The UMCA year long competition is something you can pay 300 dollars for and sign up to. It's not a lot different to the AUK points competition in that sense.
It can provide validation for a record attempt, but for an athletics coach such as Pruett, it provides some cost-effective publicity.
His clients will be wanting advice on how to combine a job with athletic ambitions, and the tracking provides a one-stop shop to see what their coach is up to.
The UMCA is a club like any other. In the UMCA results for the Mersey Roads 24 this year, Chris Hopkinson is recorded in the rankings, but the rider who pipped him to first place isn't, because he's not a UMCA member.