Exploring the Pros & Cons of Starting a Group Coaching or Consulting Program: A Decision-Making Guide
Are you a coach or consultant considering group coaching programs? The appeal can be huge, as it's an opportunity to expand your movement at scale. Plus, you can potentially reduce your one-to-one client load, buying yourself back your most precious resource: TIME.
However, adding a group component to your service business is no small endeavor. And, there's a significant risk involved if things go wrong.
If you're asking yourself these questrions, pour yourself a cup of tea, sit back, and let's explore the pros and cons of group coaching, including some useful tips for effective delivery, and key success factors to help you make a decision about whether or not this is the right direction for your business—whether you're new to group coaching or looking to enhance your existing programs.
Personally, I've incorporated a couple of different group format programs into my business here at SM&Co over the years. For two years, I hosted a marketing membership program, which I eventually closed because the labor to deliver the style of membership I sold was overwhelming and I've also facilitated our annual Summer of SEO group strategy program. Prior to this, I led various group format programs as a professional education instructor at a local college, which brought me a lot of insights into the delivery side of group programs.
Understanding Group Coaching & Consulting Programs
Let's get down to the basics and look at what exactly a group program is. Group programs work with the coach or consulting facilitating multiple individuals at the same time, typically in a small group setting (though I've seen some that are massive!).
This approach allows participants to benefit from shared experiences, build their networks, learn from diverse perspectives, and mutual support while working towards their individual goals. My client Chrysta calls this "being in community," and I believe that's an apt description when these programs function well. People often learn better this way.
When considering group coaching programs, it's essential to understand the definition, benefits, and key considerations associated with this coaching approach.
What is Group Coaching?
First of all, many of the programs labeled "group coaching" are often something somewhat different. I call my own program a group strategy program, while others are more akin to either group consulting (the facilitator consults with the group on action steps) or hybrid learning (live learning with curriculum). For ease, we'll talk about "group coaching," but understand that this term is very imprecise.
Group coaching involves a leader facilitating a group of individuals who come together to work on their personal or professional development goals. The coach provides guidance, support, and accountability to the group as a whole, while also addressing the unique needs of each participant within the group dynamic. The should typically be shared goals and a program outcome, though this varies a fair bit.
Finally, group coaching is NOT a mastermind.
Key Considerations Before Starting a Group Coaching or Consulting Program
Before you go all in on starting a group program, ask yourself four essential questions:
Consider the dynamics of the group—how will you handle conflicts and challenging participation styles?
Don't forget he individual needs of each participant—can you individualize while maintaining the program's progress?
Ensure the overall structure of the program makes sense for the outcome you program—make sure the timeframe, price, curriculum, and format are clear.
It's essential you create a safe and inclusive environment where each participant feels valued and supported—how will you communication this?
Common Formats for Group Coaching Programs
Time-Limited Formats with a Supporting Curriculum (ie, 3-6 months with monthly curriculum drops and group calls)
Pop Up Programs that Last a Week or a Month around a specific theme
Membership-style programs with group Q&As
Always-open rolling coaching programs, usually formatted where participants can join live calls and get spot coaching as needed
Hybrid style programs around a course in which members can get group support on an ongoing basis
The Pros of Group Coaching Programs
A lot of good comes out of group formats! Here are a few that stand out to me.
Accountability, Networking, & Community Development
For many of us, the world feels disconnected. Group coaching provides a sense of community and belonging, as participants can connect with others who are facing similar challenges. This creates a supportive environment that fosters accountability and motivation. I struggle with talking about the accountability side, as I philosophically believe that accountability comes from within ourselves, but I can't dispute that it's motivating to see others making progress!
Cost-effectiveness & Accessibility
Group coaching programs are often more affordable than one-on-one work making them accessible to a broader audience. Participants can benefit from the expertise of the leader at a lower cost. However, it's important to remind potential buyers of your group program that it is not the same as a tailored, personalized service. My client LeighAnn has written extensively about demand for personalized services, so consider this trend before deciding to shift to groups.
Diverse Perspectives & Shared Experiences
Group coaching allows individuals to gain insights and perspectives from others in the group, leading to a richer learning experience. Participants can learn from each other's experiences and approaches to problem-solving. This requires some humility from the leader, but when it works, it's fantastic.
Your Movement Expands
I love one to one work, but if you're a purpose-drived entrepreneur, you may find the momentum behind your work feeling downright glacial at times. Group programs bring more people into your way of thinking, and expands your reach faster. I love seeing people take my methods and adapt them to their own businesses and the snowball keeps rolling. Groups are magical that way.
The Cons of Group Coaching Programs
I'm not going to lie, group formats can also be hard!
Limited Individual Attention
In a group setting, it can be challenging for the coach to provide the same level of individualized attention and support that is possible in one-on-one coaching. Participants may feel that their specific needs are not fully addressed within the group dynamic.
I've found that the lower price point can sometimes also mean that folks sort themselves into a group program who would be better off paying a consultant or coach for a one-time consult because their challenges are so specific or unusual that they truly need that one to one dialogue.
Potential for Group Dynamics and Conflicts
No one loves conflicts: they're awkward and difficult for even trained facilitators to untangle.
Group coaching can sometimes lead to conflicts or challenges within the group dynamic. Differing personalities, communication styles, and goals among participants may create tension that needs to be managed effectively by the coach.
Before you start your first group session, have a written policy about how you plan to handle conflicts—I'd even go so far as to have a cash reserve set aside to refund someone if they have challenges thriving in your group program.
Varied Progress and Commitment Levels
Participants in a group coaching program may progress at different rates and demonstrate varying levels of commitment to their goals. This can create disparities in the group dynamic and may require additional support and guidance from the coach.
You cannot drag your group members across the finish line. As I mentioned, accountability ultimately comes from within, and know that sometimes people move at different paces and you need to understand and plan for that.
Strategies for Effective Delivery of Group Coaching Programs
When we were planning our group program in 2024, Josh, who has an instructional design background, and I spend a lot of time establishing what success would look like, and here are the core strategies we identified.
1. Establish Clear Goals and Guidelines
Clearly define the objectives and expectations of the group coaching program from the outset. Establishing guidelines for participation, communication, and goal-setting can help create a structured and focused environment.
In the Summer of SEO cohort, we also emphasized this by setting goals each month of our program, kicking it off with a goal setting video everyone could watch before our first meeting of each month. These goals were repeated at those sessions and in our written program outline each member was given. A clear, written program outline is essential as well—many coaches skip this step, and it's truly unacceptable.
2. Manage Group Dynamics and Engagement
Be proactive in managing the group dynamics by fostering open communication, active participation, and mutual respect among participants. Encourage collaboration and constructive feedback within the group.
We provided guidelines for questions and engagement when onboarding our group. I also kept records of who asked questions and who got support so no one person dominated the discussion. You should know, however, that some individuals cannot participate in live programs but may still join to watch recordings and benefit from the group dynamics—it's good practice to check in with them as well.
3. Provide Individualized Support Within a Group Setting
While addressing the needs of the group as a whole, it's importan to offer individualized support to each participant. This can be achieved through personalized feedback, tailored exercises, and one-on-one check-ins as needed.
Offering a "VIP" tier can be great for those folks who need private check-ins. However, be savvy about how much one-to-one you can handle—ask me how I know! Again, tracking who's spoken (I just do this in a notebook) in live sessions is important here. Ask a simple question such as, "Is there any support you need, [NAME]?" if a participant has been silent for several sessions.
Three Example Success Metrics for Group Coaching Programs
I absolutely believe in defining success for any service we offer. I start by asking the questions:
What does success look like for my group during the program?
What does success look like for my group six months after the program's conclusion?
I borrowed this methodology from my time teaching adult professionals at the college level and it hasn't failed me yet! It truly empowers you to think big while staying grounded in tangible outomes. You're welcome to borrow my outcomes when brainstorming your next group program:
You Have Build a Strong Sense of Community and Trust
Purposefully create and cultivate a supportive and inclusive community within the group that fosters trust, empathy, and collaboration among participants. A strong sense of community encourages open sharing and mutual support and ensures everyone is a success story.
You Have Fostered Open Communication and Active Participation
Encouraging open communication and active participation within the group creates an environment where participants feel heard, valued, and motivated to engage with the coaching process. This leads to a more enriching and impactful experience for everyone involved. It does also require you check your ego at the door—because open communication goes both ways!
You Have Monitored & Adjusted the Program Based on Group Feedback
Regularly soliciting feedback from participants and being responsive to their needs is essential for the success of a group coaching program. Coaches should be prepared to make adjustments to the program based on group feedback to ensure its relevance and effectiveness. I did just this in Summer of SEO when I realized I'd paced the program a smidgen too fast for my group members. So I tweaked and made it right. Rigidity only hurts your program—be flexible.
So, should you start that group coaching program?
It depends! Go into the process knowing that you're working with a dynamic group of humans who all bring their own experiences to the table. I treat my groups as if they're one high ticket client, like I would a corporate group. It shifted my mindset to think about the quality of my program and how to provide an experience I could be proud of. I see people struggle when they think of their groups as a "low ticket" alternative to one to one services.
If you do move forward with your group, keep your mind open, honor the uniqueness of your members, and continue to adjust and adapt to ensure it's a stellar success—that's the best way to fill your next group program!
Key Takaways About Starting a Group Coaching Program
1. Group Coaching is a Scalable and Cost-Effective Approach(but it's not easy!)
Group coaching offers a way to reach a larger audience while reducing the time commitment per client. This can be particularly beneficial for coaches and consultants looking to expand their impact and increase their income.
2. Building Community is Essential
Creating a supportive and inclusive environment is crucial for the success of a group coaching program. Participants benefit from the sense of community and accountability that comes from working with others towards shared goals.
3. Effective Group Coaching Requires Careful Planning and Management
Managing group dynamics, addressing individual needs, and providing clear guidelines are essential for a successful group coaching experience. Coaches should be prepared to handle potential challenges and adapt the program as needed.
4. Group Coaching Offers Unique Benefits
Participants in group coaching programs can benefit from diverse perspectives, shared experiences, and the opportunity to learn from others. This can lead to deeper insights and faster progress towards their goals.
5. Consider the Pros and Cons Before Starting a Group Program
While group coaching offers many benefits, it's important to weigh the pros and cons carefully. Just because all the cool coaches are doing it doesn't mean you have to—do what's right for you!
Are you a coach or consultant considering group coaching programs? The appeal can be huge, as it's an opportunity to expand your movement at scale. Plus, you can potentially reduce your one-to-one client load, buying yourself back your most precious resource: TIME.