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 141 - It's HERE: Selling Season!
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...
Episode 140 - Athletes Are Already Shopping
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 139 - How to Handle An Athlete DNF
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...
Episode 138 - How to Set Intention In Your Business
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...Episode 137 - Plug The Leak
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 businessWhy it's rarely about your coaching and almost always about your...Episode 136 - All About Pricing
Two weeks ago, we talked about the worth wound. Today, I'm taking it further, and we're doing some actual math.
I want you to break down exactly how many hours a month you spend per athlete. Plan writing, calls, texts, feedback, all of it. Then divide that into what you charge.
Most of you are going to be shocked at your real hourly rate. And I mean shocked.
We'll get into why this happens (hint: you're pricing off what YOU would pay, not what the transformation is worth), the mistakes that...
Episode 135 - The ONE Thing You Need To Do in the Age of AI
I'm heading into vacation and this idea hit me mid-teaching Content That Recruits Module 2. I had to share it now!
One of my mentors just gave our group a stat that stopped me cold: 82% of people don't have any systems around how they do their work. I'm a little obsessive about systems these days, and it's the exact thing that's saved me the most time and made me more fulfilled with my athletes and coaches.
In this episode, I'm breaking down the one system I want every coach listening to build right now: the one...
Episode 134 - All Around Your Worth As A Coach
If you've ever been at the kitchen table on a Sunday night still writing training plans, second-guessing every decision, that's not a time management problem. That's the worth wound.
In this episode:
What the worth wound is, and why so many coaches carry itThe lie it tells you: that you need to be "more" before you can charge more or believe in yourselfMartyr to the marketplace, and why struggling isn't proof you careWhy confidence comes after the action, not before itWorth is a decision, not a milestoneGot five athlete experience and know your worth...
Episode 133 - The 5 Year Average: What Long-Term Coaching Actually Builds
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...Episode 132 - How to Out-Coach AI
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...
Episode 131 - The One Thing You Can Do Now To Improve Retention
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...
Episode 130 - How to Fix Your Content So It Converts
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 needleThe feast-or-famine posting cycle that's quietly killing your credibilityThe one question every post needs to answer to make an athlete want to work with youWhy...Episode 129 - 4 Apps That Changed How I Coach (And Run My Business)
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...
Episode 128 - What We Learned in the Sales Sprint
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: th...
Episode 127 - The Risk in Upleveling
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 acceptHow expenses multiply non-linearly as you grow (and why...Episode 126 - How I Post on IG in 10-15 Minutes
You're not bad at content. You're bad at deciding. There's a difference, and that difference is costing you hours every week.
In this episode, I break down the exact 5-step system I use to get a post out fast without sacrificing quality or authenticity.
What you'll learn:
Why decision fatigue is the real reason content takes so longHow to use your idea list so you're never starting from a blank pageWhy the hook deserves 80% of your focused energyThe "intuitive creativity" approach that gets words out of your head and onto the pageHow to batch...Episode 125 - Stop Waiting for Inquiries. Go Get Them.
You created the thing. You posted the certificate. You updated your bio.
And now you're waiting.
Here's what nobody tells you: changing your identity to "coach" doesn't automatically move athletes into your inbox. That's not a talent problem. That's an outreach problem.
In this episode, I'm breaking down why coaches at every level get stuck waiting for inquiries instead of going to get them and what to do about it. Whether you have zero athletes or a full roster you're trying to grow, the skill set is the same. And it's a skill s...
Episode 124 - AI for Content: Yes or No?
Should you be using AI for your content? The answer isn't what you think.
I break down where AI is a hard no, where it's a strong yes, and why the real opportunity might not be content at all.
What you'll hear:
Why one-line prompts producing generic content is a HARD NO (and yes, people can tell)How training AI on your voice, frameworks, and messaging changes everythingThe 10-80-10 ruleWhy systems and automations might be the bigger AI opportunity for your businessThe truth about who's going to win as A...Episode 123 - Inside a Virtual Event
I'm pulling back the curtain on what actually happens inside a Dream to 7 mastermind virtual retreat. Eight hours. Three power topics. A room full of the next generation of big endurance businesses. This episode gives you a real look at what's possible when you stop coaching alone and start building alongside people who GET IT.
