Endurance Coach Business Mentor | Coach Michelle Lake

Coach Michelle Lake, USAT Level 3 Coach and Endurance Business Mentor, specializes in teaching other endurance coaches, professionals and experts (Triathlon, Running, Cycling, Swim, Strength, Nutrition, Race Directors, Physical Therapists and more!) how to run a profitable business while navigating from hobby-coaching to part-time coaching and then to full-time businesses.

We help endurance coaches/experts grow thriving businesses by leveraging the unique dynamics of our sport: where athletes value personalized plans, deep connections, and niche expertise. What unites us all is our shared mission: helping athletes get faster and grow through racing. If you’re ready to stand out, market smarter, and build a business that reflects the heart of endurance coaching, you’re in the right place.

We offer two programs for coaches who want to grow their businesses. The Dream to 6 program combines 1:1 coaching and group training to mentor coaches in marketing, content creation, building community, time management and more for coaches that have experience in coaching at least 5-10 athletes.

Michelle is also the head coach for Dream Launcher - a program for new coaches that are just getting started or have less than 5 athletes. The focus is landing your first clients!

Since 2022, her programs have helped 300+ coaches grow their athlete roster and begin the journey to building their dream businesses.

As Seen In

Featured on the TrainingPeaks Coach Blog

Athlete Retention: How to Keep Athletes for Years, Not Seasons

It costs 5–7x more to win a new athlete than to keep one. Michelle shares the coaching habits behind a 13-year longest stay and a five-year average roster. Hint: it's not better workouts.

Read on TrainingPeaks →

From Side Hustle to Full Time: The Systems Every Coach Needs to Make the Jump

Full-time coaching is possible, but not without the right systems. Michelle shares the 4 must-have systems to put in place before you make the jump.

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Featured in Triathlete Magazine

Meet the Oldest-Ever Woman to Compete in Kona

At 80, Natalie Grabow is the first woman ever to race the 80-84 age group at the Ironman World Championship.

Read on Triathlete →

You Just Lost an Athlete. Here's What to Do Next.

Every coach gets that email eventually. Michelle explains why it's normal and how to turn the reclaimed hours into new athlete pipeline before the fall inquiry rush.

Read on TrainingPeaks →

WELCOME TO THE DREAM PROGRAMS

Join our business accelerators for endurance coaches, professionals and experts.

Coaching is already your dream job. Let's make it a full-time reality!

Athlete Retention: How to Keep Athletes for Years, Not Seasons

From Side Hustle to Full Time: The Systems Every Coach Needs to Make the Jump

Meet the Oldest-Ever Woman to Compete in Kona

You Just Lost an Athlete. Here's What to Do Next.

Business Tips for Triathlon, Running, Cycling and Endurance Coaches

"Starting is business is hard - don't do it alone! The program is well rounded, and touches on multiple key aspects of important pillars to establish your endurance business."

STOP COACHING FOR PASSION - START BUILDING FOR PROFIT

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