The Exploding eLearning Market: Why Coaches, Mentors, and Consultants Are Diving In
The global eLearning market is on a meteoric rise, projected to soar to a staggering $375 billion by 2026. This incredible growth is fuelled by an insatiable demand for accessible, online education – making this the perfect time for coaches, mentors, and consultants to step into the world of knowledge commerce. While it may be tempting to believe you’ve missed the boat and that this market is totally saturated and fit to burst, the truth is that demand for high-quality, niche expertise is skyrocketing. Projected to grow from $399 billion in 2022 to over $1 trillion by 2032 this isn’t a trend; it’s a monumental shift in how people learn, grow, and invest in their development.
Here’s a bar chart showcasing the market sizes of various industries, including their compound annual growth rates (CAGR). The data highlights the eLearning market’s exceptional growth potential compared to other industries such as corporate training, coaching, consulting, and self-improvement.
As a coach, consultant, expert or mentor, your unique voice and perspective are your superpowers. The market isn’t about competing with others; it’s about finding and serving your specific audience—people who resonate with your story, your teaching style, and your approach. Even if the broader industry feels crowded, it’s encouraging to consider how much smaller more specific niches within the market remain wide open.
The “boat” isn’t gone—it’s evolving, expanding, and offering more seats. The real question is whether you’re ready to step aboard with the vision, strategy, and heart needed to create something impactful. It’s never too late to start if you’re willing to take the first step.
So why is it that this booming industry hold such promise for professionals like you? Let’s unpack the four key reasons:
Passive Revenue Streams
Imagine earning money while you sleep. I know this is a classic thought, and in reality, is best suited to already established enterprises who aren’t guessing what to do or how to do it, but for experts like you with an impressive test record of delivering transformation, transforming your expertise into digital courses or membership offerings, can unlock a recurring income model that works for you 24/7. Whether it’s a signature course that teaches a specific skill or an exclusive membership community that delivers ongoing value, you can create a predictable income stream that requires less of your time once the system is built.
Shifting to a membership-based model has completely transformed my business. Previously, my YouTube channel relied on inconsistent ad revenue, making growth unpredictable. Working with Mits has been a game changer for my business. By pivoting to a membership model, I’ve been able to create a stable and scalable source of income. In just 4 months, after two successful launches, we’re on track to generate an additional $120K annually, with over 1,000 dedicated members. This change has not only stabilized my revenue but also allowed me to serve my community more deeply and effectively. Turning a side hustle into a sustainable, thriving business has been a game changer.
Global Reach
Gone are the days when your influence was limited by geography. An online platform allows you to connect with clients across the globe, breaking down barriers and expanding your reach far beyond your local market. Whether you’re coaching a corporate leader in New York or mentoring a startup founder in Sydney, your expertise can travel as far as the internet can take it.
In just a few years, I have already impacted members in 27 countries and 103 cities around the world!
Authority Building
In today’s digital age, having an online presence isn’t just a nice-to-have—it’s essential for building credibility. By packaging your knowledge into structured courses or membership programs, you establish yourself as an authority in your niche. This positions you as a go-to expert, helping you attract more clients, speaking opportunities, and collaborations.
Your knowledge is your greatest asset—turning it into a digital presence transforms your expertise into a powerful platform for influence. By packaging your insights into structured courses or memberships, you create tangible proof of your value. It signals to your audience that you’re not just a participant in your field, but a leader with solutions they can trust. This establishes you as the go-to expert, opening doors to more clients, speaking engagements, and collaborations. In today’s digital age, showcasing your authority online is the key to unlocking credibility, visibility, and long-term success.
Scalable Impact
As a coach, mentor, or consultant, your time is your most valuable asset. However, time is finite, which limits how many clients you can serve in a one-on-one capacity. eLearning solutions change the game, enabling you to serve hundreds—or even thousands—of clients simultaneously. This scalability allows you to maximize your impact without draining your energy or sacrificing work-life balance.
Time is your most valuable asset as a coach, mentor, or consultant—but it’s also limited. By leveraging eLearning solutions, you break free from the constraints of one-on-one work, empowering you to serve hundreds or even thousands of clients simultaneously. This scalability not only amplifies your impact but also gives you the freedom to create a business that supports your life, rather than one that drains it. It’s about maximizing your reach, sharing your expertise widely, and achieving success without sacrificing your energy or work-life balance.
