13 hard-earned lessons from running group programs (that’ll save you time, money, and burnout)
When you run group programs for long enough, you learn a few things. I’ve learned a few of them the hard way…
Today, I’m sharing some of the biggest lessons I’ve learned over the years - the stuff I wish I’d known earlier. If you’re running a group program now (or thinking about it), this will give you a shortcut past some of the mistakes I had to figure out by living them.
1. Be careful with results-based guarantees
One of my most painful early lessons was offering a guarantee on a lead generation program. I promised that if people didn’t double their leads within four weeks, I’d give them their money back.
People loved the program - I even had messages telling me how much they got from it. Some clients even doubled their leads a month or two later.
But because I’d tied the guarantee to specific results in a short timeframe, I had refund requests from people who technically didn’t meet that marker - even though they were happy with the program.
It was a brutal lesson. And it taught me:
Guarantees based on results (especially in a short time) are a risky strategy because too many things are outside your control.
2. Shorter programmes often get better results (but I actually prefer working with clients longer term)
Momentum is magic.
In a shorter, 4-6 week cohort programme, people tend to stay energised, focused, and motivated all the way through.
When you stretch it out to a year however, people relax. They sit back and their energy drops. And when energy drops, so do results.
Twelve-week programmes can work well, but you do need to work harder to help people ride through the inevitable dip you tend to see at around weeks six and seven. Which brings me to…
3. Expect the mid-point slump (and plan for it)
If you’re running a 12-week container, know this: around week six or seven, energy will wobble. People will start to disengage. Life will get in the way.
It’s not your fault. It’s human nature.
The key is planning for it. You need a little boost at that mid-point — whether it’s a bonus session, a mindset reset, or just a bit of extra encouragement.
4. Evergreen programmes feel different (and that’s okay)
I’ve had times in my evergreen programs where I thought,
"Maybe this isn’t working anymore?"
"Maybe the energy’s wrong?"
Here’s what I’ve learned:
Your energy will naturally fluctuate. It doesn't always mean the program’s broken.
You might get bored of your own content. Client numbers might dip. You might just be going through something personally (hello, hormones).
The key is not making big decisions in those wobbles. Energy comes back. Stability and sustainability beat chasing the next shiny thing.
5. Unlimited 1:1 calls usually mean fewer calls
This one surprised me.
When I offered set 1:1 calls inside a group programme, people scrambled to use them — whether they needed them or not.
When I offered unlimited 1:1s (plus a clear support structure), people actually booked fewer.
It’s the same phenomenon you see with unlimited holiday policies in companies — people end up taking fewer because they think about it more carefully.
The right support ladder encourages people to be resourceful and respectful of your time.
6. Small call numbers can mess with your head
In my core programme Amplify, client numbers typically range from 25 to 35 at any one time. Occasionally however, numbers have dipped to 18–20 people.
When that happens, and you have two calls a week, sometimes you get smaller groups showing up to calls.
It’s easy for your ego to get a bit noisy when that happens.
"Does this mean the programme’s failing?"
"Am I doing something wrong?"
Here’s the truth:
It’s normal. Especially in evergreen programmes.
Client numbers - and energy, fluctuate. Your job is to hold the energy steady, trust the process, and not make it mean more than it does.
Hold it lightly.
7. If you want more advanced clients, you have to shift your message
You will always attract beginners unless you actively reposition your messaging.
If you’re speaking to early-stage business owners, that’s who you’ll sign. If you want to work with people who are further ahead, you need to consciously shift everything: your language, your offers, your content.
And yes, it’s scary. Especially if you’re worried about short-term sales.
But if you want to level up your client base, you have to make the leap.
8. Love-it-or-leave-it guarantees reduce sales friction
One of the best moves I made in longer programmes was offering a “love it or leave it” guarantee.
At the three-month mark, people could leave if it wasn’t the right fit, no hard feelings.
It takes the fear out of saying yes. And it keeps you feeling good too, because you’re not trapping people in something that doesn’t fit their life anymore.
I’ve been able to say goodbye to some hard-work or poor-fit clients, and it’s given an ‘out’ for people whose situation has changed..
9. Client numbers will fluctuate — ride the wave
There will be months where you sign fewer people.
There will be launches that don’t go as planned.
It doesn’t mean your business is broken.
It doesn’t mean you’re doing anything wrong.
Every single business owner I know has had lean months. You’re playing a long game - not trying to "win" every single day.
10. Design your group programme around energy, not time
In the end, it’s not just about how long your programme runs, it’s about how you help people maintain energy.
Energy creates action.
Action creates results.
If you want your clients to succeed, design your containers to nurture energy, momentum, and conviction - not just “enough time to get the work done.”
11. Your most committed clients aren’t always the loudest ones
It’s easy to mistake showing up to every call or posting every day as the sign of a committed client.
But some of the biggest shifts happen quietly, behind the scenes.
Some clients do the work without shouting about it. Some need longer to process.
Stay connected to all your clients and not just the visible ones.
Silence doesn’t mean you’re not making an impact.
12. Burnout-proofing your programme matters more than you think
When you design a group offer, it’s tempting to keep adding more - more calls, more resources, more bonuses. You tell yourself that this will make it feel “worth it.”
But more isn't better.
Simpler, lighter structures protect your energy and make the program more sustainable.
A burnt-out leader leads to a heavy, tired group.
Protect your energy as fiercely as you protect your clients’ results.
13. Changing your structure can re-energise everything
Markets shift. Your energy shifts.
Sometimes, what worked for four years suddenly feels harder.
It’s okay to change things.
I moved from weekly calls to calls every three weeks in one of my programmes - and no one batted an eyelid.
What felt like a massive deal in my head was actually totally fine in reality.
Sometimes changing the structure, whether that’s the format, the length, or the rhythm, isn’t just okay. It’s necessary.
It can re-energise the offer, how you sell it, and your own excitement in delivering it.
Final thoughts
None of these lessons came from reading a book or taking a course. They came from doing the thing, messing it up, adjusting, and doing it again.
If you’re in the messy middle right now, and you’re feeling wobbly about your group program, or trying to figure out how to create a more sustainable model — you’re not alone.
And if you want some extra support?
Check out my free workshop series where I share the core strategies I teach inside Amplify.
You’ll learn how to design a group programme that actually sells, and build a marketing approach that feels simple, spacious and sustainable.
We go deeper into:
What makes a group offer resonate
How to position your programme so the right people say yes
The key mistakes that keep people stuck in “maybe next time”
Whether you're starting from scratch or refining an existing offer, this is a great place to start.
