Why I’ve Moved Away from Group Coaching

As with every business, it’s crucial to continually evaluate not just our approaches to client support but also our own satisfaction and alignment with our work. As the Managing Director of My TrueNORTH, I recently underwent a profound period of introspection that led to a significant shift in our service model. This shift wasn’t just about business strategy and rediscovering my true purpose and passion.

Last year, I took a hard look at my own business. Despite its impressive growth, I found myself becoming increasingly resentful. The revelation was surprising and enlightening: I had been building the business ‘everyone else’ wanted me to own at the expense of the one I truly wanted to create. I had succumbed to the ‘vanity metrics’ of measuring success primarily by revenue, losing sight of what truly enables me to remain in my ‘zone of genius’ – (a concept I first encountered through Ryan Pinnick’s work with Super Genius).

This realization prompted a fundamental change. I decided to move away from group coaching, close my Mastermind groups, and return to 1:1 mentoring. In this post, I’ll explain the reasoning behind this decision and why I believe it’s the best way forward for both our clients and for me personally. It will enable My TrueNORTH to continue delivering transformational results while keeping me engaged and fulfilled in my work.

The Rise of Group Coaching and Masterminds

Group coaching and mastermind programs have gained significant popularity in recent years, particularly in the UK business coaching sector. According to recent market research, the global business coaching market was valued at approximately £7.25 billion in 2022 and is expected to reach around £21.06 billion by 2032, growing at a CAGR of 11.3%. This growth is partly driven by group coaching models’ scalability and perceived cost-effectiveness.

In the UK specifically, the business coaching market has been experiencing steady growth. A report by the International Coach Federation (ICF) found that the UK has one of Europe’s most mature coaching markets, with an estimated value of £1.5 billion in 2022. The business coaching segment, which includes executive coaching and leadership development, accounts for a significant portion of this market. These figures underscore the increasing demand for business coaching services in the UK and the potential profitability of group coaching models.

The Allure of Scalability and Profitability

There’s no denying that group coaching offers significant advantages in terms of scalability and profitability. By working with multiple clients simultaneously, coaches can potentially increase their reach and revenue while reducing the time investment per client. This model has been particularly attractive in the digital age, where online platforms facilitate easy group interactions. Moreover, group coaching can provide unique benefits such as peer learning and networking opportunities. A study by Mühlberger and Traut-Mattausch (2015) found that group coaching effectively reduced procrastination and facilitated goal attainment among participants.

The Hidden Drawbacks of Group Coaching

Despite these apparent benefits, my experience at My TrueNORTH has led me to identify several significant drawbacks to the group coaching model:

  1. Limited Disclosure of Real Issues – In a group setting, clients often hesitate to disclose the real problems and challenges they’re facing fully. This reluctance can stem from fear of judgment, competition, or lack of privacy. A survey by BS-Free Business found that 62.5% of participants were not satisfied with their most recent paid mastermind experience, with many citing issues related to peer group fit and inability to address specific business challenges.
  2. One-Size-Fits-All Approach: Group coaching often necessitates a more generalized approach, which may not adequately address each client’s unique needs and circumstances. This can lead to suboptimal results and frustration among participants.
  3. Time Inefficiency for Clients: While group coaching may be more time-efficient for the coach, it often doesn’t fully consider the time investment of individual clients. Participants may spend significant time listening to discussions that aren’t directly relevant to their specific situations.
  4. Superficial Problem-Solving: The limited time available for each participant in a group setting can lead to superficial problem-solving rather than deep, transformative work.

The Power of 1:1 Mentoring

Recognizing these limitations, I’ve made the decision to revert to a 1:1 mentoring model at My TrueNORTH. This approach, while more time-intensive and potentially less profitable in the short term, offers several crucial advantages:

  1. Deep, Meaningful Work – One-on-one sessions allow for in-depth exploration of each client’s unique challenges and opportunities. This depth is crucial for achieving transformative results.
  2. Tailored Strategies – With individual attention, we can develop highly customized strategies that fit each client’s business, goals, and personal style.
  3. Trust and Openness – The privacy of 1:1 sessions encourages clients to be more open about their real challenges, enabling us to address core issues more effectively.
  4. Efficient Use of Client Time – Every minute of a 1:1 session is focused entirely on the client’s specific needs, ensuring maximum value for their time investment.
  5. Flexibility and Responsiveness – Individual mentoring allows for greater flexibility in scheduling and the ability to respond quickly to emerging issues or opportunities.

The Impact on My TrueNORTH

This shift back to 1:1 mentoring has significant implications for My TrueNORTH:

  1. Increased Work Hours – Providing individual attention to each client naturally requires more time and energy.
  2. Reduced Short-Term Profitability – By limiting the number of clients I can work with simultaneously, there’s a potential decrease in immediate revenue.
  3. Enhanced Client Outcomes – Despite these challenges, I’m confident this approach will lead to superior results for our clients, which is our ultimate goal.
  4. Long-Term Business Success – While profitability may decrease in the short term, I believe that improved client outcomes and satisfaction will lead to greater long-term success through referrals and repeat business.

The UK Coaching Landscape

It’s worth noting that this shift aligns with broader trends in the UK coaching industry. The International Coach Federation (ICF) estimates that there will be approximately 126,050 active coaches worldwide in 2023, with a projected increase to around 145,500 by 2025. This growth suggests a continuing demand for personalized coaching services. Moreover, a study by the UK Coaching Industry found that 95% of coaching clients rate their coach as “good” or “excellent”, and 96% would repeat the coaching process. These high satisfaction rates underscore the value of quality coaching, which I believe is best delivered through 1:1 mentoring.

Conclusion

While group coaching and masterminds have their place, I’ve chosen to prioritize the depth and quality of client outcomes over short-term scalability and profitability. By reverting to 1:1 mentoring, My TrueNORTH is committing to doing the real, deep, meaningful, and transformational work necessary to support each client in achieving far more impactful results.This decision reflects our core values and our commitment to excellence in business mentoring. While it may mean increased hours and potentially reduced short-term profitability, I’m confident that this approach will lead to stronger, more sustainable success for both our clients and My TrueNORTH in the long run.

In the words of Peter Drucker:

The most important thing in communication is hearing what isn’t said.

Through 1:1 mentoring, I’m far better positioned to hear and address the unspoken challenges and opportunities that can make all the difference in your business’s success.

If this resonated with you, perhaps you are ready to chat?