Claim OwnershipThe Endurance Coachpreneur: Business Tips for Triathlon, Running and Cycling Coaches
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© 2025 The Endurance Coachpreneur: Business Tips for Triathlon, Running and Cycling Coaches
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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!
97 Episodes
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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, authent...
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 ...
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 ...
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 sk...
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 s...
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/28o6qa73i1pbfcccN5 Web...
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 fo...
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....
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...
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 Reb...
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...
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
This episode is all about BURNOUT and the things you can do to give back to yourself so you have the energy you need to coach. Too many coaches for too long have been giving, giving, giving without any return - how do you actually refill your own cup? The Dream to 6 is open for just a few more weeks before we close for the summer. If you are interested in learning more about how you can increase your impact, income and business skills so you can coach more athletes in less time for more...
Ok coaches - this one is for the advanced coaches listening!! We are going to be talking all things TRUST building and how to use your email lists, social following to create some amazing opportunities to build trust with lots of athletes at once - using Conversion Events! Even if you are newer - this is the kind of episode you want to listen to so that you can be ready when it's time for this strategy! If you listened to this episode and your mind was blown about all the cool things you can ...
So many coaches complain about how long it takes to get plan-writing done and it's really a problem in how you manage your communications with your athletes. In this episode, we talk all things communication and how to use specific pathways to coach more people in less time!! The Dream to 6 is open for just a few more weeks before we close for the summer. If you are interested in learning more about how you can increase your impact, income and business skills so you can coach more athle...
Last week, I attended my Mastermind Retreat. A few times a year, I set aside 2-3 days to meet with my mentor and the other 15 or so business owners in my group. This is literally the most important days of my coaching business year and I highly recommend you find a similar group/plan to continue to grow your businesses. Inside this episode, I describe my 5 biggest takeaways, including new news about the Dream Programs and our offerings! Let me know what you think! Website | Follow Miche...
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