You’ve probably seen Sara modeling for our popular photos featuring the Tri swimsuits & bikinis from last Spring. If you follow @sarasimcoach on Instagram, you also know she’s a true source of inspiration when it comes to finding joy in training and trying a variety of activities—running, swimming, Hyrox, cold plunges, and golf—it’s clear that Sara loves challenges and exploring new things. We interviewed Sara about the role of sports in her life.
Tell us about yourself!
– My name is Sara Hagström, born and raised in Gothenburg, but life took me onward—among other things through studies in Sport Management at Malmö University. After that, I settled in Skåne and now live on the beautiful Bjärehalvön.
I run a company that includes everything from gym and swimming to spa, café, and restaurant—a perfect match for my passion for training, health, and experiences. I'm a devoted cold-water swimmer, love to travel and discover new places, but most of all, I'm driven by challenges and competition. My greatest achievement in life? Without a doubt, my three amazing kids!
What role do sports and training play in your life?
– It’s a natural part of my life—it’s where I release my energy, push myself, and grow both physically and mentally. I love the feeling of working hard and seeing results. Whether it's running faster, lifting heavier, or just feeling that adrenaline rush, training is something I never want to be without. It’s my outlet, my driving force, and something that makes me feel truly good!
Which sports do you do, and how did you get started?
– I have a background as a competitive swimmer and love the water. I recently got back into swimming and now train and compete for Ängelholm’s swim club. My big goal for the spring is the Swedish Championships in Örebro—which will be great fun! I also run a lot and have completed half, full, and ultra-marathons. I started running while on parental leave with my first child, drawn by the simplicity of it. Just lace up your shoes and head out, sometimes with the stroller, sometimes solo! We live in a stunning area near the sea and nature, and I prefer running alone with loud music in my ears!
Since I enjoy both swimming and running, swimrun became a natural combination. Honestly, I find open water swimming quite scary—but that’s part of the challenge that excites me and something I just can’t resist.
As I mentioned earlier, I run a gym in Ängelholm, and we were quick to jump on the HYROX trend—which I personally have grown to love. It’s a great way for me to incorporate strength training into my otherwise cardio-heavy routine. I like having clear goals to work toward and it was amazing to compete in my first HYROX race in Paris this Spring!
At the end of last summer, I also got my green card in golf and see it as a perfect complement to all the high-intensity training. I’m hoping my kids will join me golfing too!
What do you enjoy most about training?
– I love when training is challenging, and I’m driven by trying new things! For me, training is about feeling strong, and I want to be ready for whatever new challenge might arise. My first swimrun world championship? I got the invite two weeks before the race. My first marathon? I signed up six weeks ahead. I want to be able to say yes to anything—and as long as it gives me a thrill, I’m in!
What has been your biggest challenge in training?
– I’ve been extremely afraid of open water swimming—growing up, I was even scared of sharks at Valhallabadet (indoor pools in Gothenburgh)! So starting to train and compete in open water swimrun has been a real journey. But I love challenging myself and refused to let fear win. Going from avoiding open water to diving into swimrun has been both mentally and physically tough—but also incredibly rewarding. I’ve learned to handle panic, trust my abilities, and just go for it—even when my brain screams “turn back!” That kind of challenge makes training so much more than just exercise for me.
My first World Cup race was in Malta—we had to run and swim around half the island, and yes, there are real sharks in those waters! The pride I felt crossing that finish line was indescribable—something I’ll carry with me for life.
What tips would you give someone just starting out or wanting to level up their training?
– Consistency is key—make it a habit. You won’t always feel motivated, but just do it anyway. You know how amazing it feels afterward! And challenge yourself—don’t get stuck in the comfort zone. There will always be excuses, but they won’t get you anywhere. Set goals, have fun, and surround yourself with people who motivate and support you. And most importantly—trust the process. Progress doesn’t happen overnight, but every session brings you one step closer to being stronger, faster, and more resilient. Just go for it!
If you could meet a younger version of yourself, what would you tell her?
– Try everything and regret nothing!
What makes you feel strong – like a Power Woman?
– I feel strong when I dare to push my limits and when I get to lift others—especially other women! My strength comes from within, not from other people’s opinions.
What’s your favorite piece from Power Woman?
– I LOVE the tri swimsuits—can’t live without them!
You can follow Sara on Instagram here.
