The Endurance Coachpreneur

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 longHow to use your idea list so you're never starting from a blank pageWhy the hook deserves 80% of your focused energyThe "intuitive creativity" approach that gets words out of your head and onto the pageHow to batch when the creative wave hits and repurpose when it doesn'tYour 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!Website | Follow Michelle on IG

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!Website | Follow Michelle on IG

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 everythingThe 10-80-10 ruleWhy systems and automations might be the bigger AI opportunity for your businessThe truth about who's going to win as AI content floods the marketThe 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!Website | Follow Michelle on IG

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 impossibleHot seats: the most powerful coaching tool in the room and why breakthroughs happen when you turn your mic offThe 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 builtLet 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!Website | Follow Michelle on IG

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 outWhy adding more offers can actually shrink your revenueHow to sequence your offers the right way as you growThe launch calendar strategy I use with my Dream to 7 coachesLinks and resources mentioned:Built to Last MasterclassDream to 7 WaitlistLet 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!Website | Follow Michelle on IG

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 businessThe real reason getting athletes feels impossible right nowThe four non-negotiables every new coach needs to have in placeYou 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!Website | Follow Michelle on IG

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 planned, and share a simple mental shift that can change everything.In this episode,The surprising connection between race results and business resultsWhy fear of judgment is quietly running your business (and how to stop it)The "control trap" and what it's really costing youHow to take more action with less emotional weightDoes any of this hit close to home? Send me a DM @CoachMichelleLake - I'd love to hear from you!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!Website | Follow Michelle on IG

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 about. I created them two and a half years ago and they haven't changed. And honestly, if you've been in my world for any amount of time, you probably won't be surprised by them, but I think hearing the WHY behind each one is going to hit differently.Here's what I know: most coaches are operating from some level of scarcity and don't even realize it. It shows up in their pricing, their visibility, their fear of the coach down the street. And it will end you, not because you're not a great coach, but because you'll burn yourself out from all that negative energy before you ever get the chance to build something real. The three values I walk you through in this episode, optimistic abundance, helping others succeed (and yes, I mean yourself too), and innovation, creativity, and passion, are the direct antidote to all of it. This is the base training of your whole business. Don't skip it.Send me a DM @CoachMichelleLake if any of these resonated with you after you listen to this episode - I'd love to hear from you!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!Website | Follow Michelle on IG

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 more athletes and grow your coaching business.Wondering how you can work with me? We have 3 programs:If you're a new coach with less than 5 athlete experience, Dream Launcher is open to the waitlist. We'll be opening up again in April or May. Stay tuned!If you have more than 5 athlete experience and want to grow to fill your roster potentially to full time and 6 figures, Dream to 6 is currently open! If you're interested, send me a DM @CoachMichelleLake so we can have a conversation and I can give you more information.If you're an unapologetically ambitious entrepreneur striving for a bigger income level, Dream to 7 is opening again in the mid to late summer. Send me a DM so I can put you on the list to stay in the loop!Not sure what program you belong in? Send me a DM.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!Website | Follow Michelle on IG

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 the realities of building a coaching business today, including growing on Instagram and navigating imposter syndrome while continuing to show up as an experienced coach.If you have more than 5 athlete experience and want to grow to fill your roster potentially to full time and 6 figures, Dream to 6 is for you! Click here to learn more: https://form.jotform.com/coachmichellelake/infoformLet 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!Website | Follow Michelle on IG

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 episode, we explore:The overfunctioning trap coaches fall intoWhy early-business insecurities can still drive your behaviorHow trying to make everyone happy impacts your coaching and leadershipMindset shifts and journaling prompts to help you own your valueYou can't be everything to everyone...and you don't need to be!If you have more than 5 athlete experience and want to grow to fill your roster potentially to full time and 6 figures, Dream to 6 is for you! Click here to learn more: https://form.jotform.com/coachmichellelake/infoformLet 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! Website | Follow Michelle on IG

