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

Race weekend is the best recruiting content of the year. In this episode, I share how to turn any race, whether you’re there or not, into content that attracts your ideal athlete, plus the little Ironman Maryland game I played five years ago that led me to my assistant coach Robin.
In this episode:
Why race weekend is your best recruiting content of the year, even though athletes are racing
What to post before, during and after a race
How the algorithm now shows athletes their interests, so posting about one race brings you more of those athletes
How to build a calendar with one big race focus per month for 2027
Content That Recruits is open right now. It’s the 9-module course I built to help endurance coaches get athletes from their content, and it includes a 30-minute one-on-one with me as a bonus. 
Get Content That Recruits HERE:  https://coachmichellelake.lpages.co/contentthatrecruits2/ You can also DM me the word RECRUIT on Instagram @CoachMichelleLake.
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!
Follow me on IG @CoachMichelleLake | Join the list

Every athlete who leaves makes room for a more ideal one. In this episode, I share what happened when two of my athletes took a break, why getting tighter on your niche attracts better athletes, and the homework I want you to do this week to name your ideal athlete.
In this episode:
Why you earn your right to go wide, and how a tighter niche gets you followers who say “this is talking directly to me”
My line in the sand (hello Peloton 👋), and why every coach needs one
When it’s time to give an athlete 30 days notice
Dream to 6 is currently closed, but the waitlist is open. Join the waitlist for Dream to 6 here.
Are you making close to 6 figures USD? You might be a candidate for Dream to 7. Email coachmichellelake@gmail.com or DM me to see if it’s the right fit for you.
Want first word on what I’m launching in January? DM me the word AI.
Don’t know where to start with content, or want more engagement and a bigger following? Content That Recruits is the course I built for endurance coaches to attract their ideal athletes. Get Content That Recruits HERE. You can also DM me the word RECRUIT on Instagram.
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!
Follow me on IG @CoachMichelleLake | Join the list

Social media was the first shift that left endurance coaches behind. AI is the second. In this episode, I zoom out on 20 years of coaching, who adapted, who got left behind, and why I am bringing AI into my business (but not into my training plans).
In this episode:
How coaching went from email and Excel to TrainingPeaks, and why the bell feature that cleared comments was a HUGE win
Why coaches who skipped social media have mostly shrunk, and the one exception who doesn't need it
Why you don't have to post every day, you just have to show up where your ideal athlete spends time
Why AI is the second shift, and why I still believe you have to write training plans yourself to truly coach
Feeling behind on social media or on AI? Content That Recruits is a 9-module system for creating content that brings in inquiries and grows your following, and it includes AI prompts to build around your own thinking. Get Content That Recruits HERE.
Dream to 6 and Dream to 7 are on a break, but the waitlists are open. Join the waitlist for Dream to 6 here.
Are you making close to 6 figures USD? You might be a candidate for Dream to 7. Email coachmichellelake@gmail.com or DM me to see if it's the right fit for 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!
Follow me on IG @CoachMichelleLake | Join the list

Everyone wants to hire assistant coaches early. Most of the time, it's too early. In this episode, I share what went wrong in my first business, why I waited to add assistants at Fiv3 Racing, and the two traits I screen for before I bring anyone on.
In this episode:
Why more inquiries than you can handle isn't a green light to hire
How hiring too early multiplies your systems problems (and your retention problems)
Why assistant coaches with 0 to 2 athletes become a liability, not a win
Why hiring from your own coaching ranks is often your best bet
Dream Launcher is OPEN, but only until TOMORROW at 11:59 pm EST! Join us HERE.
Dream to 6 is currently closed, but the waitlist is open. Join the waitlist for Dream to 6 here. 
Are you making close to 6 figures USD? You might be a candidate for Dream to 7. Email coachmichellelake@gmail.com or DM me to see if it's the right fit for 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!
Follow me on IG @CoachMichelleLake | Join the list

October is a collision. Your athletes are racing their biggest A races. And it's SELLING season, when athletes are shopping for their next coach.
So why is your plan writing still happening at 9 PM on a Sunday?
In this episode, I break down the RPE system I've used since 2010 to coach 22 athletes in 30 to 60 minutes a day.
Also in this episode:
Why Sunday work keeps Monday from becoming a pile-up
Why timely feedback keeps athletes (and costs far less than landing new ones)
Why comments tell you more than data when you write the next plan
Pick your window, lock it in, and tell your athletes why. Send the email. Give it two weeks.
If you have more than 5 athlete coaching experience, join the Dream to 6 waitlist. For 6-figure coaches scaling in 2027, the Dream to 7 will be open in December/January so stay tuned!
DM me on Instagram at @CoachMichelleLake to learn more.
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!
Follow me on IG @CoachMichelleLake | Join the list