Your Time to Shine: Scaling Your Expertise in the Digital Age
The demand for authentic, expert-driven content has never been higher. Coaches, mentors, and consultants are perfectly positioned to meet this need, so if you’ve ever considered scaling your expertise online, now is the time to take the leap. The tools and technology are more accessible than ever, and the rewards—both financial and personal—are worth every step of the journey.
Membership Business vs. Digital Course Business: Which Path Fits You Best?
Stepping into the world of knowledge commerce means making one of the most exciting decisions in your business journey: but opens up some pretty big questions like should you build a membership-based business or focus on creating digital courses?
Both options are incredible vehicles for sharing your specialist expertise, but they have distinct differences that can shape your journey. Let’s break this down in a way that makes it easy to decide what’s right for you.
The Membership Business: Building a Thriving Community
A membership business is like hosting an exclusive club. Members subscribe to gain access to your ongoing content, resources, and, most importantly, a supportive community. It’s a dynamic, evolving relationship between you and your members. The beauty of this model lies in the recurring revenue it provides—monthly or annual subscriptions create a consistent income you can count on, and you can co-create the experience with your members. You don’t need to start with everything pre-built but can build as you go. It’s also perfect for deepening relationships, as members often feel like they’re part of something special, fostering loyalty and long-term engagement. Members can beneficiaries learning from your expertise, or even other professionals who are looking for a supportive network that is unique to their needs. You have the flexibility to continuously add new content, pivot as needed and respond to your audience’s requirements.
However, it does come with some challenges. Delivering regular value requires careful planning, and keeping members engaged month after month can be demanding. Additionally, the technology to manage subscriptions, gate content, and maintain access can add a layer of complexity. You will need to be good at setting boundaries and ensure you don’t price your membership too cheaply to devalue your knowledge or overdeliver out of anxiety as numbers fall and rise. Marketing a membership also comes with some nuances too, perhaps the biggest one is the need to run launches or create urgency so leads take action. This can be a significant part of the work that you must at least consider.
For those who thrive on building relationships and enjoy providing ongoing mentorship or creating a dynamic environment where people grow together, a membership business might be your perfect fit.
The Digital Course Business: Delivering Focused Expertise
A digital course business, on the other hand, is like creating a masterpiece – taking all your experience of what your best clients have needed most and developing a structured learning journey that students purchase and complete at their own pace. It’s a fantastic way to package your knowledge into a focused product and again, you don’t need to create this upfront. You could certainly begin by co-creating your program as you go, but with the intention of repurposing things in this way. The biggest advantage is the scalability it offers. Once created, your course can sell to an unlimited number of students with minimal ongoing effort. Courses provide a clear, start-to-finish solution to a specific problem, making them highly marketable.
However, creating a course requires some insight into the pathway and journey you are offering others, even if you don’t have the recorded material already, you will still need to create the best progression from zero to hero for your audience. Don’t make the rookie mistake of putting in a significant upfront investment involving video editing and polishing your delivery, unless you have already run this time and time again and have it nailed. If you haven’t, start simple.
Marketing plays a crucial role here, as your success depends on reaching the right audience with a compelling offer, but once set, you have a chance here of running your automations on autopilot, making adjustments when you can.
For specialists with a defined area of expertise or a proven framework that delivers transformative results, a digital course can be the perfect way to share your brilliance on a larger scale.
So, Which Model Is Right for You?
It really depends on your goals, strengths, and how you prefer to interact with your audience. If you love the idea of building a community and offering ongoing mentorship, a membership site could be your sweet spot. But if you’re a fan of focusing your energy on creating one incredible product that can sell repeatedly, a digital course might be your path to success.
But don’t forget this crucial fact: Whatever you create, remember to consider the people you are creating this for. The choice between a membership or course business model might just come down to who you are hoping to help and how they prefer to engage with your expertise. For example, if your audience consists of fellow professionals or peers looking for ongoing mentorship and cutting-edge insights, a membership model might be ideal. This allows you to offer continuous value through regular content updates, live Q&A sessions, or community interaction, creating a space for collaboration and growth.
On the other hand, if you’re passionate about teaching foundational skills to a target audience of time limited high-flying individuals, a course model may be a better fit. For instance, a consultant specializing in productivity could offer a structured program designed to help busy professionals transform their habits over six weeks. Courses appeal to learners who want a clear, start-to-finish solution to a specific problem, delivered in a focused format. Ultimately, your audience’s goals, learning preferences, and the depth of transformation you aim to deliver will help determine the right model.
