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 results-based guarantee on a lead generation program.
The goal of the program was to double your leads. The guarantee stated: ‘If after 30 days it isn’t everything laid out here and more, let me know and I’ll refund every penny.’
People loved the program - I 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. 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 programs 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. And that means they can get awesome results in a short time-frame.
When you stretch it out to a year (or even 6 months), people relax. They think ‘oh I’ve got ages’. Eventually their motivation and momentum naturally dips and they can switch off. And when energy drops, so do results.
In longer programmes, you need to create momentum. You can do this with in-person events, or quarterly intensives where you zoom out and focus on the big picture.
Twelve-week programmes can also work well, but you need 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, client energy will wobble.
The initial ‘new thing’ energy has worn off and obstacles can feel harder to overcome.
And when that happens to everyone at the same time, you can get in your head and think ‘oh shit, this is me/the programme isn’t good enough’.
The reality is: I’ve noticed this in every 12 week programme I’ve run.
The key is planning for it. You need a little boost at that mid-point — whether it’s a mindset reset, or simply naming the dip and bringing awareness to how everyone is feeling.
4. Evergreen programs feel different (and that’s okay)
An evergreen programme is one which is always running in the background. There is no fixed start/stop like with a cohort.
And as with anything which is always running (like say, your relationship), you’ll go through good patches and bad patches.
I’ve had times in my evergreen programme where I’ve thought,
"Do I still want to do this?”
”I don’t feel excited by this right now.”
”All my clients seem to be struggling at the same time.”
Here’s what I’ve learned:
Your energy will naturally fluctuate with anything you do long-term.
It’s actually impossible to stay motivated and energised about something all the time.
Sometimes you just get a bit bored, or have a mix of clients that feel a bit tricky or have a bad sales month which sends your mindset spinning. And sometimes it’s nothing to do with business and your hormones are just making you feel like shit and doubt everything.
More often than not, it doesn’t mean anything is broken or that you should change niche.
My number one rule is this: always ride the dip before you make any significant business decisions.
Because every single time I come out the other side and remember: I love what I do, I love my clients and my programme is awesome.
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 raise it’s ugly head when that happens.
“What will my clients think if only 3 people are on the call.”
“I teach this stuff - this doesn’t look good.”
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.
Show up as your most powerful self and use it as a wonderful opportunity to give clients in-depth support and coaching.
7. If you want more advanced clients, you have to shift your message
You will always attract beginners until 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, your energy.
And yes, it’s scary. Especially if you’re worried about short-term sales.
But if you want to level up your client base, the thing that needs to shift is you.
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..
One of my worst business experiences was being trapped in a year-long mastermind which didn’t feel like a good fit for me. Different energy. Mismatched values. 20K spent and I stopped attending after 6 months.
I never want my clients to feel trapped if something genuinely feels misaligned or their priorities massively change. Obviously it’s a balance, as you also want commitment, which I why I love using the Love it or Leave it Guarantee.
9. Client numbers will fluctuate — ride the wave
There will be months where you sign fewer clients.
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 — welcome to the arena.
Want more support to start or grow your group program?
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:
The business model that’s helped me grow a sustainable, spacious business with just one core offer
How to design a group programme that delivers results and is easy for the right people to say yes to
The simple systems I use to bring in clients consistently, without spending my life on social media.
Whether you're starting from scratch or refining an existing offer, this is a great place to start.
