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

Michelle Lake
  • 5.0 (33)
  • Running
  • Updated Weekly

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!

  1. 3d ago

    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, I walk through four types of athletes window-shopping right now, including one who just podiumed at USA Triathlon Nationals and is already wrestling with what's next. Plus, I tell on myself with the story of the first time I tried to write my own training plan (spoiler alert: it did not go well). If your DMs feel dry right now, or you want to get in front of athletes quietly deciding their next move, this one's for you. Something big's opening Monday the 24th, built exactly for this window. Want the early word (plus a bonus for the first few days)? DM me "SELLING" on Instagram @coachmichellelake. 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! Follow me on IG @CoachMichelleLake | Join the list

  2. 5d ago

    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 shows up in your business too. Also in this episode: Selling Season is back! Fall is the next start line for coaches: it's when most athletes go looking for a new one for the year ahead. Selling Season opens Monday, August 24th. Get on my email list below or follow me @CoachMichelleLake to hear first.  Join the list here: https://coachmichellelake.lpages.co/joinlist/ 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! Follow me on IG @CoachMichelleLake | Join the list

  3. Aug 12

    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 coach they connect with, not just the one they know existsThe one simple ask after every conversation that builds your following without ever feeling salesyWhy one post a week isn't enough to build the content muscle (and what actually works)The step almost every coach skips, and why it's costing them inquiriesHow to use longer-form content to let potential athletes really get to know youWhere bigger group events fit into the picture, and how often to run themThis is the same intention I bring to every training plan I write. No throwing spaghetti at the wall. Just a system you run every single week. Let's talk about your sales machine. If you're ready to stop guessing and build real intention into how you grow, book a call with me and let's map it out together. 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! Follow me on IG @CoachMichelleLake | Join the list

  4. Aug 5

    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 systemsThe exact places I want you auditing this weekIf your retention is sitting under two to three years per athlete, this one's for you. Book a call with me ​HERE​: https://app.acuityscheduling.com/schedule.php?owner=23890670&appointmentType=31380211 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! Follow me on IG @CoachMichelleLake | Join the list

  5. Jul 29

    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 keep coaches stuck at the same rate for years, and what actually justifies charging more. If you've been avoiding this conversation with yourself, this episode is your nudge. Ready to look at your own numbers? Book a call with me here: https://app.acuityscheduling.com/schedule.php?owner=23890670&appointmentType=31380211 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! Follow me on IG @CoachMichelleLake | Join the list

  6. Jul 22

    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 that protects your content, your captions, your podcasts, everything you've ever written, from disappearing into the void. I'll walk you through exactly how I've done it for years, what it's unlocked for me now that AI is in the picture, and why where you are in your content journey changes how you should be using it. Bottom line: your words are the most valuable thing you own right now. Tune in to find out how to actually treat them that way. My call calendar is open again starting around August 12th. If you've coached at least five athletes (doesn't need to be one-on-one or all at once), grab time with me.  Book a call with me here: https://app.acuityscheduling.com/schedule.php?owner=23890670&appointmentType=31380211 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! Follow me on IG @CoachMichelleLake | Join the list

  7. Jul 15

    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 wound is showing up somewhere? Let's talk it through. Book a call with me here → https://app.acuityscheduling.com/schedule/afee674e/appointment/31380211/calendar/5950491?appointmentTypeIds[]=31380211 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! Follow me on IG @CoachMichelleLake | Join the list

  8. Jul 8

    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 protects your retentionMy "symbiotic relationship" mindset: becoming as essential to an athlete as their shoes or their bikeWhy even my longest-running athletes need the basics repeated back to themHow I actually ask "what's next" without fearing the answerWhy a like on your post from an existing athlete matters more to me than a like from a strangerMy 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! Follow me on IG @CoachMichelleLake | Join the list

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About

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!

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