Rich Manaro running at golden hour
Private Membership · San Francisco · By Invitation Only

LIVE EVERY
TERRAIN.

This is not a gym. This is not a training program. This is a private coaching relationship built on total commitment — to your body, your mind, and the life you are capable of living.

Request an Invitation The Story Behind ATA
16+
Years in
Fitness
9+
Years
Sober
20K+
Coaching
Hours
In Memory · Ali Manaro · 1990–2004

SHE WAS
THE REASON.

November 30, 2004

On November 30, 2004, my youngest sister Ali passed away in her sleep. She was 14 years old. A three-sport athlete. A 4.0 student. A freshman in high school. And an angel among us all.

The moment she walked into a room — you felt it. A spirit impossible to ignore. Strong, uplifting, full of life. It was never just what she did between the lines — it was the way she made every single person around her feel seen, lifted, and better for knowing her.

"I made a vow in 2017 that I would never drink again — that I would spend every minute of my waking life building something she would be proud of. I would live for her."

All Terrain Athletes was created so that Ali's passing would not be just a tragic story — but an inspiration. A reminder that no matter what you've been through, every one of us has the opportunity to start over, and to live every day as if it were our last.

ATA exists so her spirit keeps moving through the world. Through every client. Every session. Every summit.

Rich Manaro
Rich Manaro · Founder
Rich Manaro

FORGED BY
ADVERSITY.
Built to Coach.

Rich training on SF rooftop
San Francisco

I spent 13 years at the bottom. After Ali passed, I turned to alcohol. I hit rock bottom more times than I can count — losing everything, rebuilding, and losing it again. My work ethic was nearly unmatched. And so was my capacity for self-destruction.

In December 2014, a five-minute YouTube video changed everything. In 2017, I made the decision — not a wish, not a hope. A permanent, unbreakable decision. I have not had a drink since.

What I bring to every coaching relationship isn't just fitness knowledge. It's 16+ years of studying human behavior, emotion, vulnerability, trauma, and resilience — on myself first. That depth of lived experience is what no other coach can offer you.

The 5 Pillars of ATA Coaching
01
Fitness & Movement
Elite physical training tailored to build a body capable of any terrain — mountain, ocean, court, or field.
02
Emotional Control
Mastering the internal game. Managing stress, fear, and self-doubt under pressure so you show up fully.
03
Energy Reading
Understanding the energy in the room and in yourself. Showing up intentionally in every environment.
04
Body Language & Pattern Recognition
I read what you aren't saying. I recognize where your limits live before you do — and I push beyond them.
05
Total Accountability
5am or 5pm, breakthrough or setback — I am there. This is the commitment you get and the level I ask in return.
16+
Years in the
Fitness Industry
9+
Years Sober &
Living the Mission
100%
All In with
Every Client
20K+
Coaching Hours
Logged
What We Offer

THIS IS NOT
TRAINING.

Anyone can count reps. I coach the whole person — the body you live in, the mind that drives it, and the emotional patterns that have been running the show far longer than any workout plan.

01
PERSONAL TRAINING
Monthly in-person sessions at your home or chosen location. Rich comes to you. Every session is 100% all in.
$10K
Per time slot · Members only
Learn More
02
ONLINE COACHING & TEAM
Up to 7 personalized workouts per week. Daily coaching access via TrueCoach. Video feedback, form review, and direct communication. Built for those ready to commit — wherever in the world they are.
$15K
Per year · Max 20 members
Learn More
03
ATA RETREATS
Two retreats per year. 12 to 15 people. 3 to 4 days in raw terrain. Physical challenge, radical vulnerability, and conversations that don't leave the circle. This is where identity is rebuilt.
Members
Only
2 retreats per year · Very limited
Express Interest
The Coaching Difference
FIVE PILLARS.
ONE LIFE.

Every client begins with a full assessment. We find where you are — and map every step of where you're going.

Rich coaching client poolside
Included
Psychology-informed coaching — emotional accountability, behavioral patterns, mindset work
Included
2 annual body composition scans via Body Spec — tracking fat loss, muscle gain, and bone density
Included
Travel-adaptive programming — hotel gym or bodyweight. Your progress never stops
Included
Body built for life — we train so you can ski Tahoe, hike Patagonia, surf at 60, and keep up with your grandchildren
The Journey

THREE LEVELS.
One Life.

Every client begins with a full assessment. We find where you are — and map every step of where you're going.

Rich performing Turkish get-up poolside
F
Level 01
FOUNDATION

Where every journey begins. Bodyweight mastery, functional movement patterns, mobility, and the mental habits that make everything else possible. No shortcuts. Build it right.

  • Bodyweight mastery
  • Functional movement patterns
  • Mobility & flexibility foundations
  • Mental habit formation
Request Access →
S
Level 02
STRENGTH

Load, intensity, and progressive challenge. Turkish get-ups, kettlebell work, pull-ups, and compound movements that forge real, lasting strength — physical and mental.

