The Power Of LIVE Events To Grow + Nurture Your Coaching Business in 2025 With Kristen Cantrell
If you’ve ever thought about hosting a live event to grow your coaching business, this episode is for you. Live events are a powerful way to build community, nurture relationships, and create unforgettable experiences for your clients—and they can be a game-changer for your business.
In this episode, I’m joined by Kristen Cantrell, a live event expert and founder of Connect & Cultivate. Kristen and I dive into the magic of in-person events, how to make them successful, and why they’re such a valuable addition to your coaching business.
Meet Kristen: The Queen of Live Events
Kristen’s journey into live events started in the real estate industry, where she discovered the power of bringing people together to create connection and community. Over the years, she’s built a thriving business around hosting events, coaching women on building local communities, and even franchising her model.
Today, Kristen runs a nationwide network of chapters, a podcast, and a Facebook group with over 25,000 members. Her mission? To help entrepreneurs build authentic connections and stay relevant in their industries.
Why Live Events Are a Game-Changer for Coaches
Live events aren’t just about networking—they’re about creating meaningful, lasting connections. Here’s why they’re so powerful:
- Deeper Relationships: There’s something magical about being in the same room with someone. It takes your connection to a whole new level.
- Community Building: Live events foster a sense of belonging and trust that’s hard to replicate online.
- Opportunities for Growth: Whether it’s nurturing existing clients or attracting new ones, live events open doors for your business.
As Kristen puts it, “You can only do so many Zoom calls with somebody. There’s something about being in person that creates a bond you just can’t get virtually.”
How to Host a Successful Live Event
If you’re thinking about hosting a live event, here’s what you need to know:
1. Start with Intention
Before you plan anything, ask yourself: What’s the purpose of this event?
- Are you looking to nurture existing clients?
- Do you want to attract new clients?
- Is this a revenue-generating event, or is it more about building community?
Kristen emphasizes the importance of clarity: “Know your why. Is it to make money? To meet new people? To stay relevant? Plan it out and reverse engineer your goals.”
2. Create a Unique Experience
Stand out by offering something different. For example:
- Workshop-Style Events: Instead of bringing in multiple speakers, focus on delivering one powerful framework or strategy.
- Interactive Activities: Incorporate elements like breathwork, meditation, or group exercises to create a memorable experience.
Kristen shares a story about a breathwork session she hosted that left 95% of the audience in tears—and completely transformed the energy of the event.
3. Build in Time for Connection
Don’t overpack your agenda with content. Leave room for meaningful conversations and networking. As Kristen says, “Connection is at the center of everything. Make sure your event allows for deeper conversations and relationships.”
4. Plan for the Long-Term
Think beyond one event. Kristen suggests planning a series of events throughout the year to build momentum and create a sense of anticipation. “Everything big starts small. Plan for growth and make it something you can duplicate.”
The ROI of Live Events
Let’s be real: Live events aren’t cheap. But when done right, they can deliver incredible ROI—both financially and relationally. Here’s how to make it worth it:
- Set Clear Financial Goals: Are you looking to break even, make a profit, or simply create an unforgettable experience for your clients?
- Leverage the Event for Future Opportunities: Use the event to introduce attendees to your higher-ticket offers or membership programs.
- Focus on the Experience: Even if you don’t make money, the connections and goodwill you build can pay off in the long run.
Kristen’s Top Tips for First-Time Event Hosts
- Start Small: Don’t try to host a massive event right out of the gate. Start with something intimate and manageable.
- Get Help: Don’t go it alone. Hire a team or enlist support to handle the logistics so you can focus on the experience.
- Be Intentional: Every event detail should align with your purpose and goals.
If you’re ready to take the leap into live events, start by asking yourself:
- What’s my intention for hosting this event?
- Who do I want to serve, and what do they need?
- How can I create an experience that stands out and delivers value?
And remember, live events aren’t just about the event itself—they’re about the relationships you build and the impact you create.
