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 everything
• The 10-80-10 rule
• Why systems and automations might be the bigger AI opportunity for your business
• The truth about who's going to win as AI content floods the market

The 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 impossible
• Hot seats: the most powerful coaching tool in the room and why breakthroughs happen when you turn your mic off
• The 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 built

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 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 out
• Why adding more offers can actually shrink your revenue
• How to sequence your offers the right way as you grow
• The launch calendar strategy I use with my Dream to 7 coaches

Links and resources mentioned:

• Built to Last Masterclass
• Dream to 7 Waitlist

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

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 business
• The real reason getting athletes feels impossible right now
• The four non-negotiables every new coach needs to have in place

You 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 results
• Why fear of judgment is quietly running your business (and how to stop it)
• The "control trap" and what it's really costing you
• How to take more action with less emotional weight

Does 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/infoform

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