When it comes to pricing a group coaching program, many solopreneurs hesitate. They either undercharge because they worry no one will pay, or they mimic what others are charging without aligning the price to their own value.
But pricing isn’t just a number. It’s a reflection of your worth, your people’s commitment, and the transformation you’re offering.
In this article, we’ll cover how to price your group coaching program with confidence and integrity. You’ll learn how to reflect your program’s true value, set fair beta pricing for early rounds, and use early bird offers without resorting to pressure tactics. We’ll also explore offering scholarships in a way that strengthens your group dynamic, and why transparent pricing is one of the most humane ways to build trust with your people.
Reflect Your Value and Impact
Before setting a price, get clear on the transformation your program delivers. What will participants walk away with? What shifts will they experience in their business, mindset, or life?
Kerry reminded me that this clarity is what people are truly paying for:
“When people see how thought-out your program is, they feel comfortable investing. They’re not buying time with you, they’re buying the transformation you’ve designed.” – Kerry Dobson, Small Group Architect
Instead of asking, What will people pay? start with What is this program worth in terms of results and value?
Strategies for Beta Pricing
Your very first round is often a beta round — a chance to test, refine, and gather feedback. It’s natural to price a beta program lower, but avoid discounting so much that it undermines the value.
Think of beta pricing as a win-win: participants receive more personal attention in exchange for their honest feedback. Make it clear that future rounds will be priced higher as the program matures.
Early Bird Offers
An early bird offer isn’t about fake urgency. It’s about rewarding those who are ready to say yes.
Offer a reduced price for those who commit early, with transparent communication: “I value people who are ready now, so here’s a bonus for stepping in early.”
This creates natural momentum while keeping integrity intact.
Scholarships and Accessible Pricing
For some coaches, offering one or two scholarships feels aligned with their values. This can be a way to include voices that add richness to the group but might not otherwise be able to join.
I’ve done this in the past by inviting handpicked participants:
“Sometimes I’ve offered a reduced rate to a member of my community I know would contribute a lot. Everybody wins: they gain access, the group dynamic strengthens, and the program feels more alive.” – Sarah Santacroce, Conscious Business Coach
The key here is transparency. Let the group know you’ve included a scholarship participant so no one is left guessing.
Build Trust Through Transparency
People are tired of hidden pricing and “book a call to find out the cost.” One of the most humane enrolment practices is to put your pricing on the sales page, right alongside what’s included.
This builds trust and helps potential participants self-select.
As Kerry put it:
“When you’re transparent from the start, you remove resistance. People can make an informed choice instead of feeling like they’re stepping into a sales trap.” – Kerry Dobson, Small Group Architect
Final Thoughts on Pricing a Group Coaching Program
Pricing a group coaching program isn’t about squeezing the most money out of your people. It’s about aligning your value with the transformation you offer, while building trust through transparency.
Start with beta pricing if you’re new, reward early commitment, consider scholarships if that feels aligned, and always communicate your pricing openly.
Because when you feel confident in your pricing, your participants will feel confident saying yes.ren’t the only measure of success. Intimacy, alignment, and transformation matter more. And the right people always show up.
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 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 > this one
Blog post 5: Enrolment Best Practices for 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
