Group Coaching Session Pricing: Complete Guide for Coaches and Creators

Per-Person Pricing: The Foundation of Group Coaching

The most common model for group coaching is per-person pricing. Each attendee pays a set rate, and you earn the total based on how many seats fill.

The Basic Per-Person Formula

A simple starting point: charge 25-40% of your 1:1 hourly rate per person for a group session of equal length.

Use 25% if your group sessions are large (30+ people), topic-focused workshops, or closer to a lecture format. Use 40% if your groups are smaller (6-15 people), interactive, or include direct Q&A and personalized feedback.

Why This Formula Works

The 25-40% range reflects the reduced personalization while still valuing your expertise appropriately. A business coach charging $300/hour for 1:1 sessions who prices a group workshop at $75-$120 per person is offering genuine value at a fair discount.

The formula also helps you understand your revenue math before you open registration. If you're pricing at $75 per person and you need 20 people to break even on your time, you know your minimum viable attendance target before you launch.

Group Size Optimization: Finding Your Sweet Spot

The number of people in your group coaching session affects everything: the experience quality, your facilitation approach, the revenue ceiling, and how full the seats need to be for the session to be worth running.

Small Groups: 4-8 Participants

Revenue range: $150-$600+ per session (at $37-$75 per person) Best for: Intensive cohort coaching, mastermind groups, skills development

Small groups feel more like 1:1 than large workshops. Each participant gets meaningful airtime. You can address individual situations while benefiting from the group dynamic.

Pricing guidance: Small groups command higher per-person rates because of the attention level. If your 1:1 rate is $200, a 6-person small group session at $80-$100 per person ($480-$600 total) is reasonable and still a good deal for the participant.

Minimum viable attendance: 4 people. Below that, the group dynamic breaks down and you'd be better off canceling and rescheduling.

Mid-Size Groups: 10-20 Participants

Revenue range: $500-$1,500 per session (at $50-$75 per person) Best for: Workshops, training sessions, skill-based group coaching

This is the most common range for group coaching. You can have real conversations and address multiple participants' questions while maintaining a workable facilitation load.

Pricing guidance: Mid-size groups work well at 30-35% of your 1:1 rate. A coach charging $200/hour can price a 90-minute group workshop at $60-$70 per person and fill seats reliably.

Minimum viable attendance: 8-10 people.

Large Groups: 25-50+ Participants

Revenue range: $1,250-$3,750+ per session (at $50-$75 per person) Best for: Webinars, large workshops, topic-focused masterclasses

Large group sessions are closer to a course or webinar format. Personal interaction is limited, but the revenue per hour of delivery time is highest.

Pricing guidance: Large groups justify lower per-person pricing because individualized attention is minimal. Focus on the quality of the content and the actionable outcomes rather than personal interaction.

Minimum viable attendance: 20+ people to make the session worth running.

Group Size Revenue Comparison

Here's how the numbers shake out for a coach charging $200/hour for 1:1 sessions running a 90-minute group workshop:

Small groups earn less per session but require less marketing effort to fill. Large groups earn more per session but require a bigger audience and more promotion lead time.

Tiered Pricing: Offering Multiple Access Levels

Tiered pricing lets you serve different segments of your audience at different price points while increasing your total revenue per session.

A Standard Three-Tier Structure

Tier 1: General Access ($50-$75)

• Live session attendance
• Recording access for 30 days
• Shared Q&A at the end

Tier 2: Standard ($100-$150)

• Everything in Tier 1
• Worksheet or workbook
• 7-day follow-up Q&A in a group thread
• Permanent recording access

Tier 3: Premium ($175-$250)

• Everything in Tier 2
• A 20-minute 1:1 follow-up call with you
• Priority Q&A during the live session
• Session notes or summary doc

Why Tiered Pricing Works

The most important function of tiered pricing is capturing more revenue from participants who are willing to pay more. Some people in your audience would happily pay $200 for the workshop if you offered that option. If you only have one price at $75, you're leaving that money on the table.

Tiering also helps people self-select based on budget and commitment level. The general access tier is accessible to more people. The premium tier serves your most engaged, highest-value audience members. For more on why anchoring and tiered structures influence how clients evaluate price, see our guide to the psychology of pricing coaching sessions.

A practical example:

A career coach runs a 2-hour workshop on "How to Negotiate a $20,000 Salary Increase." With tiered pricing:

• 40 people buy General Access at $65 = $2,600
• 20 people buy Standard at $110 = $2,200
• 8 people buy Premium at $195 (includes 20-min 1:1 follow-up) = $1,560

Total revenue: $6,360

Without tiered pricing, if everyone paid a flat $75, total revenue would be $5,100 (68 attendees x $75). Tiering adds nearly $1,300 with the same audience.

What to Include at Each Tier

The key to tiered pricing is making each tier feel like a real upgrade, not just a price increase for the same thing.

Avoid adding things that are easy to replicate or cost you nothing meaningful. The difference between tiers should feel substantial.

