Coach Michelle Lake

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Coach Michelle Lake

I teach Endurance Coaches how to run a profitable business, get more athletes, and transition from hobby to full time coaching.

Make more money, become more efficient, & grow your business.
15+ year veteran of Tri Coaching, Head Coach & Owner

14/06/2026

Cool day at Ironman 70.3 Happy Valley!
📹:

10/06/2026

46 athletes coached 1:1. That’s what content as a skill produces.

When I learned content I personally doubled my athlete roster in one year.

It didn’t just transform my life, it transformed so many of my people.

KQs, Boston Quals, first time Ironmans, finding love in sport again all in the additional people I was able to help.

The system I learned and created has been 4+ years in the making with 300+ coaches going through it.

Our clients are growing, doubling rosters, hitting 6 figures, quitting their day jobs, scaling their impact on the daily. And at it’s base is CONTENT that RECRUITS.

I want people to get my system without needing to test everything like I have the last 4+ years - without all the time and expense.

And FOR THE FIRST TIME I am teaching the system to everyone. The system is getting a major upgrade too 🥵🤩.

Want in on the action? DM me or comment the word ENGINE and I will give you the details on my system, The Recruitment Engine, that I will be teaching for free, live, on Tuesday June 23rd. You don’t want to miss it!

08/06/2026

I said it.

Let’s focus on what really matters.

The “sexy” data?

Or getting to know your people:
1. Timely feedback
2. Life constraints
3. Enjoyment aka longevity and having fun
4. Listening
5. Working mindset limiters.
6. All the other stuff: fueling, strength, how work impacts training, time management, etc.

Or how you can help them improve their VO2 max .01% on a workout that was too hard for their fitness/life and they skip anyways 😆

29/05/2026

How long do your athletes stay with you on average?

My athletes are currently at over 4.9 years on average.

Business growth is easier when athletes stay with you longer. Period.

If your athletes are on your roster less than 2 years, I have a free resource, the Full Roster Fix that will help your athletes stay with you longer so you can continue to grow. DM me the word FULL to get your free copy.

14/05/2026

The slide is real. The slide is quiet. And sometimes it takes years before you even notice it happened.
You didn’t stop caring. Life just kept happening. Kids, COVID, burnout, circumstances that made it easier to pull back than push forward. And one by one, the things that used to light you up became “I used to do that.”
If any part of this hit you, drop a comment below. You are not alone in this!

12/02/2026

Curious about how I can help you grow your business? Message me the number 100 and we can chat!

25/11/2025

A lifetime in sport.

A little bit about me:
- I’m a wife and a mom, our son is 10 and a 5th grader.
- I’m a lifelong endurance athlete. Starting with my first swim meet the summer between 1st and 2nd grade just like my son.
- I swam competitively until the end of my junior year at the United States Naval Academy. At USNA I was a conference champion in the 100/200 breaststroke and both medley relays
- After graduating I spent 6 years as a Naval Officer on two ships and back at USNA as a Company Officer
- In 2006 I did my first triathlon, and a few months later my first 70.3
- In 2007 I did my first Ironman, about 6 weeks after breaking my collarbone in a bike crash. My collarbone is still broken almost 20 years later.
- I started coaching in 2010, and went full time right after getting my USAT Level 2 Endurance in Kona in 2013.
- I started with my good friend and USAFA grad in 2016.
- I have helped 28 athletes qualify for Kona and Nice Ironman World Championships.
- I began this second business almost 4 years ago, to serve endurance coaches looking to grow their coaching businesses, learn marketing, and build the entrepreneurial mindset so that they can transition to making coaching into an amazing full time job or scaling into bigger businesses.
- I have now worked with over 200 coaches, creating two new programs (the Dream Programs), 3 in person business coaching retreats, a 16k downloads podcast (The Endurance Coachpreneur)
- A brand new program is coming in January of 2026 - can’t wait to tell you more!
- I am fully now in my Swim Mom era volunteering heavily in our town’s summer swim league serving as President of the league (non-profit) of 800 youth swimmers

Send me a DM if you are interested in learning more about getting help creating your dream business by creating more impact and income!

14/08/2025

Every August used to make me sweat. 😅
Athletes wrapping up their seasons.
Others "taking a break" with no guarantee they'd come back.
Me wondering if this was the beginning of the end for my coaching business.

But here's what I discovered...
September wasn't the end.
It was the start of what I now call Selling Season: the #1 window of the year to grow your roster.
This is when…..
Athletes finish their big "A" race and want a new
plan for next year
Some have disappointing results and are ready for a change
People finally commit to those BIG 2026 race goals and start looking for a coach

Instead of losing ground, I learned how to use this time to GROW and l've been teaching coaches how to do the same ever since.

That's why I created the Selling Season 2-week program:
My 5-pronged framework to double down on your current athletes, build community, market effectively, and have the systems ready to onboard new athletes FAST.

We start soon. If you want to make this Selling Season the best one yet - comment or message the word SELLING and I’ll get you the details.

29/06/2025

More on these realizations:

1. It’s ok to invite an ideal athlete to work with you. Not only is it flattering, it’s also a way to get the process moving faster. You may be told no - but that’s often an other way to say not yet.
2. Marketing is just a process for your ideal athlete to find you. Wouldn’t it be sad if your perfect match (and their perfect match is you) never found each other? Marketing is just creating pathways.
3. Many athletes want to test drive you first. Having lower ticket offers allows for this and for you to build that trust the athlete needs.

What did you wish you learned earlier? Comment below ⬇️

19/02/2025

If you are guilty of a few (or more 😕) of these comment BUILD below and I will send you a link to register for the free Build your Coaching Sales Machine training I am starting NEXT MONDAY the 24th to help you have the most inquiries EVER come in this spring!

… especially if you’re reading through this list and are asking yourself whoa what is all this?! You need this!

Comment BUILD and I will send you the details!

Address

16801, 16803, 16804, 16805

Website

http://Www.linktr.eE/coachmichellelake

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