How to develop a powerful evergreen group programme
80% of my revenue comes from one group programme that is open all year round. In this blog post, I share why I moved to this evergreen model and exactly how it works.
Why I moved away from endless launch cycles
When I first moved away from the live launch model, it was because I was completely over the cycle of constant promotion.
Prepping, promoting, launching, recovering… and then doing it all over again.
It felt like I was always in launch mode, always creating something new, and never giving myself the space to refine or focus on what I actually wanted to be known for.
If I didn’t launch the next thing, my income dropped. I felt totally trapped in launch-deliver cycles.
Plus, I used to get ill after every single launch. My body and nervous system were telling me it wasn’t a sustainable model for me.
Closing down all my offers and going all in on one evergreen programme changed all that for me.
My evergreen group programmes helps you create a group programme and sell it, or turn your existing group programme evergreen and scale it. Check out the details here
An evergreen group programme runs continuously in the background. You can allow clients to join anytime (or at set intervals) without the need for a big launch event, 10 emails and 20 hours of sales calls.
But let’s be clear - this isn’t about “set it and forget it,” and it’s definitely not about building a passive income machine while you sleep.
To me, evergreen is the more strategic route but not necessarily the easier one. It requires a super strong offer, solid systems, and the confidence to be known for and consistently sell one thing.
And when it’s done well? It creates space in your calendar, stability in your income, and an opportunity for your clients to access transformation the moment they’re ready - not just when you’re in launch mode.
In this post, I’m going to walk you through how to develop an evergreen group programme that actually works. One that’s light touch, scalable, and built with real humans in mind.
Let’s dive in.
What is an evergreen group programme?
An evergreen group programme is a programme that people can join at any time (or on a monthly/bi-monthly basis for example). There’s no fixed start date, no big live launch window, and no waiting list.
Instead, you’re creating a scalable offer that runs continuously in the background - so people can enrol when they’re ready, not just when you are.
Unlike traditional group programmes that run in cohorts (where everyone starts and finishes together), evergreen programmes are more flexible.
They might include pre-recorded content, asynchronous coaching (e.g. responding to messages in your community or sending voice notes), or rolling support like group coaching, monthly Q&As or hot seating.
The key is that your programme is always running and clients can join more flexibly.
This means that:
People can enrol when the timing works - either on their own schedule or at a regular rhythm that works for you.
You can focus on sustainable client enrolment month on month, rather than big launches. For example, I enrol 3-5 clients every month. Some of my clients prefer to enrol clients every 2 months or each quarter.
For your marketing, this means you can focus on generating a consistent client flow, instead of needing a huge sales push that generates loads of clients all at once.
Some people talk about evergreen like it’s a “passive group programme” or something that sells on autopilot…
That’s certainly not been my experience. I don’t know anyone with a fully automated evergreen funnel that actually works.
And even if that is your end goal, I’d recommend you nail your evergreen funnel with a more human touch before attempting to automate everything.
To fill and run an evergreen programme month on month you need:
A watertight offer that solves a priority problem for your ideal client
An audience of people who want your thing (I set my clients the goal of growing their email list by 100+ subscribers a month)
A solid nurture strategy to take your subscribers or followers from cold >> hot in as short a time as possible
A strong sales strategy - something that moves your clients to take action and buy from you, when the time is right for them
A system for delivering your programme that genuinely supports your clients - even when they’re joining at different times.
When I first made my programme evergreen, it was with a group programme I’d already run live a couple of times. I knew it worked, and I knew the curriculum got results, but I was tired of stopping and starting.
I wanted to keep enrolling people without having to constantly be “on.” So I:
Recorded the curriculum so clients could work through at their own pace and I could step away from ‘information delivery’
Created a monthly kick-off for new clients to join (sometimes I do these calls 1-1 too)
Streamlined the onboarding process
Created weekly calls and check-ins that worked whether someone joined last week or three months ago.
Created a rhythm in my marketing to sell my group programme without the need for a big launch
It wasn’t “passive” - I was still showing up. But the difference was, I wasn’t relying on launch energy to get people in the door. That one decision gave me back a huge amount of headspace and stability.
Done right, an evergreen group programme becomes the beating heart of your business. It’s something you’re known for, that sells consistently, and that delivers client results at scale - without needing to launch it every couple of months.
Is an evergreen group programme right for you?
Evergreen sounds great on paper - no launches, no urgency, no big promo windows. But that doesn’t mean it’s right for every business or every offer.
