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We conducted a counterbalanced repeated measure trial to investigate the effect of different internal and external associative strategies on endurance performance. Seventeen college-aged students were randomly assigned to three experimental conditions to test the notion that different attention-performance types (optimal Type 1, functional Type 2, and dysfunctional Type 3) would influence endurance time on a cycling task. Specifically, Type 1 represented an effortless and automatic, “flow-feeling” attentional mode. Type 2 referred to an associative focus directed at core components of the task. Type 3 represented an attentional focus directed at irrelevant components of the task. Participants completed three time-to-exhaustion-tests while reporting their perceived exertion and affective states (arousal and hedonic tone). Results revealed that Type 1 and Type 2 attentional strategies, compared with Type 3 strategy, exerted functional effects on performance, whereas a Type 3 strategy was linked to lower performance, and lower levels of arousal and pleasantness. Applied implications are discussed.