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 blocks, objections and misconceptions around sales to move past so more athletes can get to know you and hire you.Dream Launcher is at capacity! If you're interested and you missed the registration, send me a DM @CoachMichelleLake. We are also down to less than 5 spots in the Dream to 6 program. If you have 5+ athletes and are looking to get to 6 figures, here is the info form link if you're interested in learning more: https://form.jotform.com/coachmichellelake/infoform or send me a message on IG. Website | Follow Michelle on IG

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, February 27th at Noon Eastern Time!! When we close, we won't be open again for at least a few months... If you have less than 5 athletes and are EXCITED to get your new endurance coaching business started, check out this link to learn more: https://coachmichellelake.lpages.co/dl_oct25/Website | Follow Michelle on IG

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 coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlistAnd lastly, Dream to 6 is opening to just a handful of coaches in the spring of 2026: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/Website | Follow Michelle on IG

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 building into it will be a nightmare. Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlistAnd lastly, Dream to 6 is opening to just a handful of coaches in the spring of 2026: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/Website | Follow Michelle on IG

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 a behind the scenes of our last 5-6 months in the Dream Programs and how it has been a lot of zone 3/4 and 5 work. And now we are heading into a recovery interval.Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlistAnd lastly, Dream to 6 is opening to just a handful of coaches in early 2026: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/Website | Follow Michelle on IG

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 IGWebsite | Follow Michelle on IG

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 lot of different athletes with different types of goals - not all will ever want to be coached!I would love a review. Reviews help me get this podcast out to new audiences. Thanks!Website | Follow Michelle on IG

In this episode, 3x guest and Dream Programs Assistant Coach, Robin Barth, and I discuss our 4 biggest takeaways from the USAT Endurance Exchange held this weekend, January 9th-11th 2026. What did we learn? How is the sport doing? How is coaching doing? Should we be optimistic? Most importantly, you will get actionable insights from this episode.Simple ask - please give us a review on Apple or Spotify. To learn more about Robin, follow her @rise_up_racing or @robin_triathlete on IG. Thanks for listening!Website | Follow Michelle on IG

In this episode, I go over all the feelings around content and social media (and trust me, I have heard them all!). Instead of thinking of social media and content as some quick fix but icky thing, the reality's that it's going to take a long time (no such thing as an inquiry from one IG post), that it does get so much easier AND that when you zoom out you realize it's just all part of a process of becoming a better coach and helping others succeed. Introducing the FREE Dream Content Challenge!! Register here: https://coachmichellelake.lpages.co/2026contentchallenge/What will you get in this challenge?✨ What to actually post to get more inquiries✨ Tricks for consistency✨ Daily templates and content prompts - plug and play content ideas✨ BONUS: Special prizes for taking content action!How does the Dream Challenge work?

In today's episode, we're breaking down why choosing a single annual word is one of the most effective ways to anchor your growth as a coach, business owner and human being.Most coaches set resolutions or stack a long list of goals they don't actually stay connected to past late January. A word works differently. It becomes an internal compass: a grounding intention that shapes how you make decisions, how you show up, and how you grow across an entire year.In this episode, I give you my thoughts on the word of the year exercise, some examples, how to set your word (and not set your word) and an explanation of my word going into 2026. Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlistAnd lastly, Dream to 6 is opening to just a handful of coaches in early 2026: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/Dream to 7 is the exclusive mastermind designed for 6-figure entrepreneurs ready to scale to 7 figures with strategy, systems, and support. You've built a 6-figure business—now it's time to scale it to 7. Dream to 7 is for unapologetically ambitious entrepreneurs! Join the waitlist here (we open in January!): https://coachmichellelake.lpages.co/dt7/Website | Follow Michelle on IG