From what I’ve seen (and experienced), an evergreen format works best when:
You have a clear and proven offer which you’d love to the backbone of your business
You’ve already run your programme live at least once or have enough experience with your offer to be confident it works
You’ve built an engaged audience - ideally 500-1000+ people on your list or social platforms
You’re ready to focus most of your business on one core offer and get known for it
You have the capacity to market and sell consistently, even without a launch runway
Evergreen might be a great fit for you if…
✅ You’re tired of the constant launch cycle
✅ You want a more sustainable, low-pressure way to enrol clients
✅ You’re craving more spaciousness in your calendar
✅ You want to refine one offer instead of constantly creating new ones
✅ You’re ready to build systems that support your business long-term
✅ You want people to be able to join without relying on a big launch - whether that’s monthly, quarterly, or anytime
In other words - this isn’t usually the best model for early-stage businesses or anyone who’s still testing and tweaking what they offer. And if you’re someone who loves the buzz of a launch or working with people in fixed cohorts, that’s totally valid too.
That said, if you're tired of starting from scratch every few months, and you want more predictability in your income, more headspace in your week, and a programme that keeps working even when you're not actively promoting… an evergreen programme could be exactly what you're looking for.
When I made the shift to evergreen, one of the biggest benefits was simply being able to stay focused. I wasn't constantly switching gears between selling, delivering, and rebuilding a launch funnel. I could finally refine one thing and do it really well - and that alone created more freedom and growth than any big launch ever has.
How to create an evergreen group programme
There’s no one-size-fits-all blueprint for creating an evergreen programme. The best evergreen programmes are built around your strengths and delivery preferences, your clients’ needs, and a proven pathway to get results.
That said, here’s how I usually approach creating an evergreen programme that not only sells, but actually delivers.
Step 1: Clarify your promise and positioning
Evergreen programmes work best when you’re selling something you deeply believe in - something you’ve tested, refined, and feel confident talking about.
So before you start setting up funnels or recording content, get super clear on what your programme helps people do, and why it matters.
What’s the core problem your programme solves?
What’s the transformation you deliver?
Why this method?
Why now and why with you?
The clearer your promise and point of view, the easier it is to create content, messaging, and systems around it that actually convert.
One way I like to think about this is in layers — your programme promise needs to hit on relevance, trust, and action.
Here’s a simple framework I use to help clients check if their offer is hitting all the right notes:
Step 2: Design your curriculum
Your curriculum is the steps your clients need to take to get the result.
By recording these steps into actionable lessons, you free yourself up from information delivery and constantly having to repeat yourself.
Thoughtfully crafting the core steps into a recorded pathway, means your clients can get results without you being there 24/7. That frees up your time to support them with implementation, personalisation and problem solving.
You can choose to deliver the content live the first time you run it and simply use these recordings moving forward. This is the easier route as it’s easier to plan a live training than record something where you get bogged down with re-takes and editing.
Or you can pre-record the videos. This often results in a more professional / slicker format, but I wouldn’t start here if it’s your first time running the programme as you’ll likely want to make edits.
Plan your content pathway:
What are the minimum steps your clients need to take to get results?
What milestones or progress markers can you add to give clients a sense of progress and help you track how they're moving through the material?
Do people need to go through your programme in a specific order?
Will you release the content all at once, or drip it out over time?
What format will be most supportive for your clients - video, audio, written?
The biggest mistake course creators make is too much content. Your clients will get overwhelmed, lose steam and never finish your programme.
With online learning, it’s also important to consider curriculum design. There’s nothing worse than joining a programme which is 20 x 90 minute videos. That’s overwhelming as fuck and no one will complete it.
Think bitesize, actionable 5-15 minute videos.
How long should your programme be?
Evergreen works best when your programme runs long enough for people to genuinely engage with the work and get results — even if they join at different times.
In my experience, six months is a great sweet spot. It gives clients time to settle in, build momentum, and stay supported. I’ve also run programmes at nine and twelve months.
Shorter formats (like 4–12 weeks) can feel like you’re constantly onboarding and offboarding people, which can start to resemble a rolling cohort model — not truly evergreen.
Ask yourself:
How long does it really take to get your clients the result they want?
What timeline feels sustainable for you to support?
Do you want to offer a trial, guarantee, or option to upgrade at the end?
The simple reality is some clients will move quickly and some slowly. So choose an average length of time for clients to get a good tangible result and offer options to extend if people need more time.
Step 3: Design your live support
This is where the magic happens. People join your programme because they want to work with you. Live support is where you personalise, problem-solve, and keep momentum going.
