Not Enough Participants for Your Group Coaching Program?

One of the biggest fears when you create a group coaching program is this: what if not enough people sign up?

You pour your energy into designing something meaningful, you put it out into the world — and then you hear crickets.

In this article, we’ll walk through exactly how to handle that moment. You’ll learn how to define your minimum number of participants, create humane fallback options if sign-ups are low, and have transparent conversations with the people who do join. We’ll also look at the other side of the coin — what to do if too many people sign up and you risk losing intimacy. By the end, you’ll have a Plan to Pivot that keeps your group coaching program grounded, no matter what the numbers look like.

Putting a new group coaching program out there is scary. It’s vulnerable. And of course it’s disappointing if no one signs up. And yet, it happens.

That’s why I love Kerry Dobson’s idea of creating a Plan to Pivot. Instead of scrambling if you don’t hit your numbers, you already know what your options are.

“If you don’t hit your minimum, what’s your strategy? Do you postpone? Do you invite others in? Do you run it as is? Deciding ahead of time takes the sting out of the moment.” – Kerry Dobson, Small Group Architect

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If You Don’t Have Enough Participants > Pivot

Step 1: Define Your Minimum

What’s the smallest number of participants that makes sense for your program?

For me, that number has sometimes been as low as three. And yes, that can feel tiny. But I’ve learned that even a small group can be deeply valuable — as long as expectations are clear.

“If we only had three participants, I’d have an open conversation. For some, it’s a huge benefit because they get lots of personal attention. For others, the group dynamic matters more. We’d decide together.” – Sarah Santacroce, Conscious Business Coach

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Step 2: Prepare Humane Options

If you don’t have enough participants, here are three humane ways to pivot:

• Run it anyway: Treat it as a beta round, focus on deep learning, and gather feedback.
  
• Invite handpicked participants: Offer scholarships or reduced pricing to trusted people who add value to the group dynamic.
  
• Postpone and relaunch: With transparency, ask the original participants what timing works best and keep them supported in the meantime (maybe with monthly calls or bonus materials).
  

The key is deciding ahead of time which of these feels right for you. That way, you won’t be making the decision in the middle of panic or disappointment.

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Step 3: Talk to Your Participants

The most underestimated strategy? Simply having a conversation with the people who did sign up.

I’ve done this many times. I’d say, “Here’s the reality — we’re only three. Here’s what that could mean for you. Do you still want to go ahead?” And more often than not, they’ve said yes.

“Bringing participants into the decision is powerful. It’s their experience too, so co-creating the path forward makes everyone feel included.” – Kerry Dobson, Small Group Architect

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But What if Too Many People Sign Up?

While the fear is usually not enough participants, the opposite can happen too. And if intimacy is central to your promise, overfilling a group can hurt the experience.

That’s why I set a maximum. For my current program, I capped it at 10.

“Every time you make it bigger, you have the potential to impact intimacy. If intimacy is part of your promise, you have to cap the group.” – Kerry Dobson

If you exceed your maximum, here are humane ways to handle it:

• Split the group: Run two cohorts in parallel (e.g., Tuesday and Thursday).
  
• Create a waitlist: Enroll them in the next round and keep them engaged with interim support.
  
• Combine groups occasionally: If you do split, bring everyone together for larger reflection sessions.
  

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Final Thoughts on Not Having Enough Participants for Your Group Coaching Program

So what if you don’t have enough participants for your group coaching program?

You don’t need to panic. You need a plan.

Whether you decide to run with a smaller group, invite others in, or postpone, the most important thing is to be transparent and co-create the solution with your people.

Because when you create a group coaching program, numbers aren’t the only measure of success. Intimacy, alignment, and transformation matter more. And the right people always show up.

FAQs about Group Coaching Programs

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: What if I Don’t Have Enough Participants for My Group Coaching Program? (coming soon)

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

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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