Cohort-based coaching programs are one of the most powerful ways to scale leadership development. When done well, they align people around a shared language of leadership, deliver individualized support through 1:1 coaching, and build momentum across the organization.
But there’s a catch: participation is not guaranteed.
We’ve seen it firsthand. When working with hundreds of leaders, even in well-designed coaching programs, participation isn’t a given. An organization can set the stage for success, but it’s ultimately up to each individual to prioritize the opportunity and make the most of it. Not every leader will choose to fully engage—and that individual choice might determine whether coaching remains an isolated effort or becomes a force that transforms the culture of the entire organization.
At Optify, we’ve learned that participation and engagement can be dramatically improved—but only if they are deliberately designed into the program from the start.
Why Participation Is the Leading Indicator of Success
Participation isn’t just a metric; it’s a predictor of outcomes. Our research shows that how leaders feel at the start of a program dramatically shapes what they get out of it.
When we ask participants: “On a scale of 1–10, how excited and committed are you to this coaching opportunity?”
Here’s what we’ve found:
- Leaders who rate their excitement at 9 or 10 report program impact scores 29% higher than their less enthusiastic peers.
- These highly engaged participants also rate the effectiveness of their coaching experience 20% higher.
- They’re also 18% more likely to say their coaching directly helped them succeed at work.
In short: mindset matters. When leaders believe coaching will help them, they lean in and the program delivers better results.
This is why engagement can’t be an afterthought. From day one, companies must focus on creating conditions that attract, engage, and excite their leaders about the coaching opportunity in front of them.
7 Ways to Drive Engagement and Participation
Over the course of designing and delivering hundreds of cohort-based programs, we’ve seen what works—and what doesn’t. Here are the key strategies that consistently increase participation and engagement:
1. Make It Opt-In, Not Mandatory
Forcing leaders into coaching rarely works. Mandated participation can create resistance or lead to disengagement from the start, which can infect the entire program.
Instead, invite them in. When coaching is offered as a choice—positioned as a selective benefit rather than an obligation—it immediately reframes the experience as an opportunity. This “opt-in” approach has a compounding effect: participants who truly want to be there become program champions, generating enthusiasm that draws in others over time.
2. Encourage Participation with Positive Reinforcement
Coaching should be framed as a gift, not a consequence.
When companies position coaching as a tool for growth rather than a corrective measure, leaders engage with curiosity instead of defensiveness. Messaging matters here.
Leaders should hear:
- “This will help you grow,” not “This will fix what’s broken.”
- “This is for you,” not “This is for the company.”
By making it clear that coaching exists to benefit the individual, not just the organization, participation rates rise and the quality of engagement improves.
3. Communicate Early and Often
For many participants, coaching is unfamiliar territory. If leaders don’t understand what coaching is, why they’ve been chosen, or how it will help them, they’re less likely to engage.
Successful programs begin with clear, proactive communication:
- Why coaching? Connect the program to business context and individual growth.
- What to expect? Outline the process, including timelines, coach matching, and scheduling.
- What’s in it for me? Highlight how coaching can reduce stress, improve decision-making, and make leadership challenges easier.
Upfront communication is one of the most powerful levers for engagement. When leaders see the value before the program even starts, they’re far more likely to show up ready to engage.
4. Remove Every Bit of Friction
Participation drops when logistics get in the way. Leaders already juggle demanding schedules, and even small administrative hurdles can create resistance.
That’s why high-performing programs prioritize ease:
- Platform-enabled scheduling with one-click calendar integration.
- Automated reminders that keep coaching top of mind.
- Streamlined onboarding that eliminates unnecessary steps.
By removing friction, companies make it simple for leaders to focus on what matters: the coaching itself.
5. Create Immediate Value
The first session is the moment that determines whether a participant will commit to the process or quietly disengage.
Optify trains our coaches to make session one count. This means helping leaders identify a pressing challenge, offering actionable tools, and delivering an experience that feels immediately useful. When a leader leaves that first conversation thinking, “I can use this tomorrow,” participation skyrockets.
6. Give Leaders a Choice of Coaches
Choice creates ownership.
Our data shows that when participants select their own coach, their satisfaction with both the coach and the program increases significantly. For example, when a program provides the opportunity for coach selection, the program NPS averages 91.5. Conversely, when a program assigns a coach without allowing participants to share input, the program NPS averages 72.7. Matching isn’t just about chemistry; it’s about giving leaders control over their development journey.
Whether it’s selecting from a short list or reviewing a gallery of coach profiles, a sense of agency in the process turns coaching from something that’s “done to them” into something they actively choose.
7. Monitor and Nudge Participation
Even in well-designed programs, participation can waver. That’s why visibility matters.
Through Optify’s platform, program managers can see exactly who’s engaging and who’s not—and send targeted, supportive reminders that are individually tailored. These “nudges” aren’t about policing participation; they’re about keeping leaders connected to the opportunity in front of them.
The result? Cohorts stay active, accountable, and aligned with the program’s goals.
The Result? Participation Creates Impact
Cohort-based coaching programs have the power to transform organizations, but only if leaders show up ready to learn.
By making coaching optional (but enticing), communicating clearly, and removing friction, companies can increase participation and set the stage for better outcomes. And when participants arrive excited, the data is undeniable: impact rises, satisfaction soars, and coaching becomes a true driver of business performance.
Participation isn’t just a number—it’s the foundation of success.
Optify helps organizations design and deliver coaching programs that leaders want to join—powered by intuitive technology, expert coaches, and data that proves value. Book a demo with us and see how we can help you engage more leaders, drive stronger results, and scale coaching that sticks.
