This chapter reviews research on self-talk in the context of endurance sports and offers applied suggestions for athletes, coaches, and practitioners. First, we review descriptive research, research on the antecedents of self-talk, and research on the effects of self-talk in the endurance context. Then, we discuss theoretical explanations for why self-talk might influence endurance performance. Finally, we explain how self-talk research can be applied within endurance contexts. We contextualise the IMPACT approach to endurance sports, and we also propose that briefer self-talk interventions can be delivered en masse to make self-talk principles accessible to recreational athletes and participants.