When you ask yourself how to create a group coaching program, the first step isn’t picking a platform or building a curriculum. It’s finding the right people.
The success of your group isn’t about ‘butts in seats’ — it comes from bringing together participants who resonate with your vision, lift each other up, and are ready for transformation.
In this article, based on a series of conversations (click to watch on Youtube) between Kerry Dobson, Small Group Architect and me, Sarah Santacroce, Conscious Business & Marketing Coach, we’ll explore how to identify and attract the right participants for your group coaching program so it feels aligned, energizing, and impactful.
Are You Ready to Launch a Group Program?
Actually, I’ll have to back up even one step further and start out with some tough but honest truth: a group coaching program won’t sell if you haven’t already been able to sell your coaching one-on-one.
If your 1:1 coaching services aren’t resonating with clients yet, then adding a group offer won’t magically change that. It’s not a shortcut. In fact, it’s often harder to fill a group because you’re inviting several people at once instead of just one.
That’s why it’s so important to first build a solid foundation of 1:1 coaching.
Once that foundation is in place, creating a group coaching program becomes a natural next step. You already know your people, and now you’re simply inviting them into a different format.
You might enjoy listening to this podcast with Kerry about creating meaningful group programs.
Ok, now we can start with finding the right people for your group coaching program.
Why Start with Participants First?
Too often, entrepreneurs design their programs in isolation. They map out modules and dates without asking: Who is this group really for?
That’s a mistake. Just like you need to have an ideal client for your 1-on-1 coaching, you also need to know exactly who is an ideal fit for your group.
“When you know exactly who you’re creating the group for, everything clicks — the language, the content, even how you sell it.”
– Kerry Dobson, Small Group Architect
Knowing your participants means understanding their real desires, not just what you think they need. That clarity sets the stage for everything else.
How to Test Resonance Before Launch
You don’t need to wait until your sales page is live to know if your program resonates. You can gently test the waters:
- Emails – Share stories or reflections connected to your future program. See who replies or leans in.
- Micro-lives – Host a short 20-minute session on LinkedIn, Instagram, or even Insight Timer. Notice what themes spark conversation.
- Mini-workshops – Offer a free or low-cost workshop that touches on one part of your framework. Observe what lights people up.
“These touchpoints help you refine your message and your understanding of who is drawn to your work. It’s real-time feedback.” – Kerry Dobson
Encourage Self-Selection and Alignment
The best groups are built on alignment, not persuasion. That means using language that lets people see themselves in your program.
Practical ways to encourage self-selection:
- Be transparent about who your group is not for.
- Share examples of past clients or stories of future participants.
- Create space for curiosity and questions — no pressure.
When participants choose themselves, they show up committed, engaged, and ready.
Final Thoughts on How to Create a Group Coaching Program
If you’re wondering how to create a group coaching program that truly transforms, don’t start with the curriculum. Start with the people.
The best curriculum in the world won’t matter if the group dynamic isn’t right. What creates transformation is resonance: people who feel safe enough to share vulnerably, inspired enough to take action, and supported enough to keep going when it gets tough.
When you focus first on the people — those who align with your worldview, who are ready for change, and who bring diverse perspectives that enrich each other — the curriculum naturally comes to life. The sessions become more than content delivery; they become shared experiences of growth.
So before you outline modules or build slides, ask: Who do I want in the room? Who do I serve best? Who will benefit most right now? That clarity is the foundation of every successful group coaching program.
FAQs 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 2: Group Coaching Program Template: Designing Your Program Structure
Blog post 3: What if I Don’t Have Enough Participants for My Group Coaching Program?
Blog post 4: Enrolment Best Practices for Your Group Coaching Program
Blog post 5: Pricing Your Group Coaching Program
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
