The Athletes You Want Are About to Go Looking for a Coach.
Be the One They Find.
A 2-week group coaching experience for endurance coaches who want to fill their roster with ideal athletes this Selling Season.
August 31st - September 11th.
70% of your year's inquiries land in one season, starting now.
This is how you get more than your share.
Registration closes Sunday, August 30th @ 8PM EDT
Be The Coach Athletes Find.
A 2-week group coaching experience for endurance coaches who want to fill their roster with ideal athletes this Selling Season. $177.
August 31st - September 11th
70% of your year's inquiries land in one season, starting now. This is how you get more than your share.
Taught by Michelle Lake. 17 years coaching tri and run, USAT Level 3, and 300+ endurance coaches mentored on the business side.
Registration closes August 30th
You're not missing athletes because you're a bad coach.
You're missing the busiest window of the year.
Does This Sound Like You Right Now?
- An athlete just told you they're taking the off-season off, and your stomach dropped.
- You're watching your roster get a little lighter and quietly wondering what next year is going to look like.
- Spring and early summer were slow. A trickle of inquiries, maybe one, maybe none.
- You know you should be marketing for the busy season ahead, but your website, your profiles, and your onboarding are all a little dusty.
- You've never actually planned for the busiest inquiry window of the year. You just hoped athletes would show up, at some point.
Here's what's actually happening.
Every year around now, coaches start to get nervous.
Athletes finish their last A race, some take a break, and it can feel like everyone is leaving and no one is coming.
Imagine the flipside.
- Your website, your profiles, and your inquiry path are dialed in and speaking directly to your ideal athlete.
- The surge hits and you're ready. Inquiries come in and you're doing sales calls instead of scrambling.
- You get to be picky. You're interviewing them as much as they're interviewing you, and you're building a roster of athletes you actually love coaching.
- Your onboarding runs clean, even the month you bring on five to seven people at once.
- By December, you're pleasantly surprised, not panicked. Right where you wanted to be, on purpose this time.
That's what a prepared selling season looks like. Doors close August 30th.
Let's build yours.
INTRODUCING
SELLING SEASON
A 2-week group coaching experience that gets you ready
to capture the selling-season inquiry surge,
so you land more than your fair share of your ideal athletes with less stress and better systems.
- Grow more this Selling Season than you ever have before.
- KEEP and retain your current athletes - keep what you already have (if you are less than an average of 18 months per athlete you NEED this program!)
- Clean up your front-end and back-end systems so onboarding is smooth, quick and not chaotic
- Walk away with marketing tailored to your exact selling season to get more athletes, but more importantly, the athletes that make you EXCITED to work on their plans and give feedback!
Two weeks. A full roster. And massive time savings.
WHAT YOU GET
Two full weeks inside Telegram (August 31 to September 11), coached by Michelle.
Telegram is a free app like WhatsApp or Voxer.
It means you fit this into your life instead of sitting through a course. Put the voice notes on over your car speakers.
Watch a call while you're making dinner. Jump in when you have a minute.
Inside the Experience
- Daily voice trainings from Michelle walking you through each part of the framework
- 3 live calls, all recorded (so you never miss one):
1. Selling Season #1: Wednesday, September 2nd, 1pm EDT
2. Selling Season #2: Wednesday, September 9th, 1pm EDT
3. "Make Selling Easier": Friday, September 11th, 1pm EDT
- Ongoing Q&A: drop your questions anytime and get answers
- A collaborative community of endurance coaches to learn alongside
- Lifetime access to all program materials
Bonuses
The Selling Season Tracker
A tracker that helps you stay on top of every conversation, inquiry and follow up to maximize bringing on new athletes!
Selling Season Content Prompts
A plug-and-play pack of the exact posts that pull inquiries in this window: the "spots open" post, the "what makes me different" post, the FOMO post, and more. Fill in your voice and post.
The Onboarding Email Swipe
A copy-paste welcome email plus a simple onboarding checklist, so when five athletes say yes at once, not one slips through the cracks.
A collaborative community of endurance coaches to learn alongside.
Build your network of engaged athletes.
Grow and solidify your endurance athlete network so referrals and inquiries flow.
Scale systems, back end.
Cleaning up your back end systems means less time stuck in admin and more time coaching your ideal athletes or living your life.
The framework you'll work through
Your personalized plan to optimize this season
- Double down on your current athletes. It costs 5 to 7 times more to get a new athlete than to keep one you already have. We start with retention.
- Build your community. Grow and solidify your network so referrals flow.
- Run selling-season marketing. The right posts, the right offer, the right visibility at the one time of year athletes are actually looking.
- Systems, front end. Your website, profiles, inquiry path, and email funnels, all ready and speaking to your ideal athlete.
- Scale systems, back end. Onboarding and automation so you can bring on five new athletes without one slipping through the cracks.
