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

Your athletes finish their last big race. Weather cools off. Kids go back to school. And your numbers start to dip.
I used to panic about this. Now I know better. This is just the season, and it's the biggest one of the whole year, the one where over 70% of athletes buy coaching.
In this episode, I'm breaking down what selling season actually is, why it happens, and the two things every coach needs to focus on right now to make the most of it. I'm also walking through my Selling Season Star, the framework I use to help coaches prepare, and why systems (yes, even the boring back end ones...) might be the biggest unlock in your business this year.
Selling Season is open now.
Two weeks, three live calls, daily voice notes you keep for life, starting August 31st. Doors close Sunday, August 30th at 8PM Eastern. No late entries. Link below.
https://coachmichellelake.lpages.co/selling-season/
Questions? DM me @CoachMichelleLake or email coachmichellelake@gmail.com. I'd love to talk it through with 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

Just got back from two weeks in Europe, fjords in Norway, a Greek village nowhere near the tourist islands, and one group call taught from happy hour in Athens.
But that's not what this episode is about.
It's August. Your inbox might feel dead. Your athletes are quiet because they're heads down for their A races. That silence isn't a problem. It's the calendar.
Here's what matters: quiet doesn't mean nothing's happening. Athletes are already shopping, they've just been at it for months before the credit card comes out.
In this episode, I walk through four types of athletes window-shopping right now, including one who just podiumed at USA Triathlon Nationals and is already wrestling with what's next. Plus, I tell on myself with the story of the first time I tried to write my own training plan (spoiler alert: it did not go well).
If your DMs feel dry right now, or you want to get in front of athletes quietly deciding their next move, this one's for you.
Something big's opening Monday the 24th, built exactly for this window. Want the early word (plus a bonus for the first few days)? DM me "SELLING" 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

It just happened to a coach I work with. Her athlete didn't finish, and the conversations we had after got me thinking about something we never talk about: how the coach handles a DNF, not just the athlete.
In this episode, I get into the grief of it (yes, even my own DNS-turned-finish story at Ironman Lake Placid), what you can and can't control as a coach, and a simple debrief process to help your athlete (and yourself) move through it and find the next start line. Plus, why this isn't just a race day problem. It shows up in your business too.
Also in this episode: Selling Season is back! Fall is the next start line for coaches: it's when most athletes go looking for a new one for the year ahead. Selling Season opens Monday, August 24th. Get on my email list below or follow me @CoachMichelleLake to hear first. 
Join the list here: https://coachmichellelake.lpages.co/joinlist/
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

I write my training plan every week before I ever step foot in the pool or on the track. So why would my business be any different?
In this episode, I'm breaking down the framework I teach inside Dream to 6 for building an actual system around your sales, not just random posts and hoping something sticks. I call it the Six C's, and I walk through all six levels of the "triangle," from the daily habits at the base to the bigger quarterly plays at the top.
I talk about:
Why athletes hire the coach they connect with, not just the one they know exists
The one simple ask after every conversation that builds your following without ever feeling salesy
Why one post a week isn't enough to build the content muscle (and what actually works)
The step almost every coach skips, and why it's costing them inquiries
How to use longer-form content to let potential athletes really get to know you
Where bigger group events fit into the picture, and how often to run them
This is the same intention I bring to every training plan I write. No throwing spaghetti at the wall. Just a system you run every single week.
Let's talk about your sales machine. If you're ready to stop guessing and build real intention into how you grow, book a call with me and let's map it out together.
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

How many athletes did you lose last year that you could have kept? Not the ones who got hurt or pregnant or had to step away for good reasons. The ones who just quietly drifted off.
We spend so much energy on the front door, getting new athletes in, and almost none on the back door, where people are leaving and we're not even noticing.
In this episode, I'm breaking down:
Why that leak is probably the most expensive thing happening in your business
Why it's rarely about your coaching and almost always about your systems
The exact places I want you auditing this week
If your retention is sitting under two to three years per athlete, this one's for you. Book a call with me ​HERE​: https://app.acuityscheduling.com/schedule.php?owner=23890670&appointmentType=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