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PODCAST

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

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 athletesListen 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!

sports running

All Episodes

23:39

Episode 149 - The System That Ends Your Coaching Day...

The Endurance Coachpreneur: Business Tips for... ·

2026/10/07

October is a collision. Your athletes are racing their biggest A races. And it's SELLING season, when athletes are shopping for their next coach. So why is your plan writing still happening at 9 PM on a Sunday? In this episode, I break down the RPE system I've used since 2010 to coach 22 athletes in 30 to 60 minutes a day. Also in this episode: Why Sunday work keeps Monday from becoming a pile-upWhy timely feedback keeps athletes (and costs far less than landing new ones)Why comments tell you...

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16:36

Episode 148 - Your Athletes Can Tell It's AI

The Endurance Coachpreneur: Business Tips for... ·

2026/09/30

I keep coming back to AI because you guys keep asking about it. This week, I'm breaking down exactly where it belongs in your content process, and where it doesn't. AI is a dial, not a switch. How much I want you leaning on it depends on where you're at. Here's my warning - athletes can smell AI-written content, and it costs you trust. I go through the tells (paragraphs that say nothing, repetitive sentence shapes, over-designed posts, suspiciously perfect spelling) and make the case that a t...

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26:55

Episode 147 - Passion Doesn't Pay The Mortgage: Why I...

The Endurance Coachpreneur: Business Tips for... ·

2026/09/23

You can't will your way into a full roster. In this episode, I break down why coaching skill alone was never going to be enough (for me or for you) and take you back to the exact moment Coach Michelle Lake was born: a stalled business, a kid headed to kindergarten, and a decision to finally learn the parts of running a coaching business nobody teaches you. In this episode: The real reason "just be a good coach" doesn't build a businessHow one conversation with my athlete Robin became the spar...

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35:16

Episode 146 - Score Your Business Out of 12: A Fun Quiz

The Endurance Coachpreneur: Business Tips for... ·

2026/09/16

It's peak selling season, and I'm making you grade yourself! Inspired by those old magazine quizzes, this episode walks through a self-audit across the four levers that actually grow a coaching business: Marketing & Content CreationGrow & Engage CommunityAthlete Results on a Time BudgetBusiness MindsetI break down what to look for in each one and give you a simple 0-3 scoring system so you can see exactly where you stand, and which program fits you best based on your numbers. DM me yo...

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19:57

Episode 145 - The Race You Won't Sign Up For

The Endurance Coachpreneur: Business Tips for... ·

2026/09/14

You sign up for a race with zero guarantees. So why won't you sign up for your business? In this episode, I break down why "I'm not good enough" and "I'll do it when I'm further along" keep coaches stuck in the same place a year later. In this episode, I discuss: The client who corrected herself mid-sales-call: "Wait a second. You help me GET more athletes."Two Selling Season case studies, both coaches roughly 4x'd their revenueMy husband and the training-without-a-race problem"Until you sign...

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19:39

Episode 144 - The MONEY Episode

The Endurance Coachpreneur: Business Tips for... ·

2026/09/09

We've talked about worth. We've talked about pricing. Now it's time for the thing that actually sits underneath both of them: money. I heard a quote this week that stopped me in my tracks. "If you're scared of money, you'll make no money." And once I heard it, I couldn't stop thinking about how true that is for so many of the coaches I work with. This episode isn't about spreadsheets (okay...it's a little about spreadsheets). It's about why so many of us were taught to avoid talking about mon...

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24:03

Episode 143 - What's Changed and What's Coming in the...

The Endurance Coachpreneur: Business Tips for... ·

2026/09/02

16 years ago, I started coaching with an email, a PDF, and a lot of guesswork. Today, my athletes' workouts sync automatically and we're commenting back and forth before I even finish my coffee. This episode came from a conversation with my friend who asked me what's actually changed the most since I started coaching. I break it down into three things. Communication. Data. Community. Then, I'll tell you where I think each one is headed. We talk about: Why real-time commenting changed coaching...

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18:00

Episode 142 - The Most Important Part of Your Website

The Endurance Coachpreneur: Business Tips for... ·

2026/08/26

Selling season is almost here, and up to 70% of athletes look for a coach between September and February. That means most of your future athletes are about to start searching. Some of them already know your name. But a lot of them don't, yet. They're the lurkers. The quiet Googlers. The ones who find you on Instagram, or through a friend, or (yes, this is happening now) through ChatGPT. So when a total stranger lands on your website, what happens next? In this episode, I'm sharing the one thi...

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19:13

Episode 141 - It's HERE: Selling Season!

The Endurance Coachpreneur: Business Tips for... ·

2026/08/24

Your athletes finish their last big race. Weather cools off. Kids go back to school. And your numbers start to dip. I used to panic about this. Now I know better. This is just the season, and it's the biggest one of the whole year, the one where over 70% of athletes buy coaching. In this episode, I'm breaking down what selling season actually is, why it happens, and the two things every coach needs to focus on right now to make the most of it. I'm also walking through my Selling Season Star, ...

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23:31

Episode 140 - Athletes Are Already Shopping

The Endurance Coachpreneur: Business Tips for... ·

2026/08/19

Just got back from two weeks in Europe, fjords in Norway, a Greek village nowhere near the tourist islands, and one group call taught from happy hour in Athens. But that's not what this episode is about. It's August. Your inbox might feel dead. Your athletes are quiet because they're heads down for their A races. That silence isn't a problem. It's the calendar. Here's what matters: quiet doesn't mean nothing's happening. Athletes are already shopping, they've just been at it for months before...

