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

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

85 coaches. Five days. Inquiries by day two.
In this episode, we discuss what we did in the Sales Sprint last week and what it proved.
The Sales Sprint ran May 18th–22nd and the results spoke for themselves. This episode breaks down the five-day framework so you can put it to work, whether you were in the challenge or not.
The biggest takeaway? SELLING IS RELATIONSHIPS. Nothing more, nothing less. And you probably have more warm leads sitting in your world than you think.
We also dig into the pipeline construct: the mindset shift that takes the pressure off every single conversation you have. Some athletes hire you in 24 hours. Some take years. The move is to stop obsessing over the timeline and start thinking about abundance.
Never delete a name. The fortune is in the follow-up.

Free Training: The Full Roster Fix
Growing is great. But growing while you're leaking athletes? That's a treadmill.
This free three-part training is for endurance coaches who are ready to stop the leak and start keeping their athletes a whole lot longer.
Three videos. About 31 minutes. No catch.
Grab the Full Roster Fix below. 👇
https://coachmichellelake.lpages.co/fullrosterfix/
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 wanted a full roster. Now you have it. So why does it feel like you're stuck?
A full roster doesn't mean you've made it. It means the rules just changed. And if you don't know what's coming, you'll hit a wall you never saw coming.
In this episode, I walk through the 4 risks every coach faces when they start to up-level.
What you'll learn:
Why scaling means shifting your identity from coach to CEO and why that's so hard to accept
How expenses multiply non-linearly as you grow (and why fearing that will cost you more than the expense itself)
The "it's my baby" trap that keeps you doing $10 tasks instead of the work that actually grows your business
Why having everything in your brain is a liability and what to do about it
Your homework: Pick one task you've been holding onto that someone else could do. Write it down. That's your first SOP. Start there.
The Dream to 7 waitlist is open. We're launching in July for coaches who are already over six figures and ready to scale their impact. Join the waitlist here: https://coachmichellelake.lpages.co/dt7/
If you enjoy the podcast, a star rating or written review means the world. Thanks for listening!
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