Why Group Coaching?
by Kerry Dobson & Sarah Santacroce
When coaches and experts start thinking about the next evolution of their business, one question often bubbles up:
Should I start a group coaching program?
The idea sounds appealing. More impact, less burnout, deeper community. But behind that question lies something even more important: why.
In this article, based on a conversation between Kerry Dobson, Group Program Architect, and Sarah Santacroce, Conscious Business Coach, we explore why group coaching isn’t just a way to scale; it’s a more humane, sustainable, and connected way to do your work in the world.
Scaling with Integrity (and Spaciousness)
When most people say they want to “scale,” what they’re really craving is space. Space to breathe, to serve well, and to keep loving their work.
“The way I think of scaling is creating more spaciousness. My kind of people — and Kerry’s kind of people — want to grow their business with integrity. It’s not just about numbers. It’s about scaling their time and energy in a way that still gives real value.”
That’s what group coaching makes possible. It allows you to work deeply with more than one person at a time. Not through shortcuts, but through shared wisdom. It’s growth with grace.
“I tend to replace the word scalable with sustainable. Sustainability, for me, is about being able to repeat your program, attract referrals, and build something that lasts. A great group doesn’t just fill once, it becomes part of the rhythm of your business. ”
When designed intentionally, group coaching becomes a structure that supports both your impact and your energy. It gives your ideas room to ripple outward — while giving you back some of your own time.
Knowing When It’s Time
So how do you know when you’re ready to lead a group?
It’s not when your one-on-one work isn’t selling. That’s a common trap.
“If your message isn’t landing one-on-one, it won’t magically land in a group. All that does is add pressure — now you’re trying to find several people at once instead of one.”
The best time to start a group is after you’ve built some traction — when your calendar is full, when you notice you’re saying the same things to multiple clients, or when people start asking, “What are your other clients doing?” or “Do you have a group I could join?”
Those are signals that your message is resonating and your clients are craving connection — not just more content.
“That’s the moment when you realize people aren’t just looking for your support — they’re looking to see each other. To not feel so alone in the process.”
When that happens, a group isn’t a new offer. It’s the natural next step in your business evolution.
The Magic of Groups
The why behind group coaching isn’t just practical — it’s deeply human.
“They start believing in their own potential. They see others who share their struggles and dreams, and they realize they’re not alone. They see peers making progress and think, maybe I can too. That mix of belonging and accountability changes everything. ”
“Some clients simply love group dynamics. It’s not a lesser experience — it’s a different kind of transformation. The group becomes a mirror, a motivator, and a source of collective wisdom.”
In groups built with intention, transformation doesn’t come from content alone.
It comes from connection. From witnessing and being witnessed, from taking action alongside others, and from realizing that growth isn’t a solo pursuit.
A More Humane Way to Grow
At its core, group coaching is about creating more spacious, sustainable, and shared growth — for you and for your participants alike.
“When you lead a great group, you’re not just delivering a program — you’re creating something people can’t stop talking about. It becomes part of your ecosystem. It feeds your next clients, your next ideas, your next evolution. ”
So if you’ve been wondering why to lead a group coaching program, maybe the real question is this:
What if the group you’re imagining isn’t just another offer but the key to a business that feels both sustainable and deeply fulfilling?
In our next conversation, we’ll explore how to turn that “what if” into something real — and start designing your first (or next) group coaching program.