Your roster should be growing more by now. Here is why it's not.

This free training will help you break the gain one athlete and then lose one cycle and build a roster that actually grows.

Most endurance coaches with a leaking roster think it is a coaching problem.

It is not.

The reason your roster is not growing has nothing to do with your talent and everything to do with three business gaps you were never trained to fill.

In this free 3-module training, you will:

Find out exactly what is happening
Get tools to start fixing it this week
See the complete picture of what a full roster that grows consistently actually requires.

Free 3-module training for endurance coaches who are ready to keep athletes longer, build a pipeline of new athletes and create so much more impact.

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Who It's For

This free training is for you if...

You have experience coaching at least 5 athletes and you are ready to build a real, sustainable business.
Your roster never seems to stay full - athletes come in, athletes leave, and the growth feels painfully slow or completely stalled.
You are a good coach. Your athletes get results. But the business side feels like you are constantly starting over.
You want to go full time but the inconsistency of your income makes that leap feel out of reach.
You have been showing up, posting, doing the work -- but without a clear system connecting any of it.
You quietly wonder if the problem is YOU - and you need someone to tell you the truth about what is actually going on.

Meet Michelle Lake.

Hi! I'm Michelle and I am a USA Triathlon Level III and endurance business coach and I've helped 300+ coaches build profitable coaching businesses in our Dream Programs. We specialize in helping mid-level coaches breakthrough. I've been where you are and built the system that actually works - helping you grow your roster and create more athlete impact!

What You Will Learn

Three modules. 31 minutes.

Binge all three modules in just over 30 minutes or take them one at a time. Either way - start with Module 1.

MODULE 1

Why Your Roster Keeps Leaking

Find out why a leaking roster has nothing to do with your coaching ability - and everything to do with three specific business gaps nobody ever taught you to fill.

You will self-diagnose exactly which gap is costing you the most right now.

MODULE 2

The Retention Foundation

Learn the 3 retention pillars that keep athletes signed, engaged, and referring - and run your current roster through a fast 4-question audit to identify your highest flight risk athletes and what to do about them this week.

MODULE 3

How to Actually Get Your Roster Full

See the complete sales and pipeline system that coaches with growing rosters run consistently - so that you are attracting so many new athletes before, during, and after any loss that you are seeing real growth month over month. This is what it looks like when you stop reacting and start building.

"My only regret is not working with Michelle earlier. Working with her has been absolutely invaluable in growing my business in a sustainable and authentic way. Michelle's wealth of knowledge and guidance will lead you to grow a community that leaves you feeling connected, fulfilled, and profitable! Since working with her, I have doubled the number of athletes I work with. I feel more excited, enriched, and full of purpose."

- Coach E. K, Dream to 6 member

"Working with Coach Michelle has been a game changer for my business. It’s now incredibly easy for athletes to inquire, connect, and take that next step to see if we’re a good fit. In just the last 4 months, I’ve had over 20 inquiries and converted more than half into athletes I now coach. When I started with the Dream Programs, I had 18 athletes and now I have 37 with several more pending."

- Coach Josh, Dream to 6 member

Trusted by 300+ endurance coaches who have used this system to go full time and scale to 6 figures.

Yes - Show Me How to Fill My Roster