Joanna Lott Coaching

Lessons Learned from Launching a Group Programme

a pc screen featuring a group coaching programme

How to Launch a Successful Group Coaching Programme: A Step-by-Step Guide

Table of Contents:

  1. Introduction
  2. The Benefits of Running a Group Coaching Programme
  3. Step 1: Determine Your Niche and Programme Promise
  4. Step 2: Plan an Effective Promotion Strategy
  5. Step 3: Understand the Statistics and Audience Size
  6. Step 4: Deliver an Exceptional Group Experience
  7. Tips for a Successful Group Programme Launch
  8. Conclusion


Launching my group coaching programme two years ago was the best decision I ever made for my business. In this comprehensive guide, I share the lessons I’ve learned and the strategies that have helped me refine my process over the years.

The Benefits of Running a Group Coaching Programme:

Before diving into the specifics, it’s essential to highlight the advantages of launching a coaching group programme. Group coaching allows you to:

  • Reach and impact more clients simultaneously, amplifying your influence.
  • Generate a steady stream of recurring revenue for your business.
  • Build a community of like-minded individuals who can support and learn from each other.
  • Establish yourself as an expert in your niche by working with multiple clients.

Step 1: Determine Your Niche and Programme Promise:

a keyboard with a post it note saying know your audience

Niching is vital for any business, but it’s even more crucial when launching a coaching group programme. You need to create a space where participants feel among a similar tribe, sharing values, missions, and challenges. Start by identifying your ideal client and tailor your programme specifically for them.

When crafting your programme promise, avoid merely describing the topic (e.g., helping people stop procrastinating or build confidence). Instead, focus on their tangible end goal – the holy grail they’re willing to pay for. For example, if they stop procrastinating, what would they achieve? Launching their business? Getting a promotion? Highlight the real, life-changing difference your programme can make.

Step 2: Plan an Effective Promotion Strategy:

Allocate at least eight weeks for your promotion period. Introducing your audience to the topic, raising awareness, and gaining engagement takes time and patience. A systematic approach is crucial.

Map out your launch thoroughly, considering elements like:

  • Building visibility and growing your audience in the lead-up to the launch.
  • Creating an event like a webinar or a five-day challenge to allow potential clients to get to know you better.
  • Consistently sharing valuable content related to your programme’s theme.

Step 3: Understand the Statistics and Audience Size:

Before launching your group programme, it’s essential to understand the average conversion rates. Typically, only 1-4% of attendees from a webinar or challenge will convert to paying clients. This means you’ll need a substantial audience to fill your group effectively.

If you’re struggling to attract one-on-one clients, it may be challenging to enroll enough participants for a group programme. Consider starting with a presale to your existing network, ensuring you have a minimum number of confirmed participants before launching.

Step 4: Deliver an Exceptional Group Experience:

a group of coaches sitting around a table

Your goal should be to create an amazing, interactive learning experience that participants look forward to attending. Foster an environment where they gain valuable insights from their peers and their own reflections.

Encourage sharing and mutual accountability, building a sense of community that lasts long after the programme ends. Share your vulnerability and embrace imperfections – this authenticity will help participants connect on a deeper level.

Prioritize an excellent onboarding experience, providing quick wins and a warm welcome from day one. This reassures participants that they’ve made the right decision and sets the tone for the rest of the programme.

Tips for a Successful Group Programme Launch:

Here are some additional tips to ensure a successful launch:

  • Validate your offer: Ensure there is a demand for your programme by conducting market research or gathering pre-sale commitments.
  • Build anticipation: Gradually introduce the programme concept to your audience, sharing sneak peeks and creating buzz.
  • Leverage social proof: Showcase testimonials and success stories from past participants or clients.
  • Offer bonuses and incentives: Provide added value to encourage early sign-ups or referrals.
  • Optimize for conversions: Ensure your sales pages and checkout process are user-friendly and optimized for conversions.


Launching a successful coaching group programme requires careful planning, audience-building, and a commitment to delivering an exceptional experience. By following the steps outlined in this guide, you’ll be well-equipped to create a thriving group programme that empowers your clients and scales your coaching business. Remember, it’s a journey of continuous learning and refinement, so embrace the process and celebrate your successes along the way.

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You can also listen to my new content on my podcast Women in the Coaching Arena

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Hi, I’m Jo, and I’d love to help you on your coaching journey. I spent 20 years in corporate HR but faced challenges balancing work and family. Refusing to settle, I ventured into coaching, seeking financial success aligned with my values. Overcoming limiting beliefs, I developed strategies to attract clients, leading to the creation of my Reliable Results Path. Now, I support coaches in achieving their goals through my Business of Coaching program. My values of honesty, personalization, and courage guide me, fostering a community of impactful coaches who believe in inclusivity and making a difference. More about me




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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.