2025 was one of the most successful years in business. And I am excited to share all the business decisions that were instrumental in making it an amazing year!Listen in to see what were big mindset shifts, strategy upgrades and how you can integrate these ideas and thoughts into your business in 2026. Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlistAnd lastly, Dream to 6 is opening to just a handful of coaches in early 2026: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/Dream to 7 is the exclusive mastermind designed for 6-figure entrepreneurs ready to scale to 7 figures with strategy, systems, and support. You've built a 6-figure business—now it's time to scale it to 7. Dream to 7 is for unapologetically ambitious entrepreneurs! Join the waitlist here (we open in January!): https://coachmichellelake.lpages.co/dt7/Website | Follow Michelle on IG

In this episode, I give an update on what's going on in the Dream Programs world.And then I get into the major shift I think we need to CHANGE the coaching industry:That business ambition, charging your worth, marketing and profitability is what allows you to serve athletes at the highest level for the long term.So you have time to get really good to fully serve out your purpose of growing the sport and becoming a great coach.Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlistAnd lastly, Dream to 6 is opening to just a handful of coaches in early 2026: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/Dream to 7 is the exclusive mastermind designed for 6-figure entrepreneurs ready to scale to 7 figures with strategy, systems, and support. You've built a 6-figure business—now it's time to scale it to 7. Dream to 7 is for unapologetically ambitious entrepreneurs! Join the waitlist here (we open in January!): https://coachmichellelake.lpages.co/dt7/Website | Follow Michelle on IG

More about that new offer in my world!And what is a mastermind? I get that question a lot. Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlistAnd lastly, Dream to 6 is opening to just a handful of coaches in early 2026: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/Dream to 7 is the exclusive mastermind designed for 6-figure entrepreneurs ready to scale to 7 figures with strategy, systems, and support. You've built a 6-figure business—now it's time to scale it to 7. Dream to 7 is for unapologetically ambitious entrepreneurs! Join the waitlist here (we open in January!): https://coachmichellelake.lpages.co/dt7/Website | Follow Michelle on IG

Hey all - in this episode, I get into the power of having multiple offers, and the stories and behind the scenes about how the Dream Programs have gotten where we are today in December of 2025, almost 4 years after we started. For the newest of coaches we have Dream Launcher: Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlistDream to 6 is opening to just a handful of coaches in early 2026: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/ Dream to 6 is our program for coaches with at least 5 athletes that are looking to go full time and/or make 6 figures. And the NEW program, here is the waitlist for the DREAM TO 7 OPENING IN JANUARY for the most advanced coaches and experts in the endurance space! Join the waitlist here, this will be the only way to learn more about the offer: https://coachmichellelake.lpages.co/dt7/Website | Follow Michelle on IG

In this episode, we go in depth on the one skill you need to practice to get your engagement up on IG - STORYTELLING. Why?It connects to your ideal athlete! They will know you better.Athletes are on IG to be entertained, and storytelling is so much more interesting.Storytelling helps to build trust to convert followers into inquiries.I hinted that we are going to have a new program coming soon to the Dream Programs. Can you guess? Send me a DM on IG if you have any ideas?!?And in the meantime: Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlistAnd lastly, Dream to 6 is opening to just a handful of coaches in early 2026: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/Website | Follow Michelle on IG

In this episode, we go back to the basics: the things that I see that hold coaches back SO much from growing and serving and helping even more athletes:1. Caring what other people think2. Perfection3. That it's all been said before 4. Fear of getting startedThis episode will help you to feel more comfortable taking action because your future athletes deserve to hear from you so that you can help them!Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlistAnd lastly, Dream to 6 is opening to just a handful of coaches in November: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/Questions on either of our programs? Send me a DM at @coachmichellelake on IG.Website | Follow Michelle on IG

In this episode, in companion to Episode 98, I talk all about the 3 big things I WISH I had implemented earlier in my business to get to the Million Dollar Milestone much faster. Some are mindset, some are also tactical, but this episode will be the cheat code to build out your dream business so much faster. Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlistAnd lastly, Dream to 6 is opening to just a handful of coaches in November: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/Questions on either of our programs? Send me a DM at @coachmichellelake on IG. Website | Follow Michelle on IG