You might offer:
Weekly or fortnightly Q&As
Additional teaching and live exercises
Co-working and implementation sessions
Monthly hot seat coaching or themed sessions
Feedback sessions
Support from other experts (my Facebook Ads Coach runs one of my monthly calls)
Optional 1:1 calls
I offer unlimited 30-minute 1:1s, which sounds like a lot, but it’s not. We use a support ladder that helps clients take action and troubleshoot before booking a call. Some weeks, I don’t have any calls at all.
The beauty is… you get to design the live support based on your strengths and client needs. So have fun with it and experiment.
Step 4: Design the community
The community side of your programme is what lifts people up when they get stuck.
That might look like:
A community forum for support and conversation (I use Slack)
A space to set goals, stay accountable or share wins
A dedicated channel to submit copy or work for feedback
The goal here isn’t just connection — it’s motivation, accountability, and a sense of shared momentum.
Again, you get to choose. What would support your clients in getting results, and what kind of support would feel sustainable for you?
Create strict boundaries around when you will support clients e.g. what days, so you don’t always feel ‘on’.
Step 5. Set up onboarding and client pathways
This may not sound sexy, but believe me, it makes a huge difference.
You want new clients to feel welcomed and confident from the moment they join. That might look like:
A 1-1 or group kick-off call
A short welcome video
A clear “start here” guide
A simple email sequence that walks them through the first steps
A reminder to join the group or book their first call
Your onboarding doesn’t need to be fancy, it just needs to be clear. Think of it as the bridge between “yes, I’m in” and “I’m actually doing the work.”
Roll out the red carpet for your clients and show them that they made an awesome decision investing in you.
Step 6: Choose your tech stack
When it comes to delivering your evergreen group programme, the right tech can create a friction-free client experience.
You don’t need an all-singing, all-dancing setup, but you do need tools that make it easy to deliver your content, engage your community, and support your clients effectively.
That could be as simple as videos in a Google Drive folder, a Facebook Group for your community and Zoom for your live calls (this is the cheapest, minimum viable product route and works fine).
But, you’ll get to a point where you want your programme to feel a bit more professional, or you might want to move away from the noise of Facebook.
Here’s what I use personally:
Kajabi – For hosting the curriculum and onboarding materials. It looks professional, is easy to update, and handles payments, emails, and funnels too. Downsides? It’s pricey, and I find the community feature pretty rubbish. Plus, I don’t actually use it as a payment processor as it’s rubbish at calculating VAT.
Slack – My go-to for community. It feels more alive than Kajabi’s community space and helps keep the vibe focused and intentional. It’s more expensive than some, but the experience is miles better than a Facebook group.
That said, there are loads of other options depending on your priorities. Here's a quick breakdown from my 2025 tech guide:
All-in-one platforms
Mighty Networks – Great for combining courses, community, and events. It has a mobile app and solid monetisation tools, but doesn’t feel as real-time as Slack and I don’t personally love it.
Circle – Built for community-first experiences. Clean interface, easy integrations, but not ideal for advanced course building. That said, this is a popular one with my clients.
Podia – Affordable, beginner-friendly and good value overall. Lighter on features and customisation. Community function is pretty limited though.
Skool – Blends course hosting with community and gamification (like leaderboards). Simple branding but super engaging.
Go High Level – More of a marketing CRM that can be adapted for courses and communities. Powerful, but steep learning curve. Some clients rave about it.
Course-focused platforms
Teachable / Thinkific – Popular and user-friendly for hosting courses, but weaker on community features.
ThriveCart Learn – Great if you’re already using ThriveCart for checkouts. Lightweight and solid for simple courses. I’d probably use this if I wasn’t on Kajabi.
Community-led platforms
Slack – Real-time, channel-based and ideal for smaller, more active groups.
Discord – Free, flexible and powerful, but not everyone loves the user experience
Facebook Groups – Easy and familiar, but comes with distractions and limited branding.
WhatsApp / Voxer – Better for small-group or 1:1 coaching. Great for high-touch, but not ideal for full-scale delivery.
TL;DR: My tech philosophy
Choose what fits your desired functionality and client needs. I personally like using the best tech for the job, so choose separate platforms over an all-in-one solution (Slack + Kajabi + Zoom).
Want an all-in-one? Try Circle or Skool.. Starting small? Teachable, Podia or ThriveCart Learn could be just right.
Whatever you choose, go for ease and clarity. Your tech should support the experience — not add stress to it.
How to run an evergreen group programme
Once your programme is built, the real work is in running it well. With evergreen, clients are joining and moving through at different times, so your job is to make sure they still feel supported and motivated.
