Coaching in different forms is prevalent in many European organisations. However, individuals typically receive coaching in the traditional dyadic form. Groups are generally formed only for training. In this article, it is argued that coaching executives in groups to leverage collective experience in an experiential encounter and provide ongoing support, is an efficient and potent way for executives to transform. Drawing on elements of psychoanalytic theory and group dynamics, the article presents a model which practitioners at educational establishments and in organisations can deploy with sustainable results.