In this episode, I talk about how Fiv3 Racing's Stripe account hit 1 million dollars last month - a big milestone for our company that until 2024 was mostly just my revenue and a small portion from a business partner. How did we get there? I review the 4 areas that helped me/us get here and what you can learn to get to your 1 million dollar milestone. Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlistAnd lastly, Dream to 6 is opening to just a handful of coaches in November: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/Website | Follow Michelle on IG

Last week, I hit my 100th episode! Not only did I "never miss a Wednesday", I am so excited for the growth we have seen in The Endurance Coachpreneur in the last 22 months or so. In this episode, I reflect on what it takes to start, and sustain, a podcast and how even if you aren't going to start a podcast, what you can learn from this. Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlistAnd lastly, Dream to 6 is opening to just a handful of coaches in November: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/Website | Follow Michelle on IG

In this episode, I do a review of all the big things at races/events and what I wish I did different at Ironman WC last week. 1. Marketing: Photos/B Roll to take2. Conversation goals3. How to social media the raceAnd then when a big result happens, my experience as one of my athlete's "publicists" and some of the wild things that have happened since Natalie's historic race. Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE: https://coachmichellelake.kit.com/dlwaitlistAnd lastly, Dream to 6 is opening to just a handful of coaches in November: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/Website | Follow Michelle on IG

In this episode, I dive deep into something we haven't talked much about. How to coach in part time hours that also conflict with your marriage and parenting time! How do you balance (or juggle) it all?? Let's just say it isn't easy!Interested in getting your coaching business started? Join the Dream Launcher waitlist HERE:  https://coachmichellelake.kit.com/dlwaitlistAnd lastly, Dream to 6 is opening to just a handful of coaches in November: Learn more here: https://coachmichellelake.lpages.co/dt6waitlist/Website | Follow Michelle on IG

On October 11, 2025, Natalie Grabow made history: at 80 years old, she became the oldest woman ever to finish the IRONMAN World Championship in Kona — crossing the line in 16:45:26.In this episode, I get real about our journey together — how we built this result, what it takes to stay competitive with age, and how her mindset, training, and perseverance make her a standout. We unpack:

Who says business growth has to feel like a grind? In this episode, we're flipping the script on the hustle narrative and diving into why fun is your ultimate growth strategy. I'll share how joy, creativity, and play aren't just “nice-to-haves” but essential ingredients for innovation, connection, and long-term success. You'll hear real-life examples of how embracing fun has transformed businesses (including my own!) and learn practical ways to bring more lightness into your daily operations. If you've been feeling stuck, uninspired, or like your business is running you, this episode will remind you that growth can be exciting, energizing, and—yes—fun. Let's build a business you actually love showing up for!Dream to 6, our program for intermediate to advanced coaches looking to scale to 6 figures will be reopening in November, with the priority going to our waitlist members. Join here now to get the lowest investment but also first word when we are re-opening: https://coachmichellelake.lpages.co/dt6waitlist/Website | Follow Michelle on IG

Are you ready to finally build a coaching business that thrives? In this episode, I'm breaking down the 3 biggest mistakes new coaches make when starting out—and, more importantly, how to avoid them.If you've been feeling stuck, overwhelmed, or unsure of how to attract your first clients, this episode is for you. I'll walk you through the exact mindset shifts and strategies you need to build confidence, sign your first athletes, and create a coaching business that works.Here's what we'll cover:

