The Endurance Coachpreneur: Business Tips for Triathlon, Running and Cycling Coaches
The show that helps Endurance Coaches bridge the gap from hobby to creating a dream, impact filled, profitable coaching business. We will discuss all things Endurance business:- time management - marketing- mindset- growing your community of engaged athletes Listen here to grow your athlete roster of ideal, perfect-for-you athletes while bringing home more income for you and your family. Endurance coaching is already your dream job - let’s make it a full time reality!
Episode 105 - Five Business Decisions That Made 2025 My Best Year Yet
2025 was one of the most successful years in business. And I am excited to share all the business decisions that were instrumental in making it an amazing year!
Listen in to see what were big mindset shifts, strategy upgrades and how you can integrate these ideas and thoughts into your business in 2026.
Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlist
And lastly, Dream to 6 is opening to just a handful of coaches in early 2026: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/
Episode 104 - A Shift We Need in the Endurance Industry
In this episode, I give an update on what's going on in the Dream Programs world.
And then I get into the major shift I think we need to CHANGE the coaching industry:
That business ambition, charging your worth, marketing and profitability is what allows you to serve athletes at the highest level for the long term.
So you have time to get really good to fully serve out your purpose of growing the sport and becoming a great coach.
Interested in getting your coaching business started? Join the Dream Launcher...
Episode 103 - What Is a Mastermind?
More about that new offer in my world!
And what is a mastermind? I get that question a lot.
Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlist
And lastly, Dream to 6 is opening to just a handful of coaches in early 2026: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/
Dream to 7 is the exclusive mastermind designed for 6-figure entrepreneurs ready to scale to 7 figures with strategy, systems, and support. You’ve built a 6-figure business—now it’s time to scal...
Episode 102 - My New Offer and Why, At Some Point, You Should Have More Than 1 Too
Hey all - in this episode, I get into the power of having multiple offers, and the stories and behind the scenes about how the Dream Programs have gotten where we are today in December of 2025, almost 4 years after we started.
For the newest of coaches we have Dream Launcher: Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlist
Dream to 6 is opening to just a handful of coaches in early 2026: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/
Dream to 6 is our program for coaches with at least 5 athletes th...
Episode 101 - The #1 Marketing Hack to Get Your Engagement Up
In this episode, we go in depth on the one skill you need to practice to get your engagement up on IG - STORYTELLING. Why?
It connects to your ideal athlete! They will know you better.Athletes are on IG to be entertained, and storytelling is so much more interesting.Storytelling helps to build trust to convert followers into inquiries.I hinted that we are going to have a new program coming soon to the Dream Programs. Can you guess? Send me a DM on IG if you have any ideas?!?
And in the meantime:
Episode 100 - The Biggest Hangups that Coaches Hold
In this episode, we go back to the basics: the things that I see that hold coaches back SO much from growing and serving and helping even more athletes:
1. Caring what other people think
2. Perfection
3. That it's all been said before
4. Fear of getting started
This episode will help you to feel more comfortable taking action because your future athletes deserve to hear from you so that you can help them!
Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.c...
Episode 99 - 3 Things That Would Have Gotten My Business to the Million Dollar Milestone Faster
In this episode, in companion to Episode 98, I talk all about the 3 big things I WISH I had implemented earlier in my business to get to the Million Dollar Milestone much faster.
Some are mindset, some are also tactical, but this episode will be the cheat code to build out your dream business so much faster.
Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlist
And lastly, Dream to 6 is opening to just a handful of coaches in November: Learn more here: https://coachmichellelake.lp...
Episode 98 - Behind a Million Dollar Milestone
In this episode, I talk about how Fiv3 Racing's Stripe account hit 1 million dollars last month - a big milestone for our company that until 2024 was mostly just my revenue and a small portion from a business partner.
How did we get there? I review the 4 areas that helped me/us get here and what you can learn to get to your 1 million dollar milestone.
Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlist
And lastly, Dream to 6 is opening to just a handful of...
Episode 97 - Lessons in Consistency
Last week, I hit my 100th episode! Not only did I "never miss a Wednesday", I am so excited for the growth we have seen in The Endurance Coachpreneur in the last 22 months or so.
In this episode, I reflect on what it takes to start, and sustain, a podcast and how even if you aren't going to start a podcast, what you can learn from this.
Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlist
And lastly, Dream to 6 is opening to just a...
Episode 96 - Marketing and PR at Big Events/Races
In this episode, I do a review of all the big things at races/events and what I wish I did different at Ironman WC last week.
1. Marketing: Photos/B Roll to take
2. Conversation goals
3. How to social media the race
And then when a big result happens, my experience as one of my athlete's "publicists" and some of the wild things that have happened since Natalie's historic race.
Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlist
An...