Plus — It's my 50th birthday today so I'm offering an exclusive BIRTHDAY FLASH SALE. 30 minutes 1:1 with me for just $50, one day only: April 29th. DM me @CoachMichelleLake on IG to grab it before it's gone.
In this ep...
Episode 122 - The 2 Buckets Every Advanced Coach Needs
Are you layering on offers faster than you can grow them? In this episode, I break down the two critical capacity buckets that determine whether your business scales or stalls. Whether you're just getting started or already at six figures, understanding these two buckets will change how you think about growth, offers, and your audience's attention.
Don't forget to register for the live Built to Last masterclass for newer coaches launching TOMORROW, Thursday, April 23rd! There will be a massive bonus for those who show up live so don't miss out!
If you're...
Episode 121 - Your Certification Won't Get You Athletes. Here's What Will.
Your training has a plan. Your business should too.
In this episode, we get real about the biggest mistake new endurance coaches make: treating their business like a casual workout instead of a structured training plan. If you wouldn't wing your Ironman prep, why are you winging your coaching business?
What you'll hear in this episode:
The two types of coaches who never get off the ground (and why both approaches fail)Why your certification was never designed to build your businessThe real reason getting athletes feels impossible right nowThe four non-negotiables...Episode 120 - A Simple Business Hack
Are you unknowingly slowing down your own business growth? In this episode, I dig into one of the most common (and most overlooked) mindset traps that keeps endurance coaches stuck.
It's not a strategy problem. It's not a marketing problem. It's personal.
I'll unpack why so many coaches hesitate to take action, struggle to delegate, and feel crushed when things don't go as planned, and share a simple mental shift that can change everything.
In this episode,
The surprising connection between race results and business resultsWhy fear of judgment is quietly running...Episode 119 - What Drives My Business
In this episode, I'm pulling back the curtain on something I've been wanting to talk about for a while: the three core values that drive everything we do inside the Dream Programs. This episode came straight out of a post I made about abundance and scarcity, and I realized I've never really laid this out clearly in one place. These aren't values I wrote on a slide and forgot about. I created them two and a half years ago and they haven't changed. And honestly, if you've been in my world for any amount of time, you probably won't...
Episode 118 - How to Make Risk Feel Easier
Many endurance coaches delay taking action because risk feels uncomfortable...whether it’s posting content, sending follow-up emails or showing up on video.
In this episode, I break down why fear, perfectionism and avoidance keep coaches stuck and why some ultimately quit before their business gains momentum. I share 4 practical ways to make risk feel easier so you can take faster action, attract more athletes and grow your coaching business.
Wondering how you can work with me? We have 3 programs:
If you're a new coach with less than 5 athlete experience, Dream Launcher is...Episode 117 - HYROX and Its Impact on Endurance Business
After 16 years in endurance coaching, I decided to try something new and signed up for HYROX DC. In this episode, I share how I got pulled into the HYROX world, how I prepared and my early thoughts on this rapidly growing hybrid racing format. I also talk about what this trend might mean for endurance coaches (whether it’s worth learning about, racing yourself or getting certified), along with the realities of building a coaching business today, including growing on Instagram and navigating imposter syndrome while continuing to show up as an experienced coach.
If yo...
Episode 116 - The Hidden Cost of Trying to Be Everything to Everyone
Many coaches, whether you’re brand new or years into your business, still carry the fear: If I stop overdelivering, will people stop valuing me?
When doubt creeps in, it’s easy to overfunction: giving more than promised, overexplaining, stretching past boundaries or extending calls. But the real issue isn’t just boundaries—it’s the belief that our value must be proven through effort.
In this episode, we explore:
The overfunctioning trap coaches fall intoWhy early-business insecurities can still drive your behaviorHow trying to make everyone happy impacts your coaching and leadership...Episode 115 - Yes, You Can Do This
Let's talk about SALES. It's not that bad word that you were told it should be, it's how you help more athletes!
Business coaching is really marketing and sales coaching. But, most of us feel nervous about the risk of putting ourselves out there. It truly is a skill with a learning curve that requires practice, time and strategy. In this episode, we dive into some common mindset blocks, objections and misconceptions around sales to move past so more athletes can get to know you and hire you.
