Harriet Frost: 2x Arc of Attrition 100 mile finisher, Race Director, Business Owner of Grit Culture, Co-parent of Sea+Flo supporting people to upgrade their periods.
- xtinecruzat
- 4 days ago
- 4 min read
Harriet Frost is a force of energy, endurance, and entrepreneurial grit.
From completing the notorious Arc of Attrition 100-mile ultra twice, to directing multiple trail races, to co-founding a menstrual cup company focused on sustainable period care for athletes — Harriet is redefining what it means to pursue hard things, in business and on the trail.
In this episode, Harriet shares her journey from growing up in Cornwall to discovering a love of endurance sport later in life — despite hating running at first. With no formal coaching, she’s built her own training strategy based on experience, discipline, and gut instinct — and it’s taken her to the finish lines of some of the UK’s most brutal ultra events.
We also dive into the founding of Sea+Flo, a period care company created by women, for women, aiming to empower people to better understand and manage their menstrual health during sport. Harriet speaks candidly about the mental strength required to train alone, run in the dark, and manage periods while racing, as well as her mission to bring more female voices to the forefront of adventure and endurance media.
This is a conversation about grit, vulnerability, and showing up — again and again — even when the path ahead is long, muddy, and uncertain.
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Show notes
Who is Harriet?
Completing her 2nd Arc of Attrition 100 mile ultra
Race Director to 2 current races and soon to be a 3rd
Running her own business called, Grit Culture - focused on business management
Launching a menstrual cup company called Sea+Flo in 2024 with her best friend
Dog mum to November
Being surrounded by an amazing network of friends and family
How things connect together
Speaking with Harriet mum, Theresa Frost on the Tough Girl Podcast
Having parents to everyone
Childhood and growing up in Cornwall
Learning resilience and grit from a young age
Being supported by her parents
Loving school and heading off to University in Southhampton to study fashion and journalism
Not really knowing what she wanted to do
Travelling and working on super yachts
Heading off to London for 3 years
Spending time in Australia for 2 years, and New Zealand for 2 years, before moving back to Cornwall
Hating running…. And finding running really hard
Living in London and doing her first triathlon in 2012/2013
Doing her first marathon during her first 100k
Doing her next ultra in 2023 - Isle of Wight in April
Arc of Attrition on the South West Coast Path. 100 miles.
Entering the race
The Plague 64 miles race (toughest races she’s ever done)
Planning her own training and talking things through with her mum
Going on how her body feels and past experience
Working backwards from the race start date
Focusing on back to back runs
The mental toughness of training and training solo
Out and back runs and the mental challenge
Knowing there is still more in her
Fitting running into her life
Training in winter and in the dark
The stress of running in the dark as a female and the wasted energy
Why it’s discipline over motivation
Recovery…. And what it looks like
Having big toe strain
Why the Arc was different in 2025 after being taken over by UTMB
Feet and blisters
Nutrition, food, fuelling
The struggle of eating food
Practicing eating on 20 milers
Training and periods
Sea + Flo reusable menstrual cup company
Which menstrual cup?
How using a menstrual cup came about
Putting herself out there a bit more
Women doing amazing things and not getting enough airtime
Nikki Love breaking the women’s record for running across Australia
“It’s not about beating the men it’s about winning for the women” - Hannah Paradise
Jasmine Harrison - swimming the length of Great Britain and not being able to to get a book deal -
The lack of stories of women in the news
The women who inspire Harriet
Lucy Gossage - “It’s a privilege to choose to suffer”
How to connect with Harriet online
Final words of advice for women who want to pursue endurance sports
Being inspired by Sarah Wilson
Building your resilience in sport or physical challenges and how it can help you in your everyday lives
Social Media
Website
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