Episode 95 - The Juggle is Real: Coaching, Parenting and Marriage
In this episode, I dive deep into something we haven't talked much about. How to coach in part time hours that also conflict with your marriage and parenting time! How do you balance (or juggle) it all?? Let's just say it isn't easy!
Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlist
And lastly, Dream to 6 is opening to just a handful of coaches in November: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/
Website | Follow Michelle on IG
Bonus Episode - All about Kona and Natalie's Historic Achievement
On October 11, 2025, Natalie Grabow made history: at 80 years old, she became the oldest woman ever to finish the IRONMAN World Championship in Kona — crossing the line in 16:45:26.
In this episode, I get real about our journey together — how we built this result, what it takes to stay competitive with age, and how her mindset, training, and perseverance make her a standout. We unpack:
🏁 Our history — how I came to coach Natalie, the evolution of our relationship, and how trust grew over time📆 2025 race season & lead-up to Kona — what we...Episode 94 - Why Fun Is Your Business Secret Weapon
Who says business growth has to feel like a grind?
In this episode, we’re flipping the script on the hustle narrative and diving into why fun is your ultimate growth strategy. I'll share how joy, creativity, and play aren’t just “nice-to-haves” but essential ingredients for innovation, connection, and long-term success.
You’ll hear real-life examples of how embracing fun has transformed businesses (including my own!) and learn practical ways to bring more lightness into your daily operations.
If you’ve been feeling stuck, uninspired, or like your business is running you, this episode wi...
Episode 93 - From Stuck to Thriving: 3 Essentials for New Coaches
Are you ready to finally build a coaching business that thrives? In this episode, I’m breaking down the 3 biggest mistakes new coaches make when starting out—and, more importantly, how to avoid them.
If you’ve been feeling stuck, overwhelmed, or unsure of how to attract your first clients, this episode is for you. I’ll walk you through the exact mindset shifts and strategies you need to build confidence, sign your first athletes, and create a coaching business that works.
Here’s what we’ll cover:
👉 The #1 mistake that keeps new coaches from signing cl...
Episode 92 - Your Business, Your Rules: This One Exercise That Creates Alignment + Success
What if your business didn’t just make money—but felt like an extension of who you are?
In this episode, we’re diving into the power of defining your core values and how they shape every decision you make.
I'll share my own values—helping others succeed, optimistic abundance, creativity, passion, and innovation—and how they’ve become the foundation for my business. Whether you’re just starting out or scaling, this episode will help you create a business that feels aligned, authentic, and wildly fulfilling.
Ready to sign your first 5 athletes and finally buil...
Episode 91 - Slow Down to Speed Up
In this episode, I talk about how to use a sometimes slower time in your business to slow down and create all the things in the back end that your business needs to scale.
Sometimes September/October can feel a little slow because you may have less athletes as some are starting to take a seasonal break. THIS IS THE TIME to create those systems and take those actions that will pay off 3, 6, 9 or even 12 months from now.
In this episode, I review the 6 areas you can focus on NOW to be prepared to scale th...
Episode 90 - How to Keep Going: The 3 Pillars of Toughness for Racing + Business
What separates those who quit from those who cross the finish line whether in racing or business? Mental toughness. In this episode, we’re breaking down the 3 pillars of mental toughness: resilience, emotional regulation, and grit. You’ll learn how to bounce back from setbacks, stay calm under pressure, and keep showing up, even when it feels impossible.
If this episode resonated, share it on Instagram and tag me @coachmichellelake. Let’s inspire more coaches to build businesses that thrive on resilience and grit!
Website | Follow Michelle on IG
Episode 89 - The 3 Biggest Mistakes Coaches Make That Keep Them Stuck at 5 Figures
If you’re still stuck at 5 figures, chances are you’re making at least one of these three mistakes—and they’re holding you back from the freedom, income, and impact you’ve been working so hard for.
In this episode, I’m breaking down the biggest traps coaches fall into and how to avoid them, so you can finally step into the next level of your business.
You’ll learn:
Why trying to do it all yourself is keeping you stuck.The mindset shift you need to confidently sell without feeling pushy.How skipping found...Episode 88 - Why No One Can Market Your Coaching Business Better Than You
Think you can just hand over your marketing to an agency and watch the clients roll in? Think again. In this episode, we’re diving into why YOU are the best marketer for your coaching business and how skipping this foundational work is costing you dream clients.
You’ll learn:
If you’re ready to stop spinning your wheels and start attracting the right clients, this episode is for...
Episode 87 - Make Space For It
In this episode, I go over my creative process for podcasting, but also the 4 things that have been coming up in my life and coaching that are the success codes to growing your business.