Dream Launcher is at capacity! If you're...
Episode 114 - So You Say You Don't Have Enough Time...
We say we don’t have enough time… but where is it actually going?
In this episode, I’m sharing a few efficiency hacks helping me get time back in my day, from staying off my phone (including a new toy I’m loving) to setting boundaries that actually stick so you can improve your sleep, mental health and focus, all while being more present at home and work.
Dream Launcher is NOW open until Friday, February 27th at Noon Eastern Time!! When we close, we won't be open again for at least a few months...
Episode 113 - The One Habit That Is Holding You Back From Success
Here’s the thing I keep seeing: Coaches with a lack of boundaries, aka people pleasing. Being available to everyone all the time. In this episode, we talk about why this is actually NOT going to work and we focus on how to coach your athletes with boundaries to even better results.
And I am not just preaching here - I had the same misconceptions early in my career.
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...
Episode 112 - You Are In This For The Long Haul
This episode tackles something I keep hearing about - this need to RUSH to success. And when success doesn't happen overnight, in the most perfect way, the coach deems themselves a failure.
But, we need to settle in for the long haul. This is not a path to overnight success! And actually, you don't even want overnight success, because the fulfillment on coaching all those people without building into it will be a nightmare.
Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlist
And la...
Episode 111 - The Intervals of a Coaching Business
In this episode, I go into how you should look at your business like it has two periods (intervals) where you are pushing hard, maybe in season, selling, getting more athletes, doing calls..
And then also a rest season. Where there is more time to reflect, have quiet, create content, fulfill on your offers, create new offers and fix your backend of your business.
Both are important. Plus, you get a behind the scenes of our last 5-6 months in the Dream Programs and how it has been a lot of zone 3/4 and 5 work. And...
Episode 110 - My Endurance Manifesto: 5 Things We Can Do to Change the Whole Industry
Call this one my Endurance Manifesto - what are the 5 things that we should stop doing to help fix this endurance coaching industry - and what we should be doing instead. Just watch the ripple effect of these changes and how the whole industry can rise up.
What do you think? I would love to hear. Send me a DM @CoachMichelleLake on IG
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...
Episode 109 - The Effects of AI on the Coaching Industry
In this episode, I explore the impact of AI on the coaching industry, analyzing data from USA Triathlon surveys and sharing insights from my coaching experience about athletes' use of AI tools. I discuss how AI could offer personalized training plans at lower costs or greater adaptability, potentially appealing to independent athletes who prefer self-coaching. I also discuss how there are a lot of different athletes with different types of goals - not all will ever want to be coached!
I would love a review. Reviews help me get this podcast out to new audiences. Thanks!
<...Episode 108 - USAT Endurance Exchange Review & Our Thoughts On the Industry
In this episode, 3x guest and Dream Programs Assistant Coach, Robin Barth, and I discuss our 4 biggest takeaways from the USAT Endurance Exchange held this weekend, January 9th-11th 2026. What did we learn? How is the sport doing? How is coaching doing? Should we be optimistic? Most importantly, you will get actionable insights from this episode.
Simple ask - please give us a review on Apple or Spotify.
To learn more about Robin, follow her @rise_up_racing or @robin_triathlete on IG.
Thanks for listening!
Let me know wh...
Episode 107 - Why Social Media Isn't Actually That Bad...
In this episode, I go over all the feelings around content and social media (and trust me, I have heard them all!). Instead of thinking of social media and content as some quick fix but icky thing, the reality's that it's going to take a long time (no such thing as an inquiry from one IG post), that it does get so much easier AND that when you zoom out you realize it's just all part of a process of becoming a better coach and helping others succeed.
Introducing the FREE Dream Content Challenge!! Register here:
h...
Episode 106 - My Favorite Exercise of the Year!
In today’s episode, we’re breaking down why choosing a single annual word is one of the most effective ways to anchor your growth as a coach, business owner and human being.
Most coaches set resolutions or stack a long list of goals they don’t actually stay connected to past late January. A word works differently. It becomes an internal compass: a grounding intention that shapes how you make decisions, how you show up, and how you grow across an entire year.
In this episode, I give you my thoughts on the word of the...
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...