But here’s the magic: these two models don’t have to live in isolation. Many successful businesses offer a combination – a digital course to solve a specific problem, paired with a membership for ongoing growth and connection. Ultimately, there’s no “wrong” way to share your expertise. So when thinking things through keep it simple, focus on what aligns with your vision, and choose the path that feels exciting and sustainable for you.
Membership platforms vs learning management systems (LMS)
Now let’s step in the technologies used to make this all real and tangible. In the tech world, there are two pathways where you can build a membership platform or a learning management system (LMS). But these two approaches can cause confusion because the differences aren’t always clear to see.
A membership platform is designed to offer ongoing, gated access to exclusive content, resources, and community interactions, typically through a subscription model. Here you might include a forum or link to a social gathering platform, and here you will need to guide the interactions, sharing with members what is, and is not, acceptable. An LMS, on the other hand, is built to deliver structured courses with clear learning paths, progress tracking, and often certifications for students who complete the program. Here you might have the ability to add quizzes to test your student’s growing understanding and offer version updates either for free or at additional cost.
In practice, these platforms can overlap significantly—a membership site might host standalone courses as part of its value offering, while an LMS might include community forums or ongoing resources for students. This blending of features can muddle the distinctions, but the core difference lies in the focus: memberships center on continuous value and connection, while LMS platforms are tailored for one-time or sequential skill-building experiences.
If you’re looking to offer both a membership and courses, your choice of tech will depend on your primary business model and the relationship you want to cultivate with your audience. Many platforms allow for hybrid approaches, and on the surface can see to offer so much – but the key selecting what would really work best for you, is to delve in deeper to what won’t be provided. This often requires a bit more digging but will save you from marketing shiny object syndrome where it all just sounds so amazing!
| Feature | Membership Model | Course/LMS Model |
|---|---|---|
| Revenue Model | Recurring subscription | One-time payment or tiered course fees |
| Content Style | Ongoing, dynamic updates | Fixed, structured learning paths |
| Community Focus | Built-in forums or group interactions | Optional, less central |
| Best For | Community-driven programs, libraries | Comprehensive educational content |
Rent vs. Own: The Tech Showdown to Power Your Knowledge Business
Stepping into the world of online knowledge commerce often brings a critical decision: should you rent a platform or own your own? The tech platform you choose will shape not only your business’s functionality but also your control, costs, and long-term growth. Let’s explore these two options in detail so you can make an informed decision that aligns with your goals.
What Does “Renting” a Platform Mean?
Renting a platform is akin to leasing an apartment. You subscribe to an existing tech service like Teachable, Thinkific, or Kajabi, which provides everything you need to get your membership or digital course up and running. These platforms are user-friendly and come with built-in features like payment processing, marketing tools, and pre-designed templates. The simplicity and convenience of renting appeal to many entrepreneurs who want to get started quickly without worrying about technical details.
However, renting comes with limitations. Just like leasing, you’re restricted by the rules of the platform. Customizations may be limited, and any significant changes to the platform—such as pricing increases or feature removals—are beyond your control. Additionally, as your business grows, subscription fees typically increase, and you may end up paying a percentage of your revenue as transaction fees. While renting offers convenience upfront, it can become costlier and less flexible as your business scales.
What Does “Owning” a Platform Mean?
Owning your platform is like buying a house. Using tools like WordPress.org, paired with plugins like LearnDash or MemberPress, you build a completely custom platform hosted on your own website. Ownership means full control—you decide the design, features, and functionality of your platform, tailoring it to your specific needs. Over time, this can provide a cost advantage, as there is no ongoing subscription fees tied to platform use though typically you will have some lesser licence fees unless you hire a development team to build totally from scratch (super expensive).
However, owning your platform also means taking on the responsibilities that come with it. You’ll need to handle hosting, updates, security, and maintenance, which may require technical skills or hiring professional help. The upfront effort and costs of creating a self-hosted platform can be higher than renting, but for many, the long-term control and flexibility are worth it.
Where It Gets Confusing: The Overlap
The line between renting and owning isn’t always crystal clear. Some rental platforms offer advanced customization options that feel like ownership, while self-hosted solutions increasingly include pre-built features that make setup easier. Both models can support memberships and courses, adding to the confusion.