My program SELLING SEASON is now open for registration. This two week program will give you all the details and frameworks for optimize this time of the year - it's essentially the playbook to get more athletes. Invest in this business-changing program here: https://buy.stripe.com/28o6qa73i1pbfcccN5
Website | Follow Michelle on IG
Episode 86 - The Very Best Time of the Year
You may have guessed right, the best time of the year is SELLING SEASON! This is crucial time on the calendar when 40-60% of inquiries for coaching come in - typically between September and mid-winter/January-ish.
In this episode, we describe the WHY this happens now, as well as the 5 areas you need to focus on to optimize this time of the year to:
1. Get more than your share of inquiries
2. Retain your current athletes as much as possible
3. Refresh your front end systems and be prepared for new inquiries efficiently...
Episode 85 - Save Time With This Time Management Strategy
In this episode, we talk all things time management, but most specifically how to schedule your week to not only save time but also honor your boundaries and be more creative.
The Dream to 6 is reopening in early September: Join the no-obligation waitlist now! https://coachmichellelake.lpages.co/dt6waitlist/
Website | Follow Michelle on IG
Episode 84 - How to Vacation as a Coach
In the Northern Hemisphere, we are in the middle of "vacation season" - summer! How does a coach vacation during one of the biggest athlete parts of the year? How do we support our athletes while supporting our own mental health?
The Dream to 6 is reopening in early September: Join the no-obligation waitlist now! https://coachmichellelake.lpages.co/dt6waitlist/
Website | Follow Michelle on IG
Episode 83 - You Don't Know What You Can't See
When coaching athletes, we often fix and adjust something different from why the athlete hired us in the first place…
🏊🏻♀️ They come for accountability to do more but they actually need to do less
🚴♀️ They come to you to fix their run in long course or a marathon through workout choice but we actually first work on nutrition & mindset
🏃🏿♂️ They come to us to get faster in a 10k and we fix their sleep and slow down their easy runs
Typically, it’s the LAST thing they would personally do. Or the thing that seems the most counter...
Episode 82 - How to Get Into the Coaching Flow State
Coaching is the best job in the world, but honestly, sometimes it isn't. You may be approaching burnout, stressed out in life, or just feeling tired of writing training plans.
When we get here, we wish we were in the "flow state", where creativity, ideas, love of the sport and how much you can help athletes is on FIRE. This episode provides my 4 key ways to get into that flow state again with coaching and how to stay there.
On July 25th I will be presenting a brand new masterclass - The Inquiries-to-Income Blueprint...
Episode 81 - It's Not Just You
In this episode, I go over the 5 biggest hangups new (and advanced) coaches have with marketing, putting yourself out there and social media. It's not just you that feels this way! After coaching 100s of endurance coaches in these areas, I can safely say that most coaches have felt this way! It's your choice if you let your thoughts "win" or if you do something about them so you can increase your impact by helping more athletes.
I referenced the 8 Content Types for Endurance Coaches Reboot. You can download that free guide here: https://coachmichellelake.lpages.co/8...
Episode 80 - How to Handle GHOSTS 👻
In this episode, I go deep on the inquiry communication process. What to do when you get an inquiry to help best position yourself to turn that inquiry into a sale and then what exactly to do when you are dealing with ghosts - those athletes that don't respond to messages and go DARK. It's not even how you handle them, but to have a mindset that understands they are normal and almost have nothing to do with you!
If you liked this episode, I would love to hear about it. Send me a message on IG...
Episode 79 - Referrals Keep You in Business, Marketing Is Where You Grow
What matters in marketing? If you have gotten STUCK focused on enhancing referrals but are watching your athlete numbers slip down - this episode is for you!
Marketing is the way to grow your endurance coaching or endurance expert business in 2025 and beyond!
Let me know what you think, send me a DM at CoachMichelleLake on IG!
Website | Follow Michelle on IG
Episode 78 - Where Did the Athletes Go? The Shift in Endurance Sports
Admittedly, today we are going to talk more about triathlon but also mention running, but all endurance sports will get something from this episode!
What's changed in our sports in the last few years?
Why are people leaving?
How has the formation of community changed in the last 5-10 years?
All things I ponder on this episode.
Website | Follow Michelle on IG
Episode 77 - How to Handle Haters
As much as we really want to control it - there will be haters when you grow your business. Trolls online and people in your life that feel triggered by success. Now it won't happen to everyone, but it happens to many. So on today's episode, I help you navigate these difficult situations and thoughts.
Have you left a review? They are HUGE in helping our a small business like mine reach more coaches and athletes like yourself. Thank you!
Website | Follow Michelle on IG
Episode 76 - You Can't Coach on Empty
This episode is all about BURNOUT and the things you can do to give back to yourself so you have the energy you need to coach. Too many coaches for too long have been giving, giving, giving without any return - how do you actually refill your own cup?
The Dream to 6 is open for just a few more weeks before we close for the summer.
