From 1:1 to Group Coaching: What Carries Over and What Expands

I just had a conversation with a successful coaching colleague, Tommy, who revealed something painful:

“I’m struggling financially, and I don’t want to tell anyone. I’m giving away too much of my time. I am spread too thin. I need to get clear on my next steps.”

Tommy’s experience (not his real name; that’s just the name of my 6th-grade crush) is so common among coaches. We wouldn’t be in this field if we weren’t generous, deeply willing to serve, excited about our craft and its stellar results, and full of compassion.

We also share a common trait: we can’t clone ourselves, try as we might. There just isn’t enough “me” to go around for all the people I am longing to serve.

Tommy told me, “I would do this for free. I love helping people. And I don’t even want to attract the kind of people that would pay double. I want to help real people.”

Yup, yup, and yup. I felt that in my soul.

I’m in the same boat at Awaken Coach Institute, doing everything in my power to keep costs human so more people can benefit.

Sitting across from him, we started mapping out what might make it possible to maintain a human price point while allowing more people to get that same transformational goodness from coaching.

AND allow Tommy to have a much-needed break from being spread so thin.

AND allow Tommy to meet his family and financial obligations without burning out. We want Tommy to take exceptionally good care of himself.

Group coaching bubbled up as the obvious, beautiful answer. Just hosting one group a week opens up a world of possibilities:

• More income in less time: A two-hour per week commitment to a group can bring in the same revenue as six hours of individual sessions, even with each participant paying only half of your 1:1 rate.
• Effortless, authentic content: Having an active group gives Tommy natural weekly themes to share on LinkedIn, bringing visibility to his expertise without compromising confidentiality. A rolling enrollment amplifies the visibility and allows for content to be repurposed.
• A thriving 1:1 pipeline: Regular posts about these group themes demystify his work, showing potential clients exactly what he offers and who he serves, which naturally fills his higher-priced 1:1 practice.
• Predictable peace of mind: A steady flow of group members builds reliable monthly recurring revenue (MRR), with its long-term stability and sustainability instead of the feast-or-famine cycle that so many of us coaches dread.
• An ongoing home for graduates: The group creates a vibrant, lower-cost space for 1:1 alumni to stay connected, continue growing, and support one another long after their individual program ends.
• A lower-cost entry point: New clients can get to know Tommy before deciding if they want to pay the more premium prices of 1:1 work.
• Amplified wisdom and solidarity: Some people think they’re all alone with whatever issue they’ve brought to coaching. A group lets them feel viscerally that others are going through the same thoughts and emotions. And the wisdom of the group supports each member exponentially.

Some people think they need to create a lot of new content for a group. But what’s more likely is that you’ve already curated resources for your individual clientele, and when you coach in a group, you’re relying on the same coaching skills that you’ve always used.

You’re not teaching a class, you’re just inviting people to coaching around the common themes you’re seeing in your work. Less is more.

Did you know that just three carefully crafted coaching questions can easily fill a 90-minute session with six clients? I remember the first time I participated in a coaching group. Eight of us sat around a table in an elegant meeting room. The coach asked only three questions and then offered spacious coaching presence for our answers: 

1. What do you want?
2. What’s holding you back?
3. What will you do next?

It doesn’t get simpler than that, yet it’s a conversation that completely changed the trajectory of my life. I remember that conversation to this day.

In this short video, I share how the skills you already trust carry into a group, and why silence can become one of your greatest allies as a group coach.

When you open up to group coaching, you’re amplifying your impact. You’re giving real people access to their group wisdom at an accessible rate, while building a business that nourishes you back. When I run group coaching sessions, I always feel so honored, like I’m in the presence of greatness. Even though I’m facilitating the process, I inevitably gain just as much as each of the participants.

If you’ve been feeling like Tommy lately (working hard, giving everything, and feeling the squeeze), you can slow things down. You don’t have to choose between your heart and your livelihood.

If group coaching is calling you, our Group Coaching Certification welcomes new cohorts each March and October. Over 11 weeks, in a cohort of up to eight coaches, you grow the seed of your own group into a living program. You can read more about group coaching certification and how the course helps you shape a program of your own.

Have you ever considered introducing a group format into your practice, or is something holding you back? You can comment and let me know. I’d love to hear where you are on this journey.

Your next step

As you picture your own group gathering around the themes your clients already bring you, notice what feels alive. Our group coaching certification offers a spacious container to grow that seed into a living program: 11 weeks, a cohort of up to eight coaches, and 40 ICF core competency hours along the way. You are warmly invited to explore the Group Coaching Certification and see whether our March or October cohorts feels like home.

About the Author

Christi Byerly, MCC, is the founder and CEO of Awaken Coach Institute. Her coaching process motivates you to build a community of empathy and grace around you, and to live your mission as part of something bigger than you are. With over 15 years of coaching experience, Christi has trained hundreds of new coaches and maintains a thriving practice focused on depth, presence, and authentic transformation.

Frequently asked questions 

How do I transition from 1:1 coaching to group coaching?
Begin with the themes your 1:1 clients already bring to you, and invite a small circle of people to explore one of those themes together. The presence, listening and powerful questions you already practice carry straight into the group, and the group adds a shared wisdom of its own. When you feel ready to shape the whole journey, my guide on how to create a group coaching program walks through each stage.

Do I need to create new content for a group coaching program?
Most coaches already hold everything a group requires. The resources you have gathered for your 1:1 clients, along with a handful of well-crafted coaching questions, can fill a 90-minute session with ease. In my experience, less content leaves more room for the group’s own wisdom to emerge, and my group coaching framework shows how a session can unfold.

How many people should be in a coaching group?
I find that six to eight people give every voice room to be heard while the group still feels rich with perspective. Our Group Coaching Certification cohorts welcome up to eight coaches for the same reason.

Is group coaching profitable for coaches?
Group coaching can bring steady, sustainable income alongside a 1:1 practice. A two-hour weekly group of six people, each paying half your hourly 1:1 rate, brings in the same revenue as six hours of individual sessions. A group also becomes a welcoming first step for future 1:1 clients.

Do group coaching hours count toward ICF credential hours?
ICF counts group coaching toward your client coaching hours when the group has fewer than 15 participants. Logging those hours and meeting the credential requirements remain your own responsibility, so I always recommend checking the current guidance on the ICF website.