"Selling Season gave me exactly what I needed as a newer coach: how to nail my messaging, my conversations, and my mindset right when fall races wrap up and athletes start looking for their next coach. It's a real business advantage, taught in a way that's concise, clear, and actually fun."
— Coach Sam D.
"Selling Season was exactly what I needed to get motivated to find more athletes. It gave me a real framework for building a bigger roster, plus the mindset to actually get it done. The coach community was engaged and full of great questions, and Michelle gave fast, insightful answers the whole way through. Fun program. Highly recommend."
— Coach PJ
"Michelle's enthusiasm is infectious. By the end of two weeks, I was excited to get selling, with a list of real, actionable takeaways I could use right away. Michelle takes the mystery out of selling as an endurance coach. So glad I signed up."
— Coach PK
"Selling Season was worth every penny. I walked away with clear action steps and real confidence in my ability to keep growing my business. Looking forward to working together again."
— Coach NT
Hi, I'm Michelle.
I help endurance coaches go from nervous every Selling Season to fully booked on purpose.
17 years coaching endurance athletes. 300+ coaches guided on the business side. USA Triathlon Level III certified, one of around 40 coaches in the country at that level. Host of The Endurance Coachpreneur podcast.
I coined Selling Season a few years ago because I lived the other version of it first. Early in my career, I'd start losing athletes in September and shake in my boots about next year, convinced everyone was leaving and no one was coming. Every single December, athletes came out of the woodwork and I ended up right where I wanted to be.
Then I learned to stop leaving it to luck.
Your business today is a reflection of the action you took three to six months ago. Everything we do in these two weeks is you, deciding your selling season on purpose.
Is Selling Season For You?
It's for you if...
- You coach endurance athletes (triathlon, run, cycling, swim) or work in the endurance space (all endurance experts welcome!)
- You have athletes now and want more of the right ones this selling season
- You're ready to be choosy about who you bring on, not take everyone who asks
- You want your systems cleaned up before the busy window hits
- You're newer making a go at it, or full-time and scaling
It might not be for you if...
- You're not willing to put yourself out there and market for a couple of weeks
- You want a done-for-you agency to run it all instead of coaching that helps you build it
- You don't want to grow at all
Your Investment Options
Selling Season
One athlete who signs with you because of this pays for it in a single month, and most coaches bring on several!
This isn't a cost, it's the highest-leverage two week investment you'll spend before your busiest season of the year.
Registration closes August 30th at 8PM EDT
$177.00 USD
Dream Launcher
Have less than 5 athletes? Dream Launcher is for you.
- Includes Selling Season
- The FULL Dream Launcher Course so that you can get your first 5 athletes
- Recordings available in Circle for active members
- Plus monthly masterclasses, Q&A and community
- Cancel anytime
- The BEST investment if you are really new and want the most support
$217.00 USD/quarter
Your Investment Options
Selling Season
One athlete who signs with you because of this pays for it in a single month, and most coaches bring on more than one.
This isn't a cost, it's the highest-leverage two weeks you'll spend before your busiest season of the year.
Registration closes August 30th at 8pm EDT
$177.00 USD
Dream Launcher
Have less than 5 athletes? Dream Launcher is for you.
- Includes Selling Season
- Recordings available in Circle for active members
- Plus monthly masterclasses, Q&A, community, and the full Dream Launcher course
$217.00 USD/quarter
FAQs
I already have a good number of athletes. Why do this?
Because the more inquiries you get, the pickier you can get. This is how you stop taking everyone and start building a roster of athletes you love coaching, with higher retention on the ones you have.
I don't have a huge audience. Will this still work?
Yes. We work with what you have. Doubling down on current athletes and tightening your systems doesn't require a big following, and the marketing prong meets you where you are.
I'm in the Southern Hemisphere. Does Selling Season apply to me?
It does. My Southern Hemisphere coaches see the exact same uptick at the exact same time. Selling Season tracks the calendar year, not your racing season, so this window lands for you too.
What if I can't make the live calls?
All three are recorded and yours to keep. Most of the experience lives in daily voice drops you can listen to anytime, anywhere.
What's Telegram?
A free app like WhatsApp or Voxer. It's where the whole experience lives so you can fit it into your day instead of blocking out course time. Our customers rave about our Telegram experiences.
How long do I have access?
Lifetime access to all program materials.
I'm 10/10 ready to take my coaching business from kinda working to full roster, full time, dream business territory. What do I do?
Doors close August 30th at 8 PM EDT. If you're ready, don't wait on this one. Book a call in with me HERE. We'll talk options.
©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
Coaches who've run Selling Season with me come back for it year after year.
In Dream to 6, the selling season call is one of the highest-attended calls of the entire summer, and it's the coaches who've already been with me for years who show up for it.
That's how much this Selling Season window matters.