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

Selling season is coming. Most of you will spend it chasing new athletes. I want you thinking about retention instead.
I recently did the math on my own roster and found my average athlete sticks with me for years, not months, including some who've stayed through major life detours and come right back when they were ready.
In this episode, I break down what actually keeps athletes around for years instead of one race cycle:
Why longevity planning (not jumping straight to a marathon or an Ironman) protects athletes from burnout and protects your retention
My "symbiotic relationship" mindset: becoming as essential to an athlete as their shoes or their bike
Why even my longest-running athletes need the basics repeated back to them
How I actually ask "what's next" without fearing the answer
Why a like on your post from an existing athlete matters more to me than a like from a stranger
My challenge for you this week: do the math. Look at your roster, find your average retention, and ask what's actually driving people to stay or go.
If this episode helped, drop me a review! Apple reviews and the star rating both go a long way!
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

AI is coming for a lot of industries. But is it coming for ours?
This episode is for every coach who's had a quiet worry in the back of their mind about what AI means for the future of endurance coaching. And for the coaches who are using AI to get ahead, this one's for you too.
Here's the thing. AI can write a training plan. It can analyze data. It's getting smarter.
But there's one thing it cannot do.
Be HUMAN.
In this episode, I discuss how I use AI to save time, upgrade my athlete experience and build systems that actually give me more room to coach.
This is not a doom-and-gloom episode. It's a wake-up call AND an opportunity.
Listen to find out:
What separates coaches who will thrive in the AI era from those who won't
What "coaching" vs. "an unsupported plan" really looks like (and why the difference matters more than ever)
How a simple feedback system can protect your business AND reduce the need for long one-on-one calls
The exact AI systems I'm building in my own business 
Interested in the AI systems I mentioned? DM me "DT6" on Instagram to learn more about what's coming to Dream to 6 this fall.
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 just got back from Happy Valley 70.3 with 10 athletes on the course.
And I've been thinking about what coaches can do RIGHT NOW, in mid to late June, that will pay off all the way through 2027.
It's not a funnel. It's not a new offer. It's a team race.
In this episode, I'm breaking down why picking a team race (and picking it early) might be the simplest retention move you're not making. We talk about how to choose the right one, when to announce it, how to use it to bring boomerang athletes back and the one thing that makes it a genuine business tool, not just a fun weekend.
We also get into what happens when coaches try to do too many, why you probably shouldn't race your own team race and what I learned supporting 10 athletes on course for 24 hours straight.
The community that builds around one shared race? You can't manufacture that. But you can create the conditions for it.
The Recruitment Engine Masterclass is happening June 23rd and we're opening Content That Recruits for just a few days right after. It's a mid-level, live-taught course starting in July for coaches who want to learn how to do content that actually builds your roster. No matter where you are. Learn more here: https://coachmichellelake.lpages.co/contentthatrecruits/
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

You're spending hours on a single post. You edit it, sleep on it, edit it again, and still don't hit publish. And when you finally do? Crickets.
Sound familiar?
In this episode, I get real about why your content isn't converting. Spoiler: it's usually not a content problem. It's a system problem.
I cover:
Why most of the "effort" you're putting into content isn't actually moving the needle
The feast-or-famine posting cycle that's quietly killing your credibility
The one question every post needs to answer to make an athlete want to work with you
Why posting faster almost always beats posting "perfect"
Introducing the Recruitment Engine, a free live masterclass built around three things: the message, the mechanics, and the multiplier.
If content has been draining your time and your confidence, this one's for you.
Join the free live masterclass: Tuesday, June 23rd at noon Eastern. Come live for a chance to win a 1:1 content review with me!
Register here: https://coachmichellelake.lpages.co/recruitment-engine/
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

Four apps. Around $20/month each. Hours saved every single week.
In this episode, I'm walking you through the exact tools I've added to my coaching business that have changed how I interact with athletes, process information, and plan my week, all without changing how I actually coach.
One is for podcasters. The other three? Every coach needs to know about them.
You're going to want a notebook for this one.
Also in this episode:
The Recruitment Engine Masterclass is coming June 23rd. Free training for endurance coaches who are posting consistently but not getting inquiries, or who want a real system around their content, not just more tips. 
Links mentioned:
Wispr Flow (Get an extra 2 weeks free): https://wisprflow.ai/r?MICHELLE1937
The Recruitment Engine Masterclass — June 23rd: https://coachmichellelake.lpages.co/recruitment-engine/
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