Here’s how I approach it:
1. Set expectations from the start
Clear onboarding helps clients feel confident right away. A warm welcome message, a “start here” guide, and a roadmap for navigating the programme go a long way. If you haven’t already, check out the onboarding section earlier in this post for what to include.
2. Build a simple structure that supports progress
Use regular call formats, weekly reminders, or themed check-ins to keep momentum going. Some examples of what this looks like:
Hold Q&A calls on the same day each week
Use Slack threads for goal-setting every Monday
Run monthly hot seats or themed discussions
When clients know what to expect, they can relax and focus on the work.
3. Check in and stay connected
Evergreen clients can sometimes slip through the cracks - so it’s up to you to notice when that’s happening.
Track things like call attendance or module progress
Use colour-coded check-ins (e.g. red/yellow/green)
Reach out if someone’s been quiet
And don’t underestimate the power of a simple “How’s it going?” in the DMs or community thread. It helps clients feel genuinely seen.
4. Support progress every step of the way
Transformation comes from taking action — not just watching content. Build in ways to help clients implement:
Use short, focused lessons (5–15 mins)
Add reflection prompts or check-ins at key points
Celebrate wins (in the group or with a small gift)
This helps clients stay engaged, motivated, and moving forward.
5. Offboard clients powerfully
Clients finishing at different times shouldn’t mean that offboarding gets missed - it’s just as important as onboarding.
Give clients a chance to reflect and celebrate
Offer a final call or check-in
Share next-step options or continued support
This helps end their journey on a high, and keeps the door open for future work together.
Evergreen delivery doesn’t have to mean being “on” all the time — but it does require thoughtful design. With clear systems, simple structures, and a few personal touches, you can deliver something that feels just as powerful (if not more so) than a live cohort.
How to sell an evergreen group programme
Selling something that’s always available is a different skill to launching. It’s not just “talk about your offer more.” Evergreen sales require rhythm, systems, and real consistency - otherwise, you just fade into the background.
Here’s what actually works:
1. Grow your audience by 100+ leads per month
One of the biggest reasons people struggle to sell evergreen is simply not having enough people to sell to.
If you’re not bringing in fresh leads, you’ll burn through your warm audience fast. Aim for 100+ new leads per month to make sure you consistently have enough new people in your audience.
My favourite method is Facebook ads. It’s fast, scalable and - importantly for me - relatively hands-off. I use a simple strategy that has worked for years. You can read more about it in my blog post on How I grow my audience with Facebook ads.
But I’ve had lots of clients who have been very successful with organic methods too. Some have used platforms like TikTok, while others have used partnerships — like guest masterclasses or newsletter swaps — to tap into warm, aligned audiences.
👉 I break all of this down in my blog post on The 100 Leads Per Month Rule: How I Fill My Evergreen Group Programme Every Month Without Launching.
2. Create automated content that warms up your audience
Finding you is the first. Building genuine connection is the next.
Start with a welcome sequence that builds trust, credibility and connection and sells your offer from day one.
I’m a big fan of building sequences that:
Speak to buyers who are ready now (because 10% of of your list are looking to buy now)
Build trust through personal stories and proof
Make your offer visible, clear, and easy to say yes to
Then, focus on long-term nurture. Weekly emails. Case studies. Method breakdowns. Regular content that keeps you top of mind. You want to be the one they think of when they’re ready to buy.
Longevity matters - be the one still showing up when everyone else has given up or changed strategy.
3. Run a dedicated sales week each month
If you talk about your offer every day, people start tuning out. But if you never talk about it directly, they won’t know what to do.
A dedicated sales week each month gives you the space to go all in:
Share stories and transformations
Handle objections
Give behind-the-scenes peeks at your programme
Make a clear, compelling invitation
It’s like a mini launch - without the burnout.
4. Host monthly live workshops
Workshops are magic. They create energy, urgency, and trust. You’re giving people a real taste of what it’s like to work with you.
One of my clients went from 0 sign-ups in January to 5 new clients in February - simply by running a focused workshop that matched her audience’s needs.
Workshops help you:
Build a warm pool of leads fast
Sell without feeling salesy
Create re-purposable content for emails and socials
Make them part of your rhythm and you’ll always have leads in the pipeline.
5. Master your sales process
And finally - get great at sales. Whether that’s:
DM conversations
No-call sales using Google Docs
Quick, focused 1:1 calls
You need a process that helps people make a decision. Evergreen doesn’t mean “hands-off.” It means being intentional and clear.
