How to Scale Your Coaching Business: 3 Things to Consider First

By Suzanne Glover
October 15, 2026

When it comes to scaling your coaching business, there are three things you want to keep in mind at the outset:

1. Develop a Scalable Mindset

When people talk about creating a seven-figure business, they often talk about visualizing success and learning to think like a seven-figure entrepreneur.

I believe that’s important because just like driving a car, you have to know where you’re going, and a part of that is being able to see yourself getting there. Same here… you have to be able to see yourself achieving the success you want. I think that’s “Elementary, my dear Watson.”

But there is another mindset shift that may be even more important...

You must learn to think like a person who scales a business.

What does that mean?

It means... recognizing that holding more and more one-on-one sessions is not truly scalable. You still only have so many hours available each week. Eventually, you will reach the point where you cannot serve another client without working more hours. And true scalability does not mean working more hours.

One alternative is to offer group sessions which can make your coaching more scalable. While some coaches or consultants resist this because they feel it’s not as beneficial for the clients, actually just the opposite can be true. You see, teaching in a group setting is beneficial to your clients because they have an opportunity to learn from other participants’ experiences, questions and insights. 

But I hear you saying, “Suzanne, I’m in a service business [like a therapist] working with clients who require privacy. How could I possibly put those clients into a group?”

That’s a very good question, and it brings us to the second point.

2. Think Product Instead of Selling Your Time

Group coaching is not the only way to serve more people.

Rather than selling only your time, begin thinking about how you can turn some of your knowledge and expertise into a product.

Today, information products such as books, courses, videos and audio programs are readily available for you to create. When they are created correctly, these products can help your clients achieve an initial result without requiring you to personally repeat the same information each time.

This can work even when the deeper part of your service must remain confidential. You see, you aren’t putting someone’s private situation into a group. Instead, you are identifying the information you constantly repeat to every client and placing that general knowledge into a format people can use privately.

A valuable book, course or video asset can also introduce people to your approach and help them decide whether they want to work with you on a deeper level. When they do choose that deeper work, they already understand more about what you do and the value you provide. At that point, you may also be able to charge more for your personal time.

Essentially, you are looking for ways to duplicate [or multiply] yourself.

There are two basic ways to do that. You can hire and train other people to help you coach, or you can put your knowledge into video, audio or a complete book.

I prefer creating an asset that combines a video book, ebook and audio book. It gives people several ways to learn from me while allowing me to retain control over the quality of the information and how it is delivered. It essentially puts me in several places at once in different formats – each with its own way of connecting.

But once you have created those products, you need a reliable way to deliver them and continue the relationship. That brings us to the third point.

3. Put It All Into a System

Products alone do not create a scalable business. You also need systems that keep everything working together.

Some business owners build systems that depend primarily upon hiring other people. I prefer to build systems using automation.

When the automation is working, I know what it is saying. I know that it is following up with people consistently. And I know that the follow-up can continue while I watch a movie, take a walk or spend my time doing something else.

That is the real advantage of scaling. The business no longer depends upon you personally remembering and performing every task. It also doesn’t depend on trusting staff to communicate the way you communicate. I learned this when I developed an offline national direct-response campaign for my private-label anti-aging pill I sold through newspapers. I actually cringed when I heard what the salespeople were saying at the call center – over which I had no control. That’s when I vowed I would find a better way – and I did... adaptable automation where I know each customer is receiving the communication I want them to receive at different points in their customer journey with me! 😃

So, when you want to scale your coaching business, begin by thinking beyond the goal of becoming a seven-figure entrepreneur.

First, consider which parts of your work can be delivered in a scalable format;

Secondly, look for ways to multiply yourself through products such as books, video, audio or courses; and

Third, put those assets into an automated [yet personalized] system that can deliver your knowledge and follow up with people consistently.

That is why I developed my Video Influencing System™ which is a combination of reusable video assets and automation that I can rely upon to help run my business, even when I am not personally working.

Suzanne Glover

Author of Scale Your Business Smarter With Video