For example, platforms like Kajabi allow you to deliver both membership content and structured courses. Meanwhile, WordPress plugins like MemberPress enable you to gate content for members, while LearnDash can help you build and deliver comprehensive courses. This overlap means that either option can work, but the best choice depends on your goals and priorities.
If you’re just starting out or value simplicity, renting might be the better option. It allows you to focus on building your content and audience without worrying about the tech. However, if you’re ready to scale, want to avoid ongoing subscription fees, or require a highly customized platform, owning your tech stack might be the smarter choice.
For those who plan to grow a hybrid model—offering both memberships and courses—look for platforms that provide flexibility in how you deliver your content. Ultimately, the decision boils down to this: do you prioritize ease of use and quick startup, or are you willing to invest time and resources into creating something truly your own? Both paths can lead to success, but knowing your vision for the future will guide you to the right choice.
Here’s a comparison table of some of the most popular platforms in this space for you to consider:
| Platform | Type | Features | Startup Costs | Cost (5-Year Growth) | Scalability |
|---|---|---|---|---|---|
| Thinkific | LMS | Courses, quizzes, certificates, upselling | $0–$99/month | $5,940+ | Suitable for small to medium businesses; scalable to thousands of students; limited customization. |
| Teachable | LMS | Course hosting, marketing tools | $29–$249/month | $14,940+ | Handles large student bases; may lack advanced custom features for very large businesses. |
| Kajabi | Membership + LMS | Website, courses, email, marketing funnels | $149–$399/month | $23,940+ | Highly scalable for content volume and users; costs increase significantly with growth. |
| Mighty Networks | Membership | Community, live streams, content delivery | $33–$99/month | $5,940+ | Best for community building; scalable to medium-sized businesses; limited advanced LMS features. |
| Membership.io | Membership + LMS | AI-powered content management, community features, personalized content | $41–$183/month | $10,980+ | Scalable with AI integration; suitable for growing businesses; costs increase with additional features. |
| GoHighLevel | Membership + LMS | CRM, marketing automation, membership sites, course hosting | $97–$497/month | $5,820+ | Designed for agencies; highly scalable; costs increase with added sub-accounts and features. |
| Skool | Membership + LMS | Community building, course hosting, gamification | $99/month | $5,940 | Scalable for unlimited members and courses; limited customization; managed scalability within platform features. |
| LearnDash + WordPress | LMS | Full customization, progress tracking | $329/year + hosting ($500+) | $4,000+ | Fully scalable with appropriate hosting; suitable for large courses and user bases; requires technical setup. |
| Tutor LMS + WordPress | LMS | Frontend course builder, quizzes, certificates, eCommerce integration | $199/year + hosting ($500+) | $3,495+ | Scalable with robust hosting; ideal for comprehensive eLearning platforms; requires technical management. |
| MemberPress + WordPress | Membership | Membership control, gated content, integration | $179/year + hosting ($500+) | $3,500+ | Fully scalable for memberships and community; hosting must support high traffic; requires technical setup. |
| LearnDash + MemberPress + WordPress | LMS + Membership | Structured courses, gated content, progress tracking, memberships, payments | ~$500/year for plugins + hosting ($500+) | $5,000–$6,500+ | Fully scalable for courses and memberships; requires robust hosting and advanced configurations for large-scale use. |
Choosing the Right Path
The best platform for you will depend on:
- Your business model (membership vs. courses).
- Your growth goals (scalability vs. simplicity).
- Your tech comfort level (DIY vs. done-for-you).
Thinkific: Provides an intuitive interface and quick setup for course creation, making it ideal for beginners. It includes tools for video hosting, quizzes, and certificates. Scalability supports small to medium-sized businesses, but customization is limited, and advanced features often require upgrading to more expensive plans.
Teachable: A user-friendly platform with features for hosting, marketing, and selling courses. It supports affiliate marketing and basic automation. Scalability allows for large student bases, but transaction fees on lower-tier plans can reduce profitability, and advanced customization options are limited.
Kajabi: A comprehensive platform combining course hosting, memberships, marketing funnels, email marketing, and website creation. It scales effectively for growing audiences, but pricing increases significantly as you expand, and customization options remain less flexible than WordPress-based solutions.
Mighty Networks: Excels at community building, offering features like live streaming, group forums, and gamification. Scalability supports medium-sized communities but lacks the advanced LMS tools required for structured course delivery.
