Coogan helped coach True to a successful 2013 campaign. The year was off to a great start with a sixth place finish at the World Cross-Country Championships in Poland. He helped the United States pull off a stunning silver medal performance defeating the Kenyan national team.
"My strongest moment would be World Cross-Country this past year in Poland," True told Flotrack for the Saucony Strongest Moment series. "It was not the cross-country that most Americans are used to with manicured golf courses, but this was real European cross-country."
True looked great going into the U.S. Outdoor Track and Field Championships, but he fell short in both qualifying races and finished fourth respectively. After a pedestrian start to the men's 5,000-meter run, True surged to the front with 1,500-meters to go and pushed the pace for the rest of the competitors.
He was less than a second away from making the U.S. national team headed to Moscow, but still competed in Europe as Ryan Hill needed to hit the IAAF "B" standard to officially punch his ticket to Moscow. In the same race that Hill hit the standard, True set a personal best of 13:11.59 in Heusden's KBC Nacht.
After the New Balance announcement, True tweeted the following:
While sad to see him go, I wish @mark_coogan the best on his new adventure.— Ben True (@bentrue) January 7, 2014