The Endurance Coachpreneur: Business Tips for Triathlon, Running and Cycling Coaches

In this episode, I'm pulling back the curtain on something I've been wanting to talk about for a while: the three core values that drive everything we do inside the Dream Programs. This episode came straight out of a post I made about abundance and scarcity, and I realized I've never really laid this out clearly in one place. These aren't values I wrote on a slide and forgot about. I created them two and a half years ago and they haven't changed. And honestly, if you've been in my world for any amount of time, you probably won't be surprised by them, but I think hearing the WHY behind each one is going to hit differently.
Here's what I know: most coaches are operating from some level of scarcity and don't even realize it. It shows up in their pricing, their visibility, their fear of the coach down the street. And it will end you, not because you're not a great coach, but because you'll burn yourself out from all that negative energy before you ever get the chance to build something real. The three values I walk you through in this episode, optimistic abundance, helping others succeed (and yes, I mean yourself too), and innovation, creativity, and passion, are the direct antidote to all of it. This is the base training of your whole business. Don't skip it.
Send me a DM @CoachMichelleLake if any of these resonated with you after you listen to this episode - I'd love to hear from you!
Let me know what you think! If you enjoy the podcast, I’d be so grateful if you left a star rating or written review on your podcast platform of choice. Thanks for listening!
Website | Follow Michelle on IG

Many endurance coaches delay taking action because risk feels uncomfortable...whether it’s posting content, sending follow-up emails or showing up on video. 
In this episode, I break down why fear, perfectionism and avoidance keep coaches stuck and why some ultimately quit before their business gains momentum. I share 4 practical ways to make risk feel easier so you can take faster action, attract more athletes and grow your coaching business.
Wondering how you can work with me? We have 3 programs:
If you're a new coach with less than 5 athlete experience, Dream Launcher is open to the waitlist. We'll be opening up again in April or May. Stay tuned!
If you have more than 5 athlete experience and want to grow to fill your roster potentially to full time and 6 figures, Dream to 6 is currently open! If you’re interested, send me a DM @CoachMichelleLake so we can have a conversation and I can give you more information.
If you're an unapologetically ambitious entrepreneur striving for a bigger income level, Dream to 7 is opening again in the mid to late summer. Send me a DM so I can put you on the list to stay in the loop!
Not sure what program you belong in? Send me a DM.
Let me know what you think! If you enjoy the podcast, I’d be so grateful if you left a star rating or written review on your podcast platform of choice. Thanks for listening!
Website | Follow Michelle on IG

After 16 years in endurance coaching, I decided to try something new and signed up for HYROX DC. In this episode, I share how I got pulled into the HYROX world, how I prepared and my early thoughts on this rapidly growing hybrid racing format. I also talk about what this trend might mean for endurance coaches (whether it’s worth learning about, racing yourself or getting certified), along with the realities of building a coaching business today, including growing on Instagram and navigating imposter syndrome while continuing to show up as an experienced coach.
If you have more than 5 athlete experience and want to grow to fill your roster potentially to full time and 6 figures, Dream to 6 is for you! Click here to learn more: https://form.jotform.com/coachmichellelake/infoform
Let me know what you think! If you enjoy the podcast, I’d be so grateful if you left a star rating or written review on your podcast platform of choice. Thanks for listening!
Website | Follow Michelle on IG

Many coaches, whether you’re brand new or years into your business, still carry the fear: If I stop overdelivering, will people stop valuing me?
When doubt creeps in, it’s easy to overfunction: giving more than promised, overexplaining, stretching past boundaries or extending calls. But the real issue isn’t just boundaries—it’s the belief that our value must be proven through effort.
In this episode, we explore:
The overfunctioning trap coaches fall into
Why early-business insecurities can still drive your behavior
How trying to make everyone happy impacts your coaching and leadership
Mindset shifts and journaling prompts to help you own your value
You can’t be everything to everyone...and you don’t need to be!
If you have more than 5 athlete experience and want to grow to fill your roster potentially to full time and 6 figures, Dream to 6 is for you! Click here to learn more: https://form.jotform.com/coachmichellelake/infoform
Let me know what you think! If you enjoy the podcast, I’d be so grateful if you left a star rating or written review on your podcast platform of choice. Thanks for listening!
Website | Follow Michelle on IG

Let's talk about SALES. It's not that bad word that you were told it should be, it's how you help more athletes!
Business coaching is really marketing and sales coaching. But, most of us feel nervous about the risk of putting ourselves out there. It truly is a skill with a learning curve that requires practice, time and strategy. In this episode, we dive into some common mindset blocks, objections and misconceptions around sales to move past so more athletes can get to know you and hire you.
Dream Launcher is at capacity! If you're interested and you missed the registration, send me a DM @CoachMichelleLake. We are also down to less than 5 spots in the Dream to 6 program. If you have 5+ athletes and are looking to get to 6 figures, here is the info form link if you're interested in learning more: https://form.jotform.com/coachmichellelake/infoform or send me a message on IG. 
Let me know what you think! If you enjoy the podcast, I’d be so grateful if you left a star rating or written review on your podcast platform of choice. Thanks for listening!
Website | Follow Michelle on IG