“My lawyer says I can charge more for this.”
That line surprises a lot of coaches — especially those moving from one-on-one coaching into group programs.
After all, the promise of group coaching is leverage.
More people. Fewer calls. Less time per client.
But here’s the reality: group coaching doesn’t eliminate work — it redistributes it.
And if you price your group program as if your only cost is “showing up once,” you’re almost guaranteed to underpay yourself and overexpose your business to legal and financial stress.
Let’s talk about why.
Group Coaching Is Not Discounted One-on-One
It’s easy to assume group coaching should cost less per person than one-on-one because you’re not repeating the same call multiple times.
That logic only works if:
• your only cost is call time
• nothing happens between calls
• clients never need support
• no one asks for refunds
• no one stops paying
• no administration is required
That’s not how real group programs operate.
Group coaching introduces entirely new categories of labor that don’t exist — or barely exist — in one-on-one coaching.
Your Time Still Needs to Be Fully Accounted For
Yes, you’re still responsible for:
• live group calls
• preparation and decompression
• community presence
• written responses
• bonus sessions or one-on-one add-ons
But that’s just the visible time.
You also need to account for:
• discovery or sales calls (often required at higher price points)
• onboarding systems
• community oversight
• client re-engagement
• issue resolution
Group coaching compresses delivery, not responsibility.
Support Coaches Are Not Free — and They Are Not Optional
One of the biggest hidden costs in group programs is support infrastructure.
If you’re running a healthy group program, you are likely:
• training support coaches
• onboarding them into your method
• supervising their work
• reviewing how they interact with clients
Here’s the key pricing insight most coaches miss:
Your support coaches are being trained on your best content.
That training has value.
If you would normally charge for someone to:
• access your materials
• learn your method
• be mentored by you
Then that value must be reflected in your pricing.
Otherwise, you’re quietly giving away high-level training while undercharging your clients.
Group Clients Are Statistically More Refund-Risky
This is one of the biggest pricing differences between one-on-one and group coaching — and it’s rarely discussed openly.
One-on-one clients:
• have direct access to you
• are heavily vetted
• build trust before buying
• feel seen and known
Group clients:
• often buy from webinars, emails, or sales pages
• have less personal rapport
• are easier to emotionally disengage
• are more likely to feel anonymous
That distance matters.
Clients who feel disconnected are far more likely to:
• request refunds
• dispute payments
• stop paying payment plans
• escalate to the payment processor
Even with a strong no-refund policy, you still pay for:
• dispute responses
• administrative time
• re-engagement attempts
• emotional bandwidth
Your pricing must include a margin for this reality.
Payment Plans Create Post-Program Risk
Another group-specific issue: payment plans.
In group programs, it is common for:
• the program to end
• momentum to drop
• excitement to fade
If payments extend beyond delivery, the risk of non-payment rises sharply.
That means:
• follow-ups
• enforcement
• negotiation
• or losses
Proper pricing accounts for the fact that not every dollar sold is effortlessly collected — even when clients initially enroll in good faith.
Administration Is a Real Cost — Not an Afterthought
Group programs require ongoing operational work:
• coordinating guest experts
• managing schedules
• handling tech issues
• moderating community behavior
• responding to complaints
• processing refunds or denials
None of this shows up on a sales page — but all of it consumes time.
If your price only reflects delivery, not administration, you are subsidizing your program with unpaid labor.
Pricing Is About Sustainability, Not Optics
Group coaching can absolutely be a powerful way to scale impact.
But only when:
• pricing reflects reality
• support is built in
• clients are properly held
• results are achievable
• the coach remains resourced
Underpricing leads to:
• burnout
• resentment
• overpromising
• underdelivery
• unhappy clients
• legal drama
Fair pricing protects:
• your energy
• your reputation
• your cash flow
• your boundaries
The Bottom Line
Group coaching isn’t cheaper because it’s easier.
It’s different because it’s broader.
More people means:
• more complexity
• more systems
• more risk
• more administration
And pricing must reflect that.
If you’re building a group program that actually delivers results — and doesn’t quietly drain you — charging more isn’t greed.
It’s good business. Speaking of good business, here are the four ways I know you’re ready to deliver on a great group program.
