From TV beoadcasting revenue share kicked back from IAAF from their share from Oly Games rights and WCs. of course some of the money might need to re-allocated from failed programs and bloated staff. As well, better results will increase the take as the vast majority of TV revenues come from the US networks. Better US Teams = more viewer share = more interest.
The number of coaches, pre-qualified via written exams, would not be large initially but could expand with success. You might start top down- for example say that the first level is unfunded but the incentive becomes to qualify for the next two levels- and later the funding for the first when it becomes available.