The biggest mistake? Just whacking your offer on a sales page and hoping people click ‘buy.’ Your audience needs more than that. Show them the path. Support their decision.
Evergreen sales don’t have to be boring or flat. When you combine consistent growth, real connection, strategic selling moments, and great delivery — it can feel like magic.
You’re not just selling all the time. You’re leading. You’re guiding. And you’re showing people what’s possible.
That’s what makes evergreen work.
Common mistakes to avoid
Evergreen sounds simple - and it absolutely can be. But there are a few common mistakes I see people make when trying to take a group programme evergreen.
Here’s what to watch out for:
1. Trying to “set it and forget it”
Evergreen doesn’t mean hands-off. It just means you’re not stuck in launch mode. You still need a plan for how you’ll stay visible, sell consistently, and support your clients once they’re inside.
2. Going evergreen too early
If you haven’t run your programme live at least once, going straight to evergreen can be risky. Live rounds give you insight, feedback, and proof that your content works. Without that, it’s harder to refine your messaging and create the systems that make evergreen work.
3. Overcomplicating the tech
You don’t need fancy funnels, timers, or a stack of software to go evergreen. The simpler your backend is, the easier it is to maintain — and the less likely you are to get stuck fiddling with automations when you should be talking to your people.
4. Letting it gather dust
One of the sneakiest things that can happen with evergreen offers? You stop promoting them. They’re always available, so they stop feeling urgent — and you start talking about other things instead. Consistency really is everything.
5. Expecting it to “just work” on its own
Evergreen is sustainable, but it’s not automatic. You’ll still need to test your funnel, tweak your messaging, and stay present with your audience. That’s totally normal — and it’s how you build something solid and scalable over time.
6. Just putting it on your website and hoping people will buy
It’s honestly very rare for someone to just find your programme on your website and just buy. People need a more curated buying journey. This helps them feel safer in their investment - and ensures you are attracting the right kind of clients.
The most important thing? Pick tools that feel easy to use — both for you and for your clients. Fancy doesn’t always mean better. Start simple and build from there.
Evergreen sales don’t have to be boring or flat. When you combine consistent growth, real connection, strategic selling moments, and great delivery — it can feel like magic.
You’re not just selling all the time. You’re leading. You’re guiding. And you’re showing people what’s possible.
That’s what makes evergreen work.
Real examples: Client case studies
If you’re anything like me, it’s not just the how you want to know — it’s the what it looks like in real life. Here are a few ways I’ve seen clients successfully take their group programmes evergreen (in a way that felt aligned, sustainable, and actually worked).
Example 1: Ellie Baker – from slow growth to consistent client enrolment
Ellie had started a coaching business helping teachers transition into online tuition. She had a group programme, but wasn’t hitting the income goals she’d set for herself.
Inside Amplify, we stripped back her automations and lead magnets, focused on her messaging, and helped her reposition her offer to better match what her ideal clients actually wanted.
She went from 0 clients in January, to 5 in February, 5 more in March, 8 in April, and 5 in May - smashing her income targets and creating a programme that now feels scalable, focused, and fun to deliver.
👉 Read Ellie’s full story here
Example 2: Joanna Lott – from patchy enrolments to consistent 10k months
Joanna had an evergreen group programme, but enrolments were inconsistent and she wasn’t seeing the steady growth she wanted. Inside Amplify, we refined her messaging, focused on lead generation, and simplified her sales process — helping her consistently fill her programme without sales calls.
She now runs a term-time only, evergreen group programme that’s become her core offer — and it’s brought her consistent £10k months.
👉 Read Joanna’s full story here
Example 3: Emma Taggart – from fully booked and exhausted to evergreen ease
Emma was fully booked with 1:1 clients and working over 40 hours a week — but it wasn’t sustainable. Inside Amplify, she built a group programme designed around her energy and capacity, tightened up her messaging, and created an evergreen system that brings in consistent leads and income.
She’s now working just 25 hours a week, earning more than she did before, and enjoying a calm, sustainable business that gives her time back.
Ready to build your own evergreen group programme?
There’s no one right way to go evergreen — but if you want to create a programme that delivers real results, works with your energy, and doesn’t rely on constant launching, it is possible.
It takes strategy.
It takes systems.
And it takes a little bit of bravery to do things differently.
If you’re curious about what it could look like in your business, I’ve created a free workshop series that walks you through the exact steps I teach inside Amplify — from building your offer to selling it consistently and sustainably.
👉 Click here to watch the free Evergreen Workshop Series
No fluff. Just practical strategies that actually work — even if you’re introverted, at capacity, or completely over launching.
