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

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 needle
• The feast-or-famine posting cycle that's quietly killing your credibility
• The one question every post needs to answer to make an athlete want to work with you
• Why posting faster almost always beats posting "perfect"

Introducing the Recruitment Engine, a free live masterclass built around three things: the message, the mechanics, and the multiplier.

If content has been draining your time and your confidence, this one's for you.

Join the free live masterclass: Tuesday, June 23rd at noon Eastern. Come live for a chance to win a 1:1 content review with me!

Register here: https://coachmichellelake.lpages.co/recruitment-engine/

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

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 endurance coaches who are posting consistently but not getting inquiries, or who want a real system around their content, not just more tips. 

Links mentioned:

• Wispr Flow (Get an extra 2 weeks free): https://wisprflow.ai/r?MICHELLE1937
• The Recruitment Engine Masterclass — June 23rd: https://coachmichellelake.lpages.co/recruitment-engine/

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

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: the mindset shift that takes the pressure off every single conversation you have. Some athletes hire you in 24 hours. Some take years. The move is to stop obsessing over the timeline and start thinking about abundance.

Never delete a name. The fortune is in the follow-up.

Free Training: The Full Roster Fix

Growing is great. But growing while you're leaking athletes? That's a treadmill.

This free three-part training is for endurance coaches who are ready to stop the leak and start keeping their athletes a whole lot longer.

Three videos. About 31 minutes. No catch.

Grab the Full Roster Fix below. 👇

https://coachmichellelake.lpages.co/fullrosterfix/

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

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 accept
• How expenses multiply non-linearly as you grow (and why fearing that will cost you more than the expense itself)
• The "it's my baby" trap that keeps you doing $10 tasks instead of the work that actually grows your business
• Why having everything in your brain is a liability and what to do about it

Your homework: Pick one task you've been holding onto that someone else could do. Write it down. That's your first SOP. Start there.

The Dream to 7 waitlist is open. We're launching in July for coaches who are already over six figures and ready to scale their impact. Join the waitlist here: https://coachmichellelake.lpages.co/dt7/

If you enjoy the podcast, a star rating or written review means the world. Thanks for listening!

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

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 never starting from a blank page
• Why the hook deserves 80% of your focused energy
• The "intuitive creativity" approach that gets words out of your head and onto the page
• How to batch when the creative wave hits and repurpose when it doesn't

Your homework: Start your idea list today. On your next post, set a 15-minute timer and practice this system. Done is better than perfect. Practice beats perfection every single time.

If you haven't registered yet, join us for the Sales Sprint, a free five-day challenge running until the 22nd inside a private coaching community. One small action per day. Five to 20 minutes. The goal: you walk away with a new athlete inquiry by Friday. DM me "Sales Sprint" or grab the link here: https://coachmichellelake.lpages.co/sales-sprint/

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

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 set, just like swim drills or cadence work. You don't stop doing the fundamentals just because you've been racing for years.

Coming up: The Sales Sprint is a free five-day challenge running May 18th-22nd inside a private Telegram community. One small action per day. Five to 20 minutes. The goal: you walk away with a new athlete inquiry by Friday.

Ready to stop waiting and start getting? Join us.

DM me "Sales Sprint" or grab the link here: https://coachmichellelake.lpages.co/sales-sprint/

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

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 10-80-10 rule
• Why systems and automations might be the bigger AI opportunity for your business
• The truth about who's going to win as AI content floods the market

The coaches telling real stories and training AI on strong messaging are going to crush it. The ones pumping out generic content? Already getting tuned out.

Coming Soon! The Sales Sprint is a free 5-day challenge running May 18th-22nd. One small action a day. By Friday you've had real conversations with real athletes and created a genuine shot at an inquiry. I'll be coaching you live every day inside a private Telegram group. Grab your spot HERE: https://coachmichellelake.lpages.co/sales-sprint/

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

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 episode:

• What a virtual mastermind event actually looks like and why it works when getting everyone in the same room is nearly impossible
• Hot seats: the most powerful coaching tool in the room and why breakthroughs happen when you turn your mic off
• The hiring truth the endurance industry gets wrong (and the role hire I recommend you make FIRST)
• How to run group programs that actually get results when your athletes all walk in knowing different things (My business friend Lauren @laurenmonique.business spoke about this in our event!)
• Why this mastermind room is where the next wave of big endurance businesses is being built

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

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 a six figure coach ready for your next level, the Dream to 7 waitlist is NOW OPEN! Click here to learn more.

In this episode:

• The two buckets every coach must manage to scale without burning out
• Why adding more offers can actually shrink your revenue
• How to sequence your offers the right way as you grow
• The launch calendar strategy I use with my Dream to 7 coaches

Links and resources mentioned:

• Built to Last Masterclass
• Dream to 7 Waitlist

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

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 business
• The real reason getting athletes feels impossible right now
• The four non-negotiables every new coach needs to have in place

You don't need more credentials. You need a system, a community, support, and a little courage.

Don't forget to register for Built to Last, our FREE Masterclass, coming up on Thursday, April 23rd. You'll learn a complete framework for getting your coaching business off the ground the RIGHT way and landing your next paying athletes in 90 days. Come live if you can! Click here to register.

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