When you set out to run a group, it’s tempting to think enrolment ends when someone pays and signs up. But in reality, enrolment is about much more than transactions. It’s about creating clarity, building trust, and setting the tone for the transformation ahead.
That’s why enrolment best practices for your group coaching program matter so much. They reduce misunderstandings, prevent drop-offs, and turn nervous first-timers into confident, engaged participants.
In this article, we’ll walk through the enrolment best practices that set your group coaching program up for success. You’ll learn how to clearly communicate your program’s promise, be transparent about commitments, and set the tone for shared responsibility. We’ll explore how to co-create expectations with participants, prevent misunderstandings and drop-offs through strong onboarding, and balance structure with flexibility. These humane practices turn enrolment from a simple transaction into the foundation for trust, clarity, and transformation.
Clarify the Promise of Your Program
Start by being crystal clear about the transformation your group offers. Don’t just list dates and times — explain how participants will grow, shift, and what outcomes they can realistically expect.
When I invite people into my programs, I focus on the heart of the work:
“Marketing is the invitation — the candles, the ambiance, the warm welcome. Selling is when I walk around with a tray and ask, ‘Would you like some?’ The programme itself is where transformation happens.” – Sarah Santacroce, Conscious Business Coach
By painting that picture, you help participants self-assess whether this is the right fit for them right now.
Be Transparent About Commitments
One of the most humane enrolment best practices for your group coaching program is transparency. Let participants know exactly what they’re committing to:
- How long each session will be
- The overall program length and pacing
- Reflection or homework between sessions
- Attendance expectations (and what happens if they miss)
Clarity avoids disappointment later. As Kerry reminded me:
“There’s nothing wrong with a small group. But if two people don’t show up, suddenly you’re talking to one person. Being upfront about what that could look like helps set realistic expectations.” – Kerry Dobson, Small Group Architect
Set the Tone for Responsibility
A successful group coaching program is not a passive classroom. It’s a co-created space where each participant holds responsibility for their own growth.
When I enrol participants, I remind them:
“This is not a sit-back-and-listen program. You’re here to engage, reflect, and apply. That’s where the transformation lives.” – Sarah Santacroce
Position yourself as a guide, not a fixer. Your role is to hold the container and support the journey — but participants walk the path themselves.
Co-Create Expectations With Participants
Even with clear guidelines, every group has its own unique culture. That’s why I love co-creating expectations in the very first session.
Ask simple but powerful questions like:
- What do you need to feel safe here?
- How do we want to handle confidentiality?
- What helps you stay engaged?
You can capture these agreements in a group charter or shared document. This makes the program feel like a partnership rather than a top-down set of rules.
As Kerry said:
“Bringing participants into the decision is powerful. It’s their experience too, so co-creating the path forward makes everyone feel included.” – Kerry Dobson
Reduce Misunderstandings and Drop-Offs
Many drop-offs in group programs happen not because people lose interest, but because they weren’t clear on what to expect. You can prevent that with a strong onboarding process:
- Send a welcome email or video outlining the journey
- Host an optional pre-program Q&A
- Provide a clear “what to expect” guide (logistics + emotional tone)
I like to be upfront about challenges:
“Some sessions will feel light and energizing. Others may stretch you and feel uncomfortable. Both are part of the journey.” – Sarah Santacroce
That kind of honesty builds trust.
Create a Smooth Onboarding Experience for your Group Coaching Program
Onboarding is the bridge between signup and the first session. A smooth experience sets the tone.
- Make enrolment simple with clear signup and payment options
- Share Zoom links, dates, and materials right away
- Add a human touch with a personal note, short check-in call, or video
As Kerry pointed out, many traditional “masterclass funnels” leave people wary. A transparent and warm onboarding process feels refreshing and genuine.
Balance Structure With Flexibility
Finally, one of the most overlooked enrolment best practices for your group coaching program is balancing structure with flexibility.
Yes, have a clear session flow and milestones. But let participants know you’re also open to adapting. Some weeks the group might need more space to reflect. Other times, they may want extra practice.
This balance reassures participants that while there is a container, it can bend to fit their needs.
Final Thoughts on Enrolment Best Practices for a Group Coaching Program
Enrolment isn’t just about filling seats. It’s about creating clarity, safety, and shared ownership before the program even begins.
When you follow enrolment best practices for your group coaching program — clarifying the promise, being transparent about commitments, co-creating expectations, and creating a smooth onboarding — you set the stage for deep transformation.
Because when participants know what to expect, feel included, and trust you, they show up fully. And that’s when your group truly comes alive.
FAQ About Group Coaching Programs
A: A group coaching program brings together several clients who share similar goals or challenges. Instead of one-to-one sessions, the coach guides participants through a shared process that includes learning, reflection, and peer support. Group coaching helps create community, accountability, and collective insight — all while making the coach’s time more sustainable.
A: The ideal group size depends on your topic and style, but most coaches find that 4–12 participants strikes a good balance. It’s large enough for rich discussions yet small enough for everyone to be seen and heard — which keeps the experience humane and personal.
A: Most programs last 4 to 12 weeks, with weekly or biweekly sessions. Shorter programs help participants stay focused and engaged, while longer ones support deeper transformation. The right length depends on your goals and the outcomes you promise.
