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...

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...

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 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...

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...

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....

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 sh...

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 long How to use your idea list so you're neve...

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 inqu...

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 everything The 10-80-...

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...

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 l...

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 groun...

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...

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 ab...

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...

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 th...

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 epis...

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 blo...

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, F...

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 coach...

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...

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...

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...

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 l...