Early Bird Discounts: How to Fill Seats Faster

Early bird discounts drive early registrations, which create social proof and reduce the anxiety of "will anyone show up?" They also reward your most engaged audience members.

Standard Early Bird Structure

Standard early bird discount: 20-30% off your regular price for the first 30-50% of seats or for a defined time window (typically 5-14 days before the event).

Example:

• Workshop regular price: $75
• Early bird price (first 14 days): $55
• Early bird savings: $20 (27% off)

The early bird runs until either the time window closes or 50% of seats fill, whichever comes first.

Launch Day Pricing

Some coaches use a "launch day" model where the price increases over time:

• Day 1-3: $49
• Day 4-7: $59
• Day 8-14: $69
• Day 15+: $75 (regular price)

This creates urgency at every stage, not just at the end. People who register on day one feel like they got a deal. People who register on day seven see the price went up once and will want to register before it goes up again.

What the Research Says

Early bird pricing works because of loss aversion: people are more motivated by avoiding a loss (missing the discount) than by gaining a benefit (getting the content). The combination of a clear discount, a deadline, and visible pricing increases in your promotional materials creates a consistent registration driver throughout your launch window.

Practical rule: Always show the original price alongside the early bird price. "$75, now $55 through March 1" performs significantly better than just "$55." The strikethrough original price is not optional.

Early Bird for Packages

Early bird discounts work especially well for multi-session packages or cohort programs.

Example: A 6-week group coaching program

• Regular price: $597
• Early bird (first 2 weeks): $447 (25% off)
• Founding member price (first 10 registrants): $347 (42% off)

The founding member tier rewards your most committed early buyers with a deeper discount while creating a visible countdown ("only 10 spots at this price") that drives urgency.

Group Coaching vs 1:1 Pricing: The Comparison Every Coach Needs

One of the most common questions coaches have about group coaching: how do I price it relative to my 1:1 rate without undervaluing my work or overpricing the group experience?

The Value Is Different, Not Less

The most important thing to understand about group coaching pricing is that you are not selling a discounted version of your 1:1 service. You are selling a different product with different value drivers.

1:1 session value drivers:

• Exclusive access to you
• Personalized advice for their specific situation
• Full session focused on their goals
• Higher accountability (they're paying more)

Group session value drivers:

• Your structured expertise on a specific topic
• Community and peer learning
• Affordable access to your knowledge
• Shared experience and accountability
• Diverse perspectives from other participants

Some clients prefer group sessions even when they could afford 1:1, because the community element and peer learning are valuable to them. Price group sessions based on what they deliver, not as a markdown from your private rate.

Pricing Scenarios: Side by Side

Here is how a career coach with a $250 1:1 session rate might price their offerings:

Note that the per-person price goes down as group size goes up, but the revenue per hour of delivery goes up sharply. A large webinar earns 6x as much per hour as a 1:1 session.

When Group Coaching Should Cost More Per-Person (Not Less)

There are situations where group coaching can actually command higher per-person rates than the 25-40% formula suggests:

1. Exclusive small mastermind groups. A 5-person monthly mastermind where each member gets structured hot seats and peer input can charge $200-$500 per person per session, even for coaches who charge $250/hour for 1:1 work. The peer accountability and community are worth a premium.

2. Results-driven cohort programs. A 12-week group program where participants complete specific milestones can charge 2-3x the per-session rate of a standard workshop because the structured journey and accountability are more like a course than a coaching session.

3. High-demand topics with celebrity expertise. If you are a recognized name in your field and your workshop topic is urgently needed, demand supports higher pricing regardless of format.

Building a Group Coaching Pricing Strategy

Pulling all of this together, here is how to build a coherent group coaching pricing strategy from scratch.

Step 1: Set Your Floor Price

Your floor price is the minimum you need to charge per person for the session to be worth running. Calculate it this way:

1. Estimate your delivery time: Live session + prep + follow-up (for a 90-minute workshop, assume 4-5 total hours)
2. Divide your hourly rate by your expected attendance: If you want to earn the equivalent of $200/hour and expect 20 attendees, you need $200 x 5 hours / 20 attendees = $50 per person minimum
3. Add a buffer for platform fees, payment processing, and promotion costs: 20-25% is standard
4. Floor price: $50 + 25% = $62.50 per person (round to $65)

Step 2: Set Your Standard Price

Start at your floor price and adjust up based on:

• Topic demand: High-urgency topics (salary negotiation, lead generation, weight loss) can charge more
• Your audience's income level: Know what feels reasonable to your specific audience
• Competition: What do similar creators in your niche charge for comparable workshops?
• Your positioning: A recognized expert charges more than someone just starting out

For most coaches, the standard group coaching session price lands 30-50% above the floor price. If your floor is $65, your standard price might be $85-$95.

Step 3: Set Your Early Bird Price

Subtract 20-25% from your standard price.