  • Kettlebell & barbell training
  • Turkish get-ups & compound lifts
  • Progressive overload protocols
  • Mental toughness conditioning
Request Access →
A
Level 03
ATHLETE

The pinnacle. 12 months. Five days a week. No stone left unturned. This is where identity is rebuilt — where you stop training and start becoming.

  • 12-month full commitment
  • 5 days/week programming
  • Identity & mindset transformation
  • Elite performance metrics
Request Access →
ATA Retreats

GO FURTHER.
Go Deeper.

Two retreats per year. 12 to 15 people. 3 to 4 days in raw terrain. This is where the real work happens — not just physical, but human.

"You don't know where you're going until you've been to the places you never want to return to. The retreat is where we unpack all of it — together."

This is not a fitness camp. This is not a corporate retreat. This is a small group of people — hand-selected — who are ready to go beyond the surface. By day, we challenge our bodies in the most honest classroom there is: the outdoors. Mountains, trails, open water — terrain that strips away everything that isn't real.

Express Your Interest
2
Retreats
Per Year
15
Max People
Per Retreat
4
Days of
Transformation
Rich training on beach rocks
All Terrain
01
The Terrain
Raw, outdoor locations chosen for their ability to challenge and humble. Mountains, coastlines, wilderness. Places that demand presence and reward effort.
02
The Physical
Daily outdoor fitness challenges designed to push your limits — hikes, functional training, endurance work. Your body learns what it's capable of when there's nowhere to hide.
03
The Conversations
Guided group sessions built on radical vulnerability. Insecurity. Identity. Trauma. Purpose. Rich creates the container — the group does the work. Nothing leaves the circle.
04
The Community
12 to 15 people who are ready. Hand-selected. No spectators. You will leave with a brotherhood and sisterhood that lasts a lifetime.
From Those Who've Done the Work

WORDS FROM
The Field.

"

Rich has me in the best shape of my life, and I'm almost 40. He does this by being very efficient with your time. You'll get the intensity needed to build muscle and keep your heart rate high enough to burn serious calories. But perhaps most importantly, he blends in stretching and mobility to ensure you can push to your limits without getting injured. After years of trying all kinds of different programs and instructors, I'm 100% sold on Rich.

Kyle Vogt
Co-Founder & CEO, Cruise · San Francisco
"

I've been working with Rich for nearly 9 years. He's been meeting me at 5am, a few days a week, for almost a decade. He's worked around every injury — tennis, skiing, mountain-biking — and coordinated with my physical therapist to design the right plan. Most importantly, Rich holds you accountable in a way that feels like genuine care, not obligation. He's not just a trainer. He's a cornerstone of how I operate.

Private Client
Tech Executive · San Francisco Bay Area
Running into the light
YOU CAN'T CONNECT THE DOTS looking forward. — Steve Jobs, Stanford Commencement
Rich coaching client on barbell
Ali Manaro Foundation
In Loving Memory · 1990–2004

HER SPIRIT.
Our Mission.

Ali was a three-sport athlete, a 4.0 student, and one of those rare souls who made every person around her feel more alive. She passed away in her sleep at 14 years old. Her life was cut short — but her impact will never be.

The Ali Manaro Foundation exists to keep her spirit moving through the world. Through every client Rich coaches. Every summit reached. Every person who decides today is the day they start over.

A portion of every ATA membership goes directly to the Foundation — supporting youth athletics programs, mental health access, and families who have experienced sudden, devastating loss.

Support the Foundation
THE ATA SCHOLARSHIP FUND
In Ali's Name

Every year, a $2,500 scholarship is awarded in Ali's name to a female student-athlete at a high school in Sonoma County — the community where Ali grew up, competed, and left her mark on everyone who knew her.

The recipient must be:

  • — A female athlete competing in at least 2 sports
  • — Maintaining a 3.0 GPA or above
  • — Planning to continue her education after high school

ATA is committed to matching — and ultimately exceeding — that fund. A portion of every membership, every coaching engagement, and every retreat goes directly toward growing it. The goal is simple: make sure Ali's name reaches further every single year.

$2,500
Current Annual
Scholarship
∞
ATA Goal:
Match & Exceed
1
Recipient
Per Year
ATA Shop

WEAR THE
Mission.

Every piece is built for those who live it. Not for the gym. For all terrain.

▲
All Terrain Hoodie
$125
The Decision

ARE YOU
Ready?

Motivation fades. Discipline lasts. I help you move from wanting change to deciding it — because once you truly decide, nothing can stop you. That shift is where transformation begins.

Request Your Invitation

Membership is by referral only. Personal coaching time slots are available to existing members. Space is extremely limited.