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

You created the thing. You posted the certificate. You updated your bio. 
And now you're waiting.
Here's what nobody tells you: changing your identity to "coach" doesn't automatically move athletes into your inbox. That's not a talent problem. That's an outreach problem.
In this episode, I'm breaking down why coaches at every level get stuck waiting for inquiries instead of going to get them and what to do about it. Whether you have zero athletes or a full roster you're trying to grow, the skill set is the same. And it's a skill set, just like swim drills or cadence work. You don't stop doing the fundamentals just because you've been racing for years.
Coming up: The Sales Sprint is a free five-day challenge running May 18th-22nd inside a private Telegram community. One small action per day. Five to 20 minutes. The goal: you walk away with a new athlete inquiry by Friday.
Ready to stop waiting and start getting? Join us.
DM me "Sales Sprint" or grab the link here: https://coachmichellelake.lpages.co/sales-sprint/
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

Should you be using AI for your content? The answer isn't what you think. 
I break down where AI is a hard no, where it's a strong yes, and why the real opportunity might not be content at all.
What you'll hear:
Why one-line prompts producing generic content is a HARD NO (and yes, people can tell)
How training AI on your voice, frameworks, and messaging changes everything
The 10-80-10 rule
Why systems and automations might be the bigger AI opportunity for your business
The truth about who's going to win as AI content floods the market
The coaches telling real stories and training AI on strong messaging are going to crush it. The ones pumping out generic content? Already getting tuned out.
Coming Soon! The Sales Sprint is a free 5-day challenge running May 18th-22nd. One small action a day. By Friday you've had real conversations with real athletes and created a genuine shot at an inquiry. I'll be coaching you live every day inside a private Telegram group. Grab your spot HERE: https://coachmichellelake.lpages.co/sales-sprint/
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

I'm pulling back the curtain on what actually happens inside a Dream to 7 mastermind virtual retreat. Eight hours. Three power topics. A room full of the next generation of big endurance businesses. This episode gives you a real look at what's possible when you stop coaching alone and start building alongside people who GET IT.
Plus — It's my 50th birthday today so I'm offering an exclusive BIRTHDAY FLASH SALE. 30 minutes 1:1 with me for just $50, one day only: April 29th. DM me @CoachMichelleLake on IG to grab it before it's gone.
In this episode:
What a virtual mastermind event actually looks like and why it works when getting everyone in the same room is nearly impossible
Hot seats: the most powerful coaching tool in the room and why breakthroughs happen when you turn your mic off
The hiring truth the endurance industry gets wrong (and the role hire I recommend you make FIRST)
How to run group programs that actually get results when your athletes all walk in knowing different things (My business friend Lauren @laurenmonique.business spoke about this in our event!)
Why this mastermind room is where the next wave of big endurance businesses is being built
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

Are you layering on offers faster than you can grow them? In this episode, I break down the two critical capacity buckets that determine whether your business scales or stalls. Whether you're just getting started or already at six figures, understanding these two buckets will change how you think about growth, offers, and your audience's attention.
Don't forget to register for the live Built to Last masterclass for newer coaches launching TOMORROW, Thursday, April 23rd! There will be a massive bonus for those who show up live so don't miss out!
If you're a six figure coach ready for your next level, the Dream to 7 waitlist is NOW OPEN! Click here to learn more.
In this episode:
The two buckets every coach must manage to scale without burning out
Why adding more offers can actually shrink your revenue
How to sequence your offers the right way as you grow
The launch calendar strategy I use with my Dream to 7 coaches
Links and resources mentioned:
Built to Last Masterclass
Dream to 7 Waitlist
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

Your training has a plan. Your business should too.
In this episode, we get real about the biggest mistake new endurance coaches make: treating their business like a casual workout instead of a structured training plan. If you wouldn't wing your Ironman prep, why are you winging your coaching business?
What you'll hear in this episode:
The two types of coaches who never get off the ground (and why both approaches fail)
Why your certification was never designed to build your business
The real reason getting athletes feels impossible right now
The four non-negotiables every new coach needs to have in place
You don't need more credentials. You need a system, a community, support, and a little courage.
Don't forget to register for Built to Last, our FREE Masterclass, coming up on Thursday, April 23rd. You'll learn a complete framework for getting your coaching business off the ground the RIGHT way and landing your next paying athletes in 90 days. Come live if you can! Click here to register.
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