• Standard: $85
• Early bird: $65 (24% off)

Step 4: Build Your Tiers

If you want tiered pricing:

• General: Standard price ($85)
• Standard: 1.4-1.6x general ($120-$135)
• Premium: 2-2.5x general ($170-$210, includes 1:1 add-on)

Step 5: Test and Adjust

Pricing is not permanent. After your first few sessions, analyze:

• Fill rate: Did you hit 80%+ capacity? You may be pricing too low.
• Revenue per session: Is it worth your time?
• Audience response: Were there price objections in comments or emails?
• Tier distribution: Are people buying premium, or is everyone choosing general?

Adjust based on what the data tells you. Most coaches find their optimal group pricing after 3-5 sessions.

Common Group Coaching Pricing Mistakes

Pricing Too Low to Fill Seats

The instinct to price low to guarantee attendees often backfires. Low prices attract people who are less committed and more likely to no-show. They also signal lower value, which can undermine the perceived quality of your session.

A workshop at $49 may have 25% no-shows. The same workshop at $75 will have 10-15% no-shows because people have more skin in the game. The higher-priced version often delivers a better experience even with fewer attendees.

Ignoring the Cost of Preparation

Many coaches price only for live delivery time and forget that a well-run group session requires 2-4 hours of preparation: building the curriculum, creating slides, writing exercises, and preparing Q&A scenarios. Factor prep time into your floor price calculation.

Not Having a Cancellation Policy

Group sessions have fixed costs regardless of attendance. If 8 people cancel 24 hours before a 20-person workshop, your revenue drops 40% but your preparation investment was the same. A clear cancellation policy (no refunds within 48 hours, or credit toward a future session) protects your revenue from last-minute drops.

Offering Too Many Price Points

More than three tiers creates confusion. If attendees spend mental energy figuring out which tier to buy, some of them will leave without buying anything. Keep it simple: general access, standard, premium. Three options, clear benefits at each level.

Underpricing Your Small Group Work

The 25-40% of 1:1 formula applies to mid-size and large groups. Small group coaching (4-8 people) can and should charge more. If you are running a 6-person mastermind, each person is getting significant personal attention within a structured group. Pricing at 60-80% of your 1:1 rate is entirely reasonable.

Setting Up Group Sessions: The Platform Question

Once you have your pricing figured out, you need a way to actually run the sessions. For a full walkthrough covering platforms, promotion, and formats, read our guide on how to run paid workshops online. The platform you choose affects the booking experience, payment collection, and session quality.

The minimum requirements for a professional group coaching setup:

• Booking page where attendees can see your session, pricing, and available dates
• Payment collection at the time of registration (not after the session)
• Video calling that handles your expected group size reliably
• Automated reminders to reduce no-shows
• Recording so you can sell replays or review sessions

Talkspresso is built for exactly this use case. You create a group session, set your capacity and per-person price, and share the link. Attendees book and pay in one step. The session is automatically recorded, and you can sell the replay as a digital product afterward.

For coaches running multiple session types (1:1 calls, small group coaching, large workshops), having everything on one platform eliminates the overhead of managing separate tools for scheduling, payments, and video.

Real Pricing Examples by Niche

Career Coach

• 1:1 rate: $200/hour
• Small group workshop (8 people, 90 min): $90/person
• Webinar (40 people, 90 min): $55/person
• Early bird discount: 25% off (first 7 days)
• Premium tier add-on: 30-min 1:1 resume review for $75

Business Coach

• 1:1 rate: $350/hour
• Small group mastermind (6 people, 2 hrs, monthly): $175/person/month
• Workshop (25 people, 3 hrs): $120/person
• Early bird discount: 20% off (first 10 days)
• Cohort program (12 weeks, 15 people): $1,200/person

Fitness Coach

• 1:1 rate: $120/hour
• Group training session (10 people, 60 min): $35/person
• Nutrition workshop (30 people, 90 min): $45/person
• Early bird discount: 30% off (first 5 days)
• 6-week group challenge: $197/person

Life Coach

• 1:1 rate: $150/hour
• Small group coaching (6 people, 90 min): $60/person
• Workshop (20 people, 2 hrs): $45/person
• Early bird discount: 20% off (first 7 days)
• 8-week cohort program: $397/person

The Bottom Line on Group Coaching Session Pricing

Group coaching pricing is a balance between making your sessions accessible to more people, earning what your expertise is worth, and building a business that scales.

The key principles:

• Per-person pricing: 25-40% of your 1:1 rate, adjusted for group size and interaction level
• Group size: Smaller groups command higher per-person rates; larger groups earn more per hour of delivery time
• Tiered pricing: Three tiers (general, standard, premium) captures more revenue from your most committed attendees
• Early bird discounts: 20-25% off for a defined window drives early registrations and social proof
• Group vs 1:1: Group coaching is a different product with different value drivers. Price it for what it delivers, not as a discounted 1:1

Start with the formulas in this guide, price based on your floor plus a reasonable margin, and adjust after your first few sessions based on what fills and what earns.

The coaches who earn the most from group sessions are the ones who run them consistently, refine their pricing based on data, and use each session to build toward their next one.

Compare all platform fees in our 9 best platforms for paid video calls, or see the full Talkspresso for Creators feature set.

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