Membership.io: Offers AI-powered content management and community features, enhancing personalized learning experiences. Scalability is supported through various pricing tiers, with costs increasing as additional features and storage are required.
GoHighLevel: Combines CRM, email marketing, automation, and course/membership hosting, making it ideal for agencies managing multiple clients. Scalability is robust for growing businesses, but costs rise significantly with the addition of sub-accounts and premium features.
Skool: Skool is an all-in-one platform that combines community building, course hosting, and gamification features. It offers a straightforward pricing model at $99 per month, which includes unlimited members and courses. Skool emphasizes simplicity and engagement, making it suitable for creators who want to foster interactive communities alongside their educational content. However, customization options are limited compared to self-hosted solutions, and scalability is managed within the platform’s provided features.
LearnDash + WordPress: A powerful LMS tool offering advanced features like progress tracking, quizzes, and certificates. Scalability is virtually unlimited with robust hosting, but it requires technical expertise for setup and maintenance.
Tutor LMS + WordPress: Features a frontend course builder, quizzes, certificates, and eCommerce integration. Scalability depends on hosting capabilities and technical management, making it a cost-effective but hands-on solution for comprehensive eLearning.
MemberPress + WordPress: Focuses on gated content and membership management with flexible subscription plans. Scalability supports growing memberships but requires additional plugins (like LearnDash) for structured courses, alongside reliable hosting.
LearnDash + MemberPress + WordPress: Combines the best of both worlds, offering a robust solution for courses and memberships. Scalability is high with proper hosting, but the setup and maintenance require technical oversight to manage large-scale use.
A Word of Warning: Why Passion Alone Is Never Enough
Stepping into the world of knowledge commerce is an exciting journey, but it’s not without its risks. Building a membership or digital course business demands significant investments of time, money, and energy. Statistics show that up to 90% of online courses fail to achieve significant sales, not because of poor content, but due to the lack of a solid marketing strategy. The truth is, quality content alone isn’t enough—you need a strategic plan to attract, nurture, and convert your audience. Without it, even the most valuable course or membership can go unnoticed in an increasingly crowded market.
There’s also the ongoing challenge of maintaining engagement and retention; the average membership site experiences a churn rate of 5-10% per month, meaning that without constant effort, your income can dwindle faster than you expect.
Time is another critical factor—it’s easy to underestimate how long it takes to create and launch something truly impactful. Whether it’s crafting a course curriculum or engaging with members in a thriving community, this isn’t really a set-it-and-forget-it endeavour. While the rewards can be incredible, it’s important to approach this decision with your eyes wide open, knowing that success will require not just passion but also persistence, strategy, and adaptability.
The Key to Thriving in Knowledge Commerce
Although I hope my content offers a comprehensive overview of the key decisions and options you might face when stepping into knowledge commerce and the fun of eLearning, I’m not delving into the intricate “how-to’s” here. Topics like open versus closed memberships, front-end versus back-end memberships, and advanced course-building techniques require their own deep dives to truly unpack their nuances.
Perhaps the biggest key to success is to remember that it will be marketing (not your expertise) that forms the lifeblood to your knowledge commerce business. No matter how awesome your courses or memberships are, they won’t reach their full potential without a strong marketing strategy to connect you with the right people. The great news is, there are plenty of marketing strategies out there that coaches, mentors, and consultants can implement and even have fun with. Storytelling through social media posts or video content allows you to showcase your personality and build trust. Email marketing is another powerful tool -regular newsletters or nurturing sequences can keep your audience engaged and excited about your offerings. Hosting free workshops, webinars, or challenges can give potential clients a taste of your expertise while creating an organic way to upsell your programs. Collaborations with other thought leaders in your space can also expand your reach. By focusing on these relationship-driven strategies, you not only grow your business but also create meaningful connections with your community. Marketing, when done authentically, becomes an extension of the impact you’re aiming to make.
Success in knowledge commerce is more than just sharing your expertise – it’s about building meaningful connections, leveraging the right tools, and embracing a strategy that scales your impact while staying true to your vision. The journey requires intention, but the rewards – authority, income, and the ability to transform lives – are worth every step.
Ready to design your knowledge commerce strategy? Then why not revamp your business model with an Acceleration Audit – A bespoke consultation to equip you with a clear roadmap tailored to your goals. Together, we’ll ensure your venture is built to thrive in the digital economy.