What if your business didn't just make money—but felt like an extension of who you are? In this episode, we're diving into the power of defining your core values and how they shape every decision you make. I'll share my own values—helping others succeed, optimistic abundance, creativity, passion, and innovation—and how they've become the foundation for my business. Whether you're just starting out or scaling, this episode will help you create a business that feels aligned, authentic, and wildly fulfilling.Ready to sign your first 5 athletes and finally build the coaching business you've been dreaming of? Join me for the Your First 5 workshop, where I'll teach you exactly how to find, attract, and sign your first 5 athletes—without feeling overwhelmed or salesy. This is your step-by-step roadmap to creating a $1-2K/month coaching business by 2026. Whether you're just starting out or feeling stuck, this workshop will give you the clarity, confidence, and tools you need to take action. Spots are limited, so don't wait—register now and let's get you on the path to success! https://coachmichellelake.lpages.co/yourfirst5/Website | Follow Michelle on IG

In this episode, I talk about how to use a sometimes slower time in your business to slow down and create all the things in the back end that your business needs to scale. Sometimes September/October can feel a little slow because you may have less athletes as some are starting to take a seasonal break. THIS IS THE TIME to create those systems and take those actions that will pay off 3, 6, 9 or even 12 months from now. In this episode, I review the 6 areas you can focus on NOW to be prepared to scale that business in the mid to long term from now!Dream Launcher, our program for beginner coaches, is opening again in early October. Get on the waitlist here: https://coachmichellelake.kit.com/dlwaitlistAnd Dream to 6, our program for intermediate to advanced coaches looking to scale to 6 figures, will be reopening in November, with the priority going to our waitlist members. Join here now to get the lowest investment but also first word when we are re-opening: https://coachmichellelake.lpages.co/dt6waitlist/Website | Follow Michelle on IG

What separates those who quit from those who cross the finish line whether in racing or business? Mental toughness. In this episode, we're breaking down the 3 pillars of mental toughness: resilience, emotional regulation, and grit. You'll learn how to bounce back from setbacks, stay calm under pressure, and keep showing up, even when it feels impossible.If this episode resonated, share it on Instagram and tag me @coachmichellelake. Let's inspire more coaches to build businesses that thrive on resilience and grit!Website | Follow Michelle on IG

If you're still stuck at 5 figures, chances are you're making at least one of these three mistakes—and they're holding you back from the freedom, income, and impact you've been working so hard for.In this episode, I'm breaking down the biggest traps coaches fall into and how to avoid them, so you can finally step into the next level of your business.You'll learn:Why trying to do it all yourself is keeping you stuck.The mindset shift you need to confidently sell without feeling pushy.How skipping foundational work is costing you dream clients.This is exactly what we teach in the Dream to 6. This is your LAST CALL to join the Dream to 6 waitlist! If you're ready to stop spinning your wheels and build a business that attracts the right clients and grows with ease, get on the Dream to 6 waitlist now: https://coachmichellelake.lpages.co/dt6waitlist/Dream to 6 opens again the week of September 8th 2025. Any questions? DM me at @coachmichellelake!Website | Follow Michelle on IG

Think you can just hand over your marketing to an agency and watch the clients roll in? Think again. In this episode, we're diving into why YOU are the best marketer for your coaching business and how skipping this foundational work is costing you dream clients.You'll learn:Why outsourcing marketing too soon never works.A quick exercise to craft messaging that connects.The process of how we nail your marketing and messaging in the Dream to 6If you're ready to stop spinning your wheels and start attracting the right clients, this episode is for you.Get on the Dream to 6 waitlist now: https://coachmichellelake.lpages.co/dt6waitlist/Website | Follow Michelle on IG

In this episode, I go over my creative process for podcasting, but also the 4 things that have been coming up in my life and coaching that are the success codes to growing your business. 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/28o6qa73i1pbfcccN5Website | Follow Michelle on IG

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 inquiries2. Retain your current athletes as much as possible3. Refresh your front end systems and be prepared for new inquiries efficiently with your back end systemsAnd 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/28o6qa73i1pbfcccN5Website | Follow Michelle on IG

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…

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/dlwaitlistAnd 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