COACH MICHELLE LAKE
Coaching isn’t always easy, but even after 15+ years, I believe it’s the best job in the whole world! In 2010 when I first started coaching I was wholly focused on athlete results. The bigger the result the better: 28 Ironman World Championships qualifications, athlete successes, and picture perfect race days.
But what I hadn’t anticipated was the crippling anxiety that “maybe” my favorite athletes were leaving, the exhaustion and expectation of putting every part of me into their results and ignoring marketing because it meant that I wasn’t a good coach.
When Covid hit, my coaching business was already on a downwards trajectory, with fewer athletes year after year. But in that bleak time I was introduced to business mentorship. What a gift! I never knew you could get help improving your business! And I saw that my mindset, negative thinking and lack of entrepreneurial skills were holding me back - it was like I woke up.
I learned that business, like sport, could be a “stretching” and competitive endeavor. I discovered that I could hone my entrepreneurial skills and become comfortable with putting myself out there. I realized that the power of business coaching and mentorship was similar to the support I had given my athletes for over a decade.
I fully stepped into becoming a Coachpreneur and found almost instantaneous success! I leaned into my passion for business growth and studied everything I could on the marketing, time management, mindset and sales. As a result, my coaching business, Fiv3 Racing, exploded with new athletes and higher profits, but more importantly I itched to help other coaches get the success that I had with this identity shift to business OWNER.
I started Coach Michelle Lake and the Dream Programs in early 2022 to not only help endurance coaches grow, but to change the whole industry: to value the powerful and unique contributions of coaches as professionals with tremendous worth to our sport.
Since then, I have helped over 200 coaches navigate their place in business evolution from hobby to full time to 6-figure coaching businesses.
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.
© 2023 All Rights Reserved