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18:31

Episode 139 - How to Handle An Athlete DNF

The Endurance Coachpreneur: Business Tips for... ·

2026/08/17

It just happened to a coach I work with. Her athlete didn't finish, and the conversations we had after got me thinking about something we never talk about: how the coach handles a DNF, not just the athlete. In this episode, I get into the grief of it (yes, even my own DNS-turned-finish story at Ironman Lake Placid), what you can and can't control as a coach, and a simple debrief process to help your athlete (and yourself) move through it and find the next start line. Plus, why this isn't just...

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19:11

Episode 138 - How to Set Intention In Your Business

The Endurance Coachpreneur: Business Tips for... ·

2026/08/12

I write my training plan every week before I ever step foot in the pool or on the track. So why would my business be any different? In this episode, I'm breaking down the framework I teach inside Dream to 6 for building an actual system around your sales, not just random posts and hoping something sticks. I call it the Six C's, and I walk through all six levels of the "triangle," from the daily habits at the base to the bigger quarterly plays at the top. I talk about: Why athletes hire the co...

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23:40

Episode 137 - Plug The Leak

The Endurance Coachpreneur: Business Tips for... ·

2026/08/05

How many athletes did you lose last year that you could have kept? Not the ones who got hurt or pregnant or had to step away for good reasons. The ones who just quietly drifted off. We spend so much energy on the front door, getting new athletes in, and almost none on the back door, where people are leaving and we're not even noticing. In this episode, I'm breaking down: Why that leak is probably the most expensive thing happening in your businessWhy it's rarely about your coaching and almost...

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21:56

Episode 136 - All About Pricing

The Endurance Coachpreneur: Business Tips for... ·

2026/07/29

Two weeks ago, we talked about the worth wound. Today, I'm taking it further, and we're doing some actual math. I want you to break down exactly how many hours a month you spend per athlete. Plan writing, calls, texts, feedback, all of it. Then divide that into what you charge. Most of you are going to be shocked at your real hourly rate. And I mean shocked. We'll get into why this happens (hint: you're pricing off what YOU would pay, not what the transformation is worth), the mistakes that k...

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17:23

Episode 135 - The ONE Thing You Need To Do in the Age...

The Endurance Coachpreneur: Business Tips for... ·

2026/07/22

I'm heading into vacation and this idea hit me mid-teaching Content That Recruits Module 2. I had to share it now! One of my mentors just gave our group a stat that stopped me cold: 82% of people don't have any systems around how they do their work. I'm a little obsessive about systems these days, and it's the exact thing that's saved me the most time and made me more fulfilled with my athletes and coaches. In this episode, I'm breaking down the one system I want every coach listening to buil...

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16:26

Episode 134 - All Around Your Worth As A Coach

The Endurance Coachpreneur: Business Tips for... ·

2026/07/15

If you've ever been at the kitchen table on a Sunday night still writing training plans, second-guessing every decision, that's not a time management problem. That's the worth wound. In this episode: What the worth wound is, and why so many coaches carry itThe lie it tells you: that you need to be "more" before you can charge more or believe in yourselfMartyr to the marketplace, and why struggling isn't proof you careWhy confidence comes after the action, not before itWorth is a decision, not...

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22:38

Episode 133 - The 5 Year Average: What Long-Term...

The Endurance Coachpreneur: Business Tips for... ·

2026/07/08

Selling season is coming. Most of you will spend it chasing new athletes. I want you thinking about retention instead. I recently did the math on my own roster and found my average athlete sticks with me for years, not months, including some who've stayed through major life detours and come right back when they were ready. In this episode, I break down what actually keeps athletes around for years instead of one race cycle: Why longevity planning (not jumping straight to a marathon or an Iron...

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21:53

Episode 132 - How to Out-Coach AI

The Endurance Coachpreneur: Business Tips for... ·

2026/07/01

AI is coming for a lot of industries. But is it coming for ours? This episode is for every coach who's had a quiet worry in the back of their mind about what AI means for the future of endurance coaching. And for the coaches who are using AI to get ahead, this one's for you too. Here's the thing. AI can write a training plan. It can analyze data. It's getting smarter. But there's one thing it cannot do. Be HUMAN. In this episode, I discuss how I use AI to save time, upgrade my athlete experie...

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17:27

Episode 131 - The One Thing You Can Do Now To Improve...

The Endurance Coachpreneur: Business Tips for... ·

2026/06/24

I just got back from Happy Valley 70.3 with 10 athletes on the course. And I've been thinking about what coaches can do RIGHT NOW, in mid to late June, that will pay off all the way through 2027. It's not a funnel. It's not a new offer. It's a team race. In this episode, I'm breaking down why picking a team race (and picking it early) might be the simplest retention move you're not making. We talk about how to choose the right one, when to announce it, how to use it to bring boomerang athlete...

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16:13

Episode 130 - How to Fix Your Content So It Converts

The Endurance Coachpreneur: Business Tips for... ·

2026/06/17

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 needleThe feast-or-famine posting cycle that's quietly killing your credibilityThe one question every post need...

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