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

It's peak selling season, and I'm making you grade yourself!
Inspired by those old magazine quizzes, this episode walks through a self-audit across the four levers that actually grow a coaching business:
Marketing & Content Creation
Grow & Engage Community
Athlete Results on a Time Budget
Business Mindset
I break down what to look for in each one and give you a simple 0-3 scoring system so you can see exactly where you stand, and which program fits you best based on your numbers.
DM me your four scores on Instagram @CoachMichelleLake. I'd love to hear where you land - it helps me keep building programming that actually gets you where you need to go.
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!
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You sign up for a race with zero guarantees. So why won't you sign up for your business?
In this episode, I break down why "I'm not good enough" and "I'll do it when I'm further along" keep coaches stuck in the same place a year later.
In this episode, I discuss:
The client who corrected herself mid-sales-call: "Wait a second. You help me GET more athletes."
Two Selling Season case studies, both coaches roughly 4x'd their revenue
My husband and the training-without-a-race problem
"Until you sign up for the race, it'll never happen."
Ready to stop training for a race you haven't signed up for? Book a call HERE: https://app.acuityscheduling.com/schedule/afee674e/appointment/31380211/calendar/5950491?appointmentTypeIds[]=31380211
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

We've talked about worth. We've talked about pricing. Now it's time for the thing that actually sits underneath both of them: money.
I heard a quote this week that stopped me in my tracks. "If you're scared of money, you'll make no money." And once I heard it, I couldn't stop thinking about how true that is for so many of the coaches I work with.
This episode isn't about spreadsheets (okay...it's a little about spreadsheets). It's about why so many of us were taught to avoid talking about money, where that fear actually comes from, and why avoiding your numbers is keeping you stuck.
I'm sharing:
The actual reason coaches avoid looking at their revenue (it's not a math problem...)
Why you track everything for your athletes but nothing for your business
The mindset shift that separates "coach" from "coachpreneur"
A simple 30 day challenge to change your relationship with money for good
This week's challenge: Start tracking every dollar that comes into your business. Not what you think it should be. What it actually is. Awareness first, judgment never.
Ready to go from coach to coachpreneur? If you've coached 5+ athletes and you're ready to build real income, book a call with me: https://app.acuityscheduling.com/schedule/afee674e/appointment/31380211/calendar/5950491?appointmentTypeIds[]=31380211
Tell me you're coming from the podcast, 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!
Follow me on IG @CoachMichelleLake | Join the list

16 years ago, I started coaching with an email, a PDF, and a lot of guesswork. Today, my athletes' workouts sync automatically and we're commenting back and forth before I even finish my coffee.
This episode came from a conversation with my friend who asked me what's actually changed the most since I started coaching. I break it down into three things. Communication. Data. Community. Then, I'll tell you where I think each one is headed.
We talk about:
Why real-time commenting changed coaching more than any single piece of gear ever did
The power meter I bought in 2008 and how data went from "nobody has this" to non-negotiable
Why I won't coach an athlete without power anymore, and where useful data turns into noise
My honest take on Strava and community apps, and why I stepped back from checking in daily
Why I tell brand-new coaches NOT to start with AI coaching apps
Where I think AI sharpens a coach's brain instead of replacing the coach
No fluff. Just 16 years of pattern recognition and an honest look forward.
Am I too old-school on any of this? DM me @CoachMichelleLake.
If you're ready to build a coaching business that doesn't run through 70 different apps, that's what we work on inside Dream to 6. 
Book a call with me here to see if it's the right fit for you: https://app.acuityscheduling.com/schedule/afee674e/appointment/31380211/calendar/5950491?appointmentTypeIds[]=31380211
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

Selling season is almost here, and up to 70% of athletes look for a coach between September and February. That means most of your future athletes are about to start searching.
Some of them already know your name. But a lot of them don't, yet. They're the lurkers. The quiet Googlers. The ones who find you on Instagram, or through a friend, or (yes, this is happening now) through ChatGPT.
So when a total stranger lands on your website, what happens next?
In this episode, I'm sharing the one thing I see missing from coaches' websites over and over again, and why it might be costing you inquiries you don't even know you're losing. I'm also giving you a first look at the framework I use every fall to make sure I capture as many of those inquiries as possible, and how it all ties into what we're building inside Selling Season.
This is the conversation to listen to before the season gets busy, not after.
In this episode:
Why athletes are more likely to inquire this fall than almost any other time of year
The one part of your website that determines whether a stranger becomes an inquiry
A sneak peek at the framework behind Selling Season, my two-week program starting August 31st
Ready to get more than your share of inquiries this season? Selling Season opens for a limited time, cart closes August 30th. Click the link here to join us (https://coachmichellelake.lpages.co/selling-season/), or DM me @coachmichellelake if you've got questions first.
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