Why It’s So Hard to Sell Gaelic Courses

Despite growing interest in Gaelic as a heritage language, turning that enthusiasm into a sustainable business is incredibly difficult.

If you’ve ever tried to sell a Scottish Gaelic course, digital product, or language service, you’ll know it’s no walk in the glen. Despite growing interest in Gaelic as a heritage language, turning that enthusiasm into a sustainable business is incredibly difficult.

So, why exactly is there so little demand for paid Gaelic courses? And why do so many Gaelic-based businesses struggle to survive?

Let’s explore the real reasons behind the challenge—and what can be done to turn things around.

1. A Tiny Target Market

With fewer than 60,000 Gaelic speakers, the audience is small from the start. Some of them are native Gaelic speakers and have no need or wish for further education. Only a portion of those speakers who have some Gaelic only, are actively engaged in formal learning or willing to invest money in continued study.

Yes, there has been an increase in uptake of free courses the past few years, showing over a million new learners in just a short period of time. So why, after all these years, does that still not have a knock-on effect on the uptake of paid Gaelic courses with colleges and independent entrepreneurs? We could all be working flat out by now and have more money to invest in the Gaelic language preservation and development, without the reliance on funding year on year. Free courses like Duolingo are the perfect sales funnel for those who are selling courses.

Maybe it is because among beginners, most treat Gaelic as a casual hobby, not something worth paying for regularly, to get it right. The new Gaelic is quickly becoming a diluted form of the old language, due to the lack of attention to detail. So, how do we bring it back to its traditional form and preserve it for future generations? By emphasizing the importance of getting the right tutoring, even if you have to pay for it.

2. Free Resources Dominate the Space

Platforms like Duolingo and Speak Gaelic offer high-quality content at no cost for many languages. These are fantastic for the language community, but they also create a public perception that Gaelic learning should be free. How can colleges and entrepreneurs compete with that?

Convincing someone to pay for a structured course becomes much harder when they’re used to getting content for nothing. They may not want feedback on their progress, they may not be too bothered with the detail and prefer studying at their own pace.

3. Lack of Economic Incentive

Let’s face it: learning Gaelic won’t land most people a new job. Unlike Spanish, French, or Mandarin, Gaelic isn’t seen as a global asset or a ticket to economic opportunity.

Unless you're pursuing a career in Gaelic education, local government, or media, the practical return on investment is limited—which makes it tough to justify spending money.

4. Tension Between Culture and Commerce

There’s often an uncomfortable gap between the non-profit, grant-funded world of Gaelic preservation and the entrepreneurial approach of selling courses or products.

While public funding supports many important Gaelic initiatives, it can unintentionally discourage the growth of independent, for-profit Gaelic businesses—making sustainability a real uphill