Stop Posting Into the Void.
Turn your content into athlete inquiries.
The proven system for triathlon, running, and cycling coaches who are ready to build a content engine that recruits.
Built by a USAT Level III Coach (1 of ~40 in the US)
300+ Coaches Trained
16+ Years in Endurance Coaching
Does This Sound Like You?
You post consistently but the inbox stays quiet.
You get likes. You get "great tip!" comments. You don't get inquiries.
You know you're a great coach but your Instagram doesn't reflect it.
You spend hours creating content and have no idea if any of it is actually working.
You feel like you're always posting but rarely recruiting.
Imagine if...
Every post had one job, and you knew exactly what that job was.
Athletes started reaching out before you ever pitched them anything.
Your content built trust while you were busy coaching the athletes already on your roster.
Content feels easy and abundant, not like an obligation you dread.
From posting into the void to building a content system that actually recruits athletes,
this shift is exactly what Content That Recruits is built to do.
INTRODUCING
Content That Recruits
The content foundation that takes your content from random and ignored to consistent and athlete-recruiting without posting more, chasing the algorithm or burning out.
- A content system that fills your inbox with the right athletes, not just likes.
- A repeatable framework so you never stare at a blank caption again.
- A way to write content that makes your ideal athlete feel like you already understand them.
- A system that runs even when you're busy coaching (not one more thing competing for your time!).
- The confidence to show up consistently because you finally know exactly what to post and why it works.
Here's Exactly What's Inside
9 Self-Paced Modules
Each week builds on the last, from your first scroll-stopping post to a system that runs the athlete recruiting for you.
Module 1
The 8 Recruiting Tools
What content types bring in inquiries?
Module 2
The Messaging Ecosystem
Make writing to your ideal athlete easy.
Module 3
Stop The Scroll
Create content that makes athletes stop and engage!
Module 4
Content Faster
Dramatically cut your content creation time!
Module 5
Pillars On Repeat
What content works for YOU and how to make it repeatable.
Module 6
Hooks & Handraisers
Get your ideal athlete reading your posts and reaching out.
Module 7
Stories & Video That Convert
How to effectively use IG to grow
Module 8
The AI Multiplier
You built the system. Now let's make it run even faster.
Module 9
From Content to Conversion
This is where the engine turns on and brings everything together.
How You Access It
Go at your own pace. No live call to schedule around.
Every lesson will be pre-recorded and released on a rolling basis. Watch it on your lunch break, your rest day, whenever works. Workshop your actual content, on your own time. Come back to any lesson as many times as you need.
BONUS: Template Library
The program will come with ready-to-use templates released on a rolling basis pulled directly from the program. You're not just learning the system, you're walking away with content you can post immediately.
How Long You Have Access
Recordings are added to your own permanent training page on a rolling basis with the full library complete by September 21st. Yours to keep forever.
Hi, I'm Michelle:
And I help endurance coaches go from posting into the void to running a content system that actually recruits athletes.
16+ years coaching. 300+ coaches trained. USA Triathlon Level III: one of roughly 40 coaches at this level in the entire United States. Host of The Endurance Coachpreneur podcast.
I built my own coaching business almost entirely on referrals until it started quietly shrinking, even as my coaching results were getting better. The turn came when I stopped waiting for word of mouth and started showing up consistently with content built specifically to recruit endurance athletes.
I don't teach generic social media advice. I teach the exact system I used (and so many of my clients) to go from invisible to fully booked because I built it inside endurance, for the endurance industry.
"After Michelle's course, I went from a $6.6K month to $8.8K to $10.8K over 8 months (64% increase), with focused content as one of the primary changes I made."
Coach William
"After working with Michelle, I went from $2,805 to $4,600 to $6,829 in revenue by creating consistent content and getting used to putting myself out there."
Coach Josh
Is This For You?
It's for you if...
- You're a triathlon, running, or cycling coach with at least a handful of athletes and you want more inquiries from your content.
- You're posting consistently but not seeing it translate into your inbox.
- You're ready for a repeatable system, not more random tips.
- You want to work through it at your own pace and walk away with content ready to post.
- You're tired of guessing whether your content is actually working.
It might not be for you if...
- You aren't interested in talking to your ideal athletes about things you both love, endurance sports.
- You're looking for a course you'll watch once and never open again. This comes with homework, and it works best when you actually do it.
- You prefer to use AI for all your content and you want to sound like everyone else.
Your Investment
Content That Recruits
Recorded, self-paced, yours for life.
- Lessons release on a rolling basis, with the full library complete by September 21.
- Go at your own pace. No schedule to build your life around.
- Permanent training page with every recording, yours to revisit anytime.
- Template library included.
- Lifetime access. Come back to any lesson whenever you need it.
$247.00 USD
Self-paced modules created by a USA Triathlon Level III coach (and running coach), plus a template library built specifically for endurance coaches, for less than the cost of losing one athlete to a competitor with a stronger content presence.
FAQs
What am I going to get out of this program?
This is the exact content foundation every coach in my paid programs starts with, the first homework I give every new Dream to 6, Dream to 7 and Dream Launcher member. You're getting the same starting point my paying clients get, standalone.
Is this for beginners or advanced coaches?
If you have at least a handful of athletes and want more inquiries from your content, this is built for you. If you're brand new to coaching, Dream Launcher is the better starting point, you still get FULL access to Content that Recruits! Win-win!
What sport does this work for?
Triathlon, running, cycling, and other endurance disciplines. The framework is built specifically for our sport (not generic social media advice repurposed for coaches!).
Do I need to be good at writing or design already?
No. Module 4 is built specifically for coaches who feel slow or stuck creating content. You'll leave with a system, not just inspiration.
Nine modules. One system that runs while you coach.
©2026 Coach Michelle Lake. All rights reserved.
Questions? Email [email protected] | @coachmichellelake on Instagram
The Dream Programs — Helping Endurance Coaches Build Profitable, Lasting Businesses
What Coaches Are Saying
"I joined the Dream programs in January 2026 and am currently a Dream to 6 member. One of the most impactful resources I’ve used is the Content That Recruits course. It pushed me to get out of my comfort zone by using all eight content types and creating more intentional, scroll‑stopping posts in my marketing.
Since implementing what I learned, I’ve grown by roughly 600 new followers, increased engagement across the board, and most importantly social media has become my primary source of athlete inquiries. About 60% of my current roster found me through my social media content in the last 6 months.
I’ve learned how to show up consistently, be my authentic self, build sustainable systems, and truly coach through my content. I’d recommend this course to any coach ready to level up their presence and their business!"
Coach LK
"Michelle helped me dial in my niche and create content that feels authentic, relatable, and aligned with my coaching brand.
Together, we identified a clear target audience and built a content strategy that delivers value while giving people a genuine look into who I am as a person and coach.
Social media for a personal brand was completely new to me, but within a few months I found my rhythm, gained confidence, and started creating content that consistently resonates. THANK YOU!"
Coach SF
"Content That Recruits was a game-changer for me. Before working with Michelle, I was super inconsistent with my content, and I hated Instagram.
Now, I have an endless supply of ideas, content pillars that actually make sense for my niche, and more confidence in what I'm posting and how I'm writing my captions. Every couple of months, I like to go back through a few of the videos to generate some fresh ideas. It truly is a gift that keeps on giving."
Coach RL
"I hated content. I had no ideas and I would constantly procrastinate. Until Content That Recruits taught me why a coach needs to create content and how to make it easier.
Now I plan out a month of content, produce it without overthinking and have seen some excellent growth and engagement on my IG account which has helped athletes find me."
Coach BF