If you are interested in learning more about how you can increase your impact, income and business skills so you can coach more athletes in less time for more m...
Episode 75 - 1 Advanced Strategy for Business Growth
Ok coaches - this one is for the advanced coaches listening!! We are going to be talking all things TRUST building and how to use your email lists, social following to create some amazing opportunities to build trust with lots of athletes at once - using Conversion Events!
Even if you are newer - this is the kind of episode you want to listen to so that you can be ready when it's time for this strategy!
If you listened to this episode and your mind was blown about all the cool things you can...
Episode 74 - Here's How to Cut Your Plan-Writing Time in Half
So many coaches complain about how long it takes to get plan-writing done and it's really a problem in how you manage your communications with your athletes. In this episode, we talk all things communication and how to use specific pathways to coach more people in less time!!
The Dream to 6 is open for just a few more weeks before we close for the summer.
If you are interested in learning more about how you can increase your impact, income and business skills so you can coach more athletes in less time for more money, D...
Episode 73 - 5 Takeaways from a Room of Amazing Business Owners (Mastermind Recap)
Last week, I attended my Mastermind Retreat. A few times a year, I set aside 2-3 days to meet with my mentor and the other 15 or so business owners in my group. This is literally the most important days of my coaching business year and I highly recommend you find a similar group/plan to continue to grow your businesses.
Inside this episode, I describe my 5 biggest takeaways, including new news about the Dream Programs and our offerings! Let me know what you think!
Website | Follow Michelle on IG
Episode 72 - This Is the One Thing You Owe to Yourself
In this episode, we go deep on your goals, your time management and answering the question: what is really holding you back?
If you are interested in growing your business now and classify yourself as an intermediate to advanced coach - you can join the Dream to 6!! To learn more, DM me on IG at @CoachMichelleLake.
Website | Follow Michelle on IG
Episode 71 - Navigating the Yes, Maybe and No Seasons of Your Business
Today, we talk all about how we say yes, maybe and no to opportunities and collaborations as your business grows as well as athlete boundaries associated with them.
Here are the seasons of your business as relates to our programs at Coach Michelle Lake:
Season 1: Beginner, your first 5-10 athletes, as covered in the Dream Launcher Program. DM me on IG "Dream Launcher" to learn more but we will also be doing a big fun event in late May. Stay tuned. Season 2: Gaining experience, building to "full", as covered in the Dream t...Episode 70 - A Lifetime in Coaching (and Sport) with Coach Liz Waterstraat
In our final instalment of interviews of the trailblazer coaches, we have Coach Liz Waterstraat from Multisport Mastery!
Liz is an accomplished coach - she founded Multisport Mastery in 2007. She is USAT Level 2 certified (in 2009!), RRCA and USMS Level 3. She coaches all types of athletes from beginner to pro and has coached over 30 national champions! One of her biggest coaching accomplishments is coaching the 2016 Paralympic Triathlon Bronze Medalist! She's had over 40 KQs and an athlete who finished top 3 AG at the Ironman World Championships in Kona.
A deeply insightful episode, there is so...
Episode 69 - Starting your Own Coaching Company After Decades of Experience with Coach Amy Javens
In our third instalment of interviews of the trailblazer coaches, we have Coach Amy Javens from Flyt Performance!
Coach Amy has 35 years of endurance experience from HS state champion in track and field to collegiate hurdler to Ironman Champion! She has 12 years of coaching experience including running the training for one of the largest charity based teams in the world! She started Flyt Performance last October after working in another big coaching group and she has so much wisdom to share about building your coaching business on your terms.
A must listen episode!
Episode 68 - Inside Building a Top Coaching Business: Natasha Van der Merwe’s Secrets to Success
In our second instalment of interviews of trailblazer endurance coaches, we have Natasha Van der Merwe from NVDM Coaching!
Natasha was a Pro Triathlete from 2010 to 2023 and began coaching in 2009. She and NVDM Coaching have helped to create over 15 pro triathletes, and more than 300 WC qualifiers! Currently, there are 22 assistant coaches in this hugely successful program. Natasha is a shining example of the amazing potential that is owning your own coaching brand both in big athlete impacts as well as creating profitable opportunities for you and your staff/team.
There is so much to learn...
Episode 67 - Building your Coaching Business with Coach Robin Barth
Robin has been passionate about triathlons since 2014 when she competed in her first. She soon found herself helping friends get to their first start lines and coaching them to their next finish lines. In 2022, the Dream to 6 program helped her overcome imposter syndrome - and her coaching business took off.
Since then she has coached over 150 athletes. She is a full-time coach and a stay-at-home mom to her four children. She started a local club in 2022 called Rise Up Racing with 25 members. In 2025 she reached 120+ members. She expanded her business and brought on five assistant coaches, started...
