When coaches start thinking about group programs, one of the first questions is always the same:
“What should I include — and how much should I charge?”
As a lawyer for coaches, I see this question from a very different angle. I’m not just looking at what sells. I’m looking at what actually works, what creates real transformation, and what avoids refund disputes, community drama, and legal headaches later.
In this post, I’ll walk you through what I’m currently seeing in group coaching programs — including pricing ranges, common inclusions, and how recent market shifts (including AI) are changing the landscape.
This is not about copying what someone else is doing.
It’s about understanding what’s customary, what’s defensible, and what aligns with ethical scaling.
The Core Components of Most Group Coaching Programs
Group coaching programs tend to follow a fairly consistent structure. While the tools and platforms evolve, the foundational elements have remained stable for years.
A Defined Transformation Built on a Method
Every successful group program is built around a specific transformation.
That transformation usually comes from a method the coach has developed through one-on-one work. Often, that method is already:
- written
- recorded
- or otherwise documented
This content typically lives in a membership site or course platform and allows clients to self-study between live sessions.
This self-study component is what allows group coaching to scale without requiring constant real-time access to you.
Live Group Calls
The second core element is live group calls.
These are usually:
- weekly or monthly
- led by you as the head coach
- structured around teaching, hot seats, or Q&A
Some programs cap the time. Others leave it open-ended. Either approach can work — what matters is clarity around access and expectations.
Live calls are where the human element shows up. They are also where scope creep and disappointment can begin if the program is not designed intentionally.
A Community Space
The third most common inclusion is a group community.
Historically, this has been a Facebook group. More recently, I’m seeing:
- Slack channels
- private communities
- platforms like SKOOL
The specific platform matters less than the usability for your clients. Convenience increases participation, and participation increases results.
Community spaces provide:
- peer accountability
- shared learning
- emotional support
They can also be a source of conflict if not properly structured, which we’ll address in later videos in this series.
Additional Inclusions I’m Seeing (With Caution)
Beyond the core elements, some group programs include additional layers.
Guest Experts
Guest experts are common in higher-tier programs and can add real value when they directly support the transformation.
They should not be added just to inflate perceived value.
Support Coaches
Support coaches are becoming more common, especially as group sizes grow.
They help maintain:
- accountability
- responsiveness
- emotional support
Support coaches can significantly improve outcomes, but they also increase delivery costs and must be priced accordingly.
One-on-One Calls as Add-Ons or Bonuses
Some programs include:
- limited one-on-one calls as a bonus
- optional paid add-ons
This can work well if expectations are crystal clear and access is tightly defined.
Done-For-You Services (Use Sparingly)
Done-for-you elements are increasingly rare — and for good reason.
They:
- increase risk
- blur boundaries
- create fulfillment bottlenecks
Unless they are essential to your niche, I generally discourage including them in group coaching programs.
What About Retreats or In-Person Events?
If your program includes:
- retreats
- live events
- in-person components
You are likely no longer running a standard group coaching program.
At that point, you may be operating a:
- mastermind
- live event series
Those formats require different pricing, different agreements, and different risk management — which is why I recommend separate contracts and structures for them.
Group Coaching Pricing in 2025–2026
The biggest market shift I’m seeing right now is the impact of AI.
AI has pushed:
- course prices down
- one-on-one prices up
Group coaching now firmly occupies the middle.
Current Pricing Ranges I’m Seeing
Here are two real examples from contracts I’ve recently drafted:
Lower-End Group Program (~$2,000)
- 12 weeks of prerecorded content
- one monthly group call
- limited access window
Higher-End Group Program (~$8,500)
- prerecorded content
- regular group calls
- guest experts
- support coaches
- lifetime access to the membership site
- ongoing community
The difference in price directly reflected the scope, access, and support — not arbitrary value stacking.
A Critical Pricing Principle
Do not design your program by asking:
- “What can I add so I can charge more?”
- “What can I strip out to make it cheaper?”
Instead, ask:
“What does my client actually need to get the promised transformation?”
Build the program around that answer.
Then price it.
Payment Plans: A Non-Negotiable Rule
If you offer payment plans, they should never extend beyond the program duration.
Payment plans that outlast delivery:
- dramatically increase nonpayment
- create disputes
- lead to resentment
When the program ends, motivation drops. Your payment structure should account for that reality.
Why This Matters Legally
Group coaching sits at a dangerous intersection:
- high ticket
- shared access
- emotional investment
When programs are poorly packaged or mispriced, the fallout shows up as:
- refund requests
- payment disputes
- community conflict
Clear structure, intentional pricing, and realistic inclusions dramatically reduce those risks.
What’s Coming Next
In the next video in the Group Coaching Legally series, I’ll walk you through:
- the exact legal documents you need
- policies that prevent community drama
- how to protect access, content, and expectations
If this post helped you understand what’s happening in the market, be sure to like and subscribe so you don’t miss what comes next.
