When Will Jordan started the Jordan Cross Country Clinic, he wasn’t launching a business plan; he was simply looking for a summer “job.” At the time, he was a high school junior who loved running and wanted to share that passion with younger athletes. Now a student at Samford, Will has grown his small idea into a thriving summer program for Birmingham-area runners. “I started my business during my junior year of high school as a way to stay productive over the summer, but to teach something that I love doing,” says Will. “Now entering its fifth year, the clinic has grown largely through word of mouth.”
That growth has created a network that Will values just as much as athletic improvement. “Many athletes return each season, and they often introduce new teammates and friends,” he says. “It creates steady, organic growth and a strong sense of community around the program.” The clinic’s impact has also drawn support from local businesses. Sponsors this year include Trak Shak, TherapySouth, Saw’s BBQ, The Total Joint, Pure Fitness LLC, and presenting sponsor BODYARMOR.
Will Jordan
Will’s love for the sport began to deepen during his own high school career. “I really started to see a big jump in fitness and confidence starting my freshman year,” he says. “I’ve had some of the best coaches and teammates throughout my running career, and they gave me the knowledge to coach athletes at all different levels.” His personal experience shapes the way he leads his clinic, noting that the most effective coaching happens when athletes feel comfortable and connected with their coach. “All of my coaches really connected with me on a personal level,” Will explains. “Having a good relationship with the athletes makes coaching easier and a lot more fun and engaging.”
Each summer begins with a simple question for participants: What’s your goal? For brand-new runners, the focus is learning the fundamentals and discovering that running, while challenging, can become enjoyable with consistency. More experienced runners often arrive with performance goals, hoping to improve their race times before the fall cross-country season begins. Will’s training structure helps track their progress. Athletes complete a two-mile timed trial at the start of summer and repeat it on the final day to measure their improvement. In between, practices include easy distance runs, interval workouts to develop pacing, core workouts, and speed sessions like hill repeats. During the past four years, the average improvement for athletes over two miles has been about a minute and a half. “I’m always welcoming to runners of all levels,” Will says. “If they stay consistent and commit to the workouts, they’ll see improvement.”
While Will still writes the training plans and oversees communication with families, the clinic is also expanding its coaching team. This summer, assistant coaches Bela Doss and Brody Ahlemeyer will help lead practices while Will balances an internship opportunity. Despite the expansion, his philosophy remains simple. “Building strong relationships matters even more than the training,” he says. “At the end of the day, my goal is for every athlete to show up excited and ready to have fun.”
To learn more or register, visit jordanxcclinic.com, and and follow @jordanxcclinic on Instagram and TikTok.