Set the Pace: 3 Winning Cover Letters

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As I continue to learn about the running industry, one thing stands out: it’s a surprisingly small world. People move between and within organizations. Recruiters know one another. The hiring manager you talk to today might be a colleague five years from now.

In an industry built on relationships, every interaction contributes to your reputation, including the application itself. That's why I think the humble (and often misunderstood) cover letter deserves another look.

Let’s start by clearing up the biggest misconception about the cover letter:

It is not a second résumé.

If you spend three paragraphs rehashing the experience already listed on another page, you’re missing an opportunity. Hiring managers can already see where you’ve worked and what you’ve accomplished.

What they can’t see is why you’re applying to this company, why this role resonates, and how you think your experience fits their needs. That’s the real job of a cover letter. It answers two questions your résumé can’t:

Why this opportunity and why you?

Think of an application as three pieces, each with a unique purpose:

When each document has a distinct function, they stop competing with one another and start working together. Your application becomes less disconnected and begins to function as a cohesive portfolio or package.

Conversational AI models like Chat GPT and Claude are helpful assistants. They can research hiring organizations, tighten awkward sentences, check grammar, and help you overcome the intimidation of a blank page.

Problem is, that’s not the way many people use the tools.

Hiring managers are becoming familiar with generic, AI-generated cover letters. They all begin the same way, use the same polished language, and praise companies in nearly identical terms. Most importantly, they rarely reveal anything memorable about the person behind the application.

With all the things AI is good at, what it can’t do is sound like you.

If your cover letter could be sent to any company for any role, AI wrote too much of it. Likewise, if nothing in the letter distinguishes you from every other candidate applying, you’re missing the mark. Use AI to brainstorm, edit, and refine. Don’t ask it to manufacture your story. That’s the very thing that makes a cover letter worth reading.

Use AI for…

• Researching organizations and the marketplace

• Catching repetition and unclear ideas

• Tightening sentences and checking grammar

Don’t use it for…

• Explaining why you care about the role

• Telling your personal story

• Generic praise that could apply anywhere

Now comes the fun part. Wait, what? Yes, writing a cover letter can be enjoyable if you approach it with the right mindset. Instead of thinking, “How can I sound impressive?” ask, “What’s the story only I can tell?” That’s a more interesting and rewarding challenge.

While there isn’t one “correct” way to write a cover letter, there are a few structures that work well because they address the key questions (why this opportunity and why you) in different ways.

Think of these as guides, not templates. Borrow the structure and the flow. But make every sentence unmistakably your own.

Show them why you belong.

The strongest applications often begin with a genuine connection to the hiring organization.

Maybe you’ve been using their products for years or admire their mission. Or perhaps you’ve followed their athletes, campaigns, or community work. Maybe a conversation with someone on the team convinced you this is where you want to build a career.

The point isn’t flattery. It’s demonstrating that yours isn’t just another application. The Connection Letter works especially well when applying to mission-driven organizations.

• Open with your connection to the company

• Explain how your experience prepares you to contribute

• Connect those experiences to the role

• End with enthusiasm about helping move the company forward

Dear [Hiring Manager],

Running has shaped the way I think about discipline, community, and personal growth for years. That’s why I was excited to see the opening for [Position] at [Company]. Long before I considered applying, I admired the way your team builds products and stories that genuinely serve runners.

Professionally, I’ve spent the last five years leading marketing projects that required equal parts creativity and collaboration. I’ve learned how to manage competing priorities, communicate across departments, and turn ideas into campaigns that deliver measurable results.

What excites me most isn’t simply bringing those skills to a new company. It’s bringing them to one whose mission already resonates with me.

Thank you for considering my application. I’d welcome the opportunity to discuss how I can contribute to your team.

Replace every compliment with something specific. Mention a campaign, product, initiative, event, or value that genuinely influenced you. Generic praise sounds borrowed. Specific observations sound authentic.

Show them what you’ve built.

The Builder Letter anchors to a problem or problems you have solved.

Don’t walk through your entire résumé. Choose one or two accomplishments that demonstrate how you think, collaborate, and create. Use examples that reflect the challenges described in the job posting.

Think less autobiography, more case study. The point isn’t to tell hiring managers everything you’ve done, it’s to show them how you’ll approach the work ahead. The Builder Letter works well for organizations hiring someone to solve specific problems or deliver immediate impact.

• Open with the type of challenges you love working on

• Highlight one or two meaningful accomplishments

• Explain how those experiences translate to the position

• Finish by looking ahead

Dear [Hiring Manager],

Throughout my career, I’ve been energized by building things that last, whether that’s brands, systems, or teams.

In my current role, I’ve helped lead initiatives that strengthened our marketing strategy while improving collaboration across multiple departments. The work required balancing long-term planning with day-to-day execution, a challenge I genuinely enjoy.

Reading your [Role] job description, I recognized many of those same opportunities. I’m excited by the chance to bring my experiences to [Company], while continuing to grow alongside a team that’s pushing the industry forward.

Thank you for your time and consideration. I’d appreciate the opportunity to discuss how my background aligns with your goals.

Choose accomplishments that mirror the problems described in the job posting. Don’t tell them everything you’ve done. Tell them the things they’ll care about most.

Show them where you can help them go.

Most cover letters spend nearly all their time looking backward.

The Future Letter does the opposite. It begins with an observation about where the organization appears to be headed, then explains how your experience can help it get there. That simple shift demonstrates curiosity, initiative, and strategic thinking.

The point isn’t to predict the future. It’s to show that you’ve thought beyond the job description and taken an interest in the organization’s direction. The Future Letter works especially well for organizations experiencing growth, launching new initiatives, or charting a new course.

• Begin with something you’ve noticed about the company

• Share why that direction excites you

• Explain how your background allows you to contribute

• Close with optimism about the future

Dear [Hiring Manager],

One of the things that stood out while researching [Company] was your commitment to [initiative, market, community, or product direction]. It’s clear you’re building for where the industry is going, not where it’s been.

That’s the kind of environment where I do my best work.

My experience in [field] has taught me how to solve problems collaboratively, adapt quickly, and contribute wherever I’m needed. I’m excited about the opportunity to apply those skills while helping your team pursue what’s next.

Thank you for considering my application. I hope we’ll have the opportunity to continue the conversation.

Do your homework. Read recent news, product launches, interviews, social posts, and company updates. The more informed your perspective, the more memorable your application becomes.

After spending the time to develop a winning cover letter, ask yourself six questions before hitting send:

✅ Does my opening convey something uniquely me that only I could write?

✅ Have I explained why I want to work for this company?

✅ Did I include compelling information that isn’t already on my résumé?

✅ Have I replaced generic praise with specific observations?

✅ Would I feel comfortable saying every sentence aloud in an interview?

Remember: the goal of a great cover letter isn’t to tell your life story. It’s to create enough curiosity that someone wants to spend 30 minutes learning more. Cover letters spark curiosity. Interviews satisfy it.

Own your lane. You got this.