ULTRARUN was a professional performance coaching company offering coaching, mental training and training courses for ultra trail, ultramarathon & endurance running. From 2009-2016, ULTRARUN was also a Scandinavian distribution company with B2B sales to app. 100 retailers in Scandinavia and B2C sales from a webshop and connected showroom of high-quality specialty brands for endurance sports like running, cycling and triathlon. During Q1 of 2016, ULTRARUN was though transformed into a 100% performance coaching firm (sports coaching), hence the distribution business part of ULTRARUN was sold to PASSION SPORT ApS effective April 1, 2016. In 2017 ULTRARUN discontinued all operations and activities.