Many counselors dream about leaving agency work or solo private practice behind for something bigger: a counseling center that not only helps clients but also creates jobs, offers specialized services, and reflects their values. But moving from counselor to group practice owner is not simply a bigger version of private practice. It requires a shift in mindset, new business skills, and a clear vision for what you want to build.
This blog will walk you through what my research revealed about this transition and the lessons other practice owners wished they had known before they started.
Why Counselors Choose to Expand
In my study of female group practice owners, the decision to launch a group practice often came from a mix of personal and professional goals:
- Demand for Services – Many were turning away clients because their solo schedules were full.
- Desire for Impact – They wanted to serve more people, offer diverse specialties, or expand into underserved areas.
- Leadership Aspirations – Some counselors felt drawn to mentoring newer clinicians or shaping the culture of a workplace in ways agency settings never allowed.
- Financial Growth – Others were ready to build income streams beyond their own billable hours.
The leap wasn’t just about earning more, it was about building something sustainable that could outlast the founder’s own clinical work.
Shifting Your Mindset: From Clinician to Business Owner
One of the most striking findings in my research was how unprepared many counselors felt for the business side of ownership. Their training focused on clinical care, ethics, and theory not hiring staff, negotiating leases, or reading financial reports.
This gap required a mindset shift:
- From Direct Service to Leadership: Your role becomes less about providing therapy and more about leading people and systems.
- From Short-Term Needs to Long-Term Vision: Decisions about hiring, billing, and marketing require thinking years ahead, not just about this week’s client schedule.
- From Helper to CEO: It can feel uncomfortable to talk about revenue, policies, and productivity, but these conversations are essential to running a healthy business that supports both clients and staff.
Practical Steps Before You Start
1. Assess Your Readiness
Ask yourself:
- Do I want to manage people, not just clients?
- Am I willing to learn the basics of finance, HR, and marketing?
- Do I have the time and energy to lead while still maintaining personal well-being?
2. Build a Support Network
Most owners in my study relied on mentors, consultants, or peer groups to learn what they didn’t know. Some joined business masterminds for therapists; others hired bookkeepers, lawyers, or HR consultants early to avoid costly mistakes.
3. Create a Vision and Business Plan
A business plan doesn’t have to be fancy, but it should clarify:
- Your mission and values
- The services you’ll offer
- Your staffing model (employees vs. contractors)
- Financial projections and startup costs
- Marketing and referral strategies
4. Start Small, Then Scale
Many owners began with one or two clinicians in a single location before expanding. Starting small allows you to test systems, refine hiring practices, and build a positive culture before managing a large team.
What Owners Wish They Knew
Participants in my study shared a few things they wish someone had told them:
- “Get business training early.” Many learned financial and administrative skills the hard way.
- “Hire for values, not just skills.” A strong culture matters as much as clinical expertise.
- “Expect to grow as a person.” Ownership challenges will stretch your leadership, boundaries, and confidence.
Takeaway: You Don’t Have to Figure It Out Alone
Becoming a group practice owner doesn’t happen overnight. It’s a journey filled with learning curves and leadership growth, but it can also be deeply rewarding.
If you’re considering this path, start by clarifying your vision, seeking mentors, and learning the basics of business ownership. The next blogs in this series will help you with practical tips for financial planning, hiring, work-life balance, and thriving as a leader.
If you found this post helpful, you may also enjoy: Brave Play Blogs!
Ready to take your counseling practice to the next level? Brave Play offers consulting, CE trainings, and supervision tailored for group practice owners. Click here to learn more!
References
Garrett, A. (2022). The Lived Experiences of Group Practice Ownership by Female Licensed Professional Counselors (Doctoral dissertation, Walden University). Walden Dissertations and Doctoral Studies, 12983.