COACH MICHELLE LAKE
Michelle (Shelly) Lake, a former collegiate swimmer and conference champion at the United States Naval Academy (Class of 1998), has been a USAT Level 2 Endurance Coach since 2013 and a USAT Level 1Coach since 2010 after starting triathlon and road running races in 2006.
Michelle owns Fiv3 Racing – a coaching company with 45+ athletes but also one of the biggest triathlon teams in the Washington DC area with close to 75 Team members.
In early 2022 Coach Michelle started a new endeavor, Coach Michelle Lake, specializing in teaching other endurance (Triathlon, Running, Cycling, Swim) coaches how to run a profitable business while navigating from hobby coaching to part-time and then to full-time businesses. She leads two programs: group/1:1 coaching program (Dream to 6) where she teaches and mentors coaches in marketing, content creation, building community, offer generation, pricing and time management – essentially how to grow coaching businesses while saving time and gaining profitability.
Additionally she’s the head coach of Dream Launcher, a program for newer coaches or those that just want to get their feet wet in business and marketing coaching. So far her programs have helped 100+ coaches grow and begin the journey to building their dream businesses!
Coached Athlete Highlights: 24 Ironman World Championships Qualifications, 20+ Boston Qualifications, numerous Ironman 70.3 Worlds qualifications, plus two have met criteria for Professional Card.
Michelle (Shelly) Lake
Owner & Head Coach @Fiv3racing, @CoachMichelleLake
Triathlon Coach & Endurance Business Coach
Shelly@fiv3racing.com
www.fiv3racing.com
Our goal is to help endurance coaches bridge the gap from hobby to creating a dream, impact filled, profitable coaching business.
We're incredibly fortunate to have such an amazing group of assistant coaches working with our coaches! They're passionate about their sport, dedicated to teaching valuable (and practical) skills, and cultivating a positive and abundant mindset. Get to know the fantastic women who help make our team so special below.
Chief Integrator
Beth has been a triathlon coach almost as long as Michelle (14 years)! Facing burn-out in 2022, she joined the Dream to 6 program to rejuvenate her coaching mindset. She moved into her role as an integrator for Coach Michelle in 2023. She handles many of the operational tasks for our Circle community and is the go-to for technical questions and coordinating the leadership team.
She has developed a 4C approach to coaching her athletes and our coaches. Her goal is to connect you with your next clients, cultivate the best systems for your business, help you overcome the challenges you'll face and celebrate you every step of the way.
USA TRIATHLON LEVEL II-ENDURANCE
USA TRIATHLON RACE DIRECTOR
USA CYCLING LEVEL III
VDOT RUN COACH
Lead Coach
Robin has been passionate about triathlons since 2014 when she competed in her first. She soon found herself helping friends get into their first start lines and coaching them to their next finish lines. In 2022, the Dream to 6 program helped her overcome imposter syndrome - and her coaching business took off.
Since then she has coached over 150 athletes. She is a full-time coach and a stay-at-home mom to her four children. She started a local club in 2022 called Rise Up Racing with 25 members. In 2025 she reached 120+ members. She expanded her business and brought on five assistant coaches, started a youth division, and continues to run successful camps and clinics. She is now a race director and is working towards bringing new athletes to the sport in her local area.
Robin specializes in strategic planning for growth in the Dream Programs. She helps coaches to expand and develop sustaining programming and successful camps & clinics. She also is very passionate about growing a sustaining community.
Lead Coach
Jo - who is based in Hertfordshire, England - completed her first triathlon in 2016 and was immediately hooked. She found the technical side of swim, bike and run fascinating so it wasn't long before she started coaching.
In a nutshell, her coaching philosophy is to train smarter not harder. That's why she created Smarter Tri. I work with the whole person to make smarter choices to deliver great results for each individual athlete.
She does the same for the coaches in the Dream Programs. Her aim is to help build your strengths and minimize your weaknesses so that you can improve all aspects of your coaching business.
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