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 with your back end systems

And more!

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

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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

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

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 counterintuitive.

And the same goes for your business. (You knew I was going to go there, right? 😆). In this episode, we go deep on BLIND SPOTS that athletes have as well as in your business.

I mentioned two links you should know about today:

On July 25th I will be presenting a brand new masterclass - The Inquiries-to-Income Blueprint: Discover the proven rinse + repeat system to double your coaching revenue this Fall & beyond. Register for the masterclass here! https://coachmichellelake.lpages.co/july2025/

And Dream to 6 is reopening in early September: Join the no-obligation waitlist now!

https://coachmichellelake.lpages.co/dt6waitlist/

Website | Follow Michelle on IG

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: Discover the proven rinse + repeat system to double your coaching revenue this Fall & beyond. Register for the masterclass here! https://coachmichellelake.lpages.co/july2025/

Website | Follow Michelle on IG

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-content-types/

I also mentioned that Dream Launcher is opening again at the end of the month. The waitlist will have a special lowest investment! Sign up here to get early access: https://coachmichellelake.kit.com/dlwaitlist

And lastly, Dream to 6 is opening to just a handful of coaches in early September. Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/

Website | Follow Michelle on IG

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 @CoachMichelleLake and tell me what you think! Better yet, take the time to leave a review, which is much appreciated!

Website | Follow Michelle on IG

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

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

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