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

Today, we talk all about how we say yes, maybe and no to opportunities and collaborations as your business grows as well as athlete boundaries associated with them.

Here are the seasons of your business as relates to our programs at Coach Michelle Lake:

• Season 1: Beginner, your first 5-10 athletes, as covered in the Dream Launcher Program. DM me on IG "Dream Launcher" to learn more but we will also be doing a big fun event in late May. Stay tuned. 
• Season 2: Gaining experience, building to "full", as covered in the Dream to 6 Program. DM me on IG "Dream to 6" to learn more about that program closing to new members in the middle of June.
• Season 3: Scaling, diversifying, building out profitability and clients through scaling and hiring, as covered in the subset program to the Dream to 6, Dream Bigger

I also mentioned our Coach Getting Starter Guide, download the free guide here: https://coachmichellelake.lpages.co/coachingstarterguide/

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!

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In our final instalment of interviews of the trailblazer coaches, we have Coach Liz Waterstraat from Multisport Mastery!

Liz is an accomplished coach - she founded Multisport Mastery in 2007. She is USAT Level 2 certified (in 2009!), RRCA and USMS Level 3. She coaches all types of athletes from beginner to pro and has coached over 30 national champions! One of her biggest coaching accomplishments is coaching the 2016 Paralympic Triathlon Bronze Medalist! She's had over 40 KQs and an athlete who finished top 3 AG at the Ironman World Championships in Kona.

A deeply insightful episode, there is so much to learn from Liz and her longevity, experience and the great coaching she gives her athletes! 

Take a listen and let us know what you think!

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!

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In our third instalment of interviews of the trailblazer coaches, we have Coach Amy Javens from Flyt Performance!

Coach Amy has 35 years of endurance experience from HS state champion in track and field to collegiate hurdler to Ironman Champion! She has 12 years of coaching experience including running the training for one of the largest charity based teams in the world! She started Flyt Performance last October after working in another big coaching group and she has so much wisdom to share about building your coaching business on your terms. 

A must listen episode!

You can learn more about Coach Amy on IG at @amyjavens_tri and @flyt_performance or online at https://www.flytperformance.com/

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!

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In our second instalment of interviews of trailblazer endurance coaches, we have Natasha Van der Merwe from NVDM Coaching!

Natasha was a Pro Triathlete from 2010 to 2023 and began coaching in 2009. She and NVDM Coaching have helped to create over 15 pro triathletes, and more than 300 WC qualifiers! Currently, there are 22 assistant coaches in this hugely successful program. Natasha is a shining example of the amazing potential that is owning your own coaching brand both in big athlete impacts as well as creating profitable opportunities for you and your staff/team.

There is so much to learn from Natasha in this episode. How she started, the secrets to her success, where a promising new coach should focus their energy and even more.

Natasha and her fueling partner Raw Endurance are looking for coaches/club leaders interested in partnering with the up and coming endurance supplement arm of Get Raw Nutrition. If interested, send Natasha an email at [email protected]

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!

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Robin has been passionate about triathlons since 2014 when she competed in her first. She soon found herself helping friends get to their first start lines and coaching them to their next finish lines. In 2022, the Dream to 6 program helped her overcome imposter syndrome - and her coaching business took off.

Since then she has coached over 150 athletes. She is a full-time coach and a stay-at-home mom to her four children. She started a local club in 2022 called Rise Up Racing with 25 members. In 2025 she reached 120+ members. She expanded her business and brought on five assistant coaches, started a youth division, and continues to run successful camps and clinics. She is now a race director and is working towards bringing new athletes to the sport in her local area.

Robin specializes in strategic planning for growth in the Dream Programs. She helps coaches to expand and develop sustaining programming and successful camps & clinics. She also is very passionate about growing a sustainable community.

Listen today about what she recommends you do if you are looking to grow!

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!

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Hey Coaches, I get asked all the time about FB ads and after 3 years of fussing about with them, I have finally gotten them to work and here are my lessons that I have learned that you can use to not make these same mistakes!

Even if you aren't thinking of using Facebook Ads anytime soon, you will learn a lot about how I teach coaches to market their businesses in 2025. 

Interested in Convertkit Email System for sending athlete and marketing emails? Here is my link to join: https://partners.kit.com/mnebnfgsqjcq

Any questions? Send me a DM on IG at 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

In this episode, we are going to work on unleashing the most POWERFUL part of your marketing and coaching - YOU. Not your logo, your website, your email list BUT YOU.

I discuss the top 4 areas you can get "more out of you" to help you better connect with your ideal athlete and some of the mindset struggles that come up when bringing more you in.

On March 24th, we are doing a 1 week "Video Challenge" inside the Dream Programs. If you would like to get more comfortable on video while getting my exact prompts for great video PLUS a community of amazing coaches cheering each other on, DM me on IG @Coachmichellelake the word DREAM and I will send you the details.

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!

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In this episode, I am going over the concept of "Coach Concierge" - that as a coach you will be the first line of defence in a number of areas, but if any kind of expertise is needed, don't just assume you have the best knowledge and can help the best but feel COMFORTABLE in your role as concierge - referring your athletes to someone else to help solve that problem. In many cases, it will help their performance, but in many other cases, it is the most responsible and important thing you can do in coaching them. 

Let me know what you think - send me a DM @Coachmichellelake on Instagram!

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

Hey coaches - a short and strategy-heavy episode for you today - how can you tell you are about to get an inquiry? What you can control and can't control? How to speed along the process? What works best here?

The Dream to 6 is open this week - if you are a 10/10 "Heck Yes", finally ready to do something different in your business, speed up your coaching process, learn the marketing and strategy that works, increase your profitability and income - Dream to 6 is the program for you! Just send me a DM @CoachMichelleLake on IG that says DREAM and let's chat to see if you are a good fit or not!

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

Hey! I know that many of you listening to this are coaching in part time hours. It's how almost all of us started! And I know there is a huge struggle to work effectively in the little time you do have and it tends to lead towards burnout and stress because there is NEVER enough time! In this episode, I review my TOP 5 tips for what to do when you are just short in time to coach those athletes you do have more efficiently, while also aiming to maybe create more impact by getting even more athletes!

Stay sane and become massively more efficient with my list!

In this episode, I mentioned the Build your Coaching Sales Machine Experience that started on Monday the 24th, but that you can easily join right now. Join here and we will get you caught up: https://coachmichellelake.lpages.co/salesmachine/

Also if you would like to download my tutorial on the 8 content types for endurance coaches you can get that free download here: https://coachmichellelake.kit.com/8contenttypes

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