A: Ethical pricing means balancing fair compensation for your expertise with accessibility for your clients. Start with the value participants receive — not just the hours you spend. Then consider your business goals, your market, and your energy. Transparency and choice (like offering payment plans) keep pricing aligned with your values.
A: Zoom and Google Meet are the most common for live sessions, while tools like Circle, Kajabi, Skook, Mighty Networks, or Slack support community between calls. Choose the platform that feels simplest for you and your participants — ease of use helps everyone stay present and connected.
A: Mix teaching with interaction. Encourage peer sharing, breakout discussions, and reflection exercises. Check in between sessions and celebrate milestones. A humane group coaching program focuses not only on learning outcomes but also on belonging and growth.
A: For clients, it’s connection, learning from others, and feeling part of something bigger. For coaches, it’s scalability, deeper impact, and more balanced energy because programs are repeatable. Done well, group coaching creates a ripple effect — one transformation inspiring another.
Other Resources Related to Creating a Group Coaching Program
Blog post 1: How to Create a Group Coaching Program: Find the Right People
Blog post 2: Group Coaching Program Template: Map the Journey
Blog post 3: Not Enough Participants for Your Group Coaching Program?
Blog post 4: Pricing Your Group Coaching Program
Blog post 5: Enrolment Best Practices for Your Group Coaching Program > this one
Blog post 6: How to Run a Group Coaching Program
Need Help Creating Your Group Coaching Program?
If you’d like help with designing your own group coaching program, we’re here for you. We’re two experts in our respective fields: Kerry is a Group Program Architect who loves working with authors and other experts to create unique group designs, while Sarah is a Conscious Business Coach who helps coaches and entrepreneurs integrate a group program into their overall business strategy.
Kerry Dobson is a Group Program Architect who helps authors, coaches, and experts design impactful, profitable group programs that clients love and leaders enjoy delivering. With a background in adult learning and group facilitation, she specializes in turning wisdom, content, and tools into transformational experiences that are repeatable, sustainable, and deeply engaging. Kerry believes connection is the key to lasting results in groups and programs.
You can book a free 30-minute program clarity session with Kerry here. Please mention this blog series so we know it’s working 😉
Sarah Santacroce is a Conscious Business & Marketing Coach who helps coaches, entrepreneurs, and changemakers with their business development, which includes designing group coaching programs that align with their business strategy and values. She especially loves the creation phase — working with clients to develop their unique framework, shape a hybrid delivery model if needed, and ensure the program feels both impactful for participants and sustainable for the business. With her humane marketing and selling approach, Sarah helps leaders create group programs that not only serve their people but also fit seamlessly into the bigger picture of their business. She believes that the right structure, rooted in resonance and strategy, can turn a great idea into a transformational experience.
You can apply for a free 30-minute clarity call with Sarah here. Please mention this blog series so we know it’s working 😉
P.S. we are partners, not competitors. We are complimentary in our work. So if you’re booking a call with both of us, we’ll know 😉 And that’s fine, as long as you’re not just shopping for the lower price.
Humane Marketing to Share Your Group Coaching Program
The 7Ps of Humane Marketing and its 1-Page Humane Marketing Plan is a roadmap for Changemakers who want to market from an Ubuntu heart & mindset.
Rooted in reflection, they start with the P of Passion to think about our bigger WHY and then continue to help us figure our very own Personal Power: what’s our story?, how are we wired?, what are our values and our worldview? Picture this journey as an exploration of our vision, mission, values and the unique strengths we bring to the table. By intertwining Passion, Personal Power, People and Partnership with traditional elements like Product, Price, and Promotion, the 7Ps of Humane Marketing carve a path that not only resonates with our ideal clients but also amplifies the impact of our business.
It’s a holistic approach, where every marketing decision reflects the depth of our commitment, echoing the principles of a truly humane and conscious business.
>> Read more about the 7Ps of Humane Marketing.
>> Read more about Marketing for Changemakers
More Resources
Podcasts
Podcast: The Humane Marketing Podcast, conversations with guests, organized around the 7Ps of Humane Marketing
Downloads
- The Humane Marketing Glossary: Humane Marketing Words we love
- Manifesto: The Humane Business Manifesto (no opt-in)
- Creed: The Humane Marketing Creed (no opt-in)
- The One-Page Marketing Plan (email opt-in)
Books
- Business Like We’re Human, Sarah Santacroce
- Marketing Like We’re Human, Sarah Santacroce
- Selling Like We’re Human, Sarah Santacroce
Sarah Santacroce is a Conscious Business Coach, author of Marketing Like We’re Human, Selling Like We’re Human, and Business Like We’re Human. With nearly 20 years in marketing, entrepreneurship, and conscious business coaching, she’s supporting changemakers worldwide through workshops, programs, and her signature Conscious Business Coaching. Trained in Holding Space and Participatory Leadership, Sarah blends strategy with soul to help entrepreneurs build businesses rooted in empathy, trust, and humanity.
Sarah has been a guest on nearly 100 podcasts and has been podcasting for almost 15 years. Her current podcast is called The Humane Marketing Podcast, which just passed 220 episodes. She also owns www.sarahsantacroce.com
👉 find out more about Conscious Business Coaching
👉 find out more about Conscious Business Marketing Coaching
👉 find out more about the Marketing Like We’re Human Group Program
👉 find out more about the How to Sell in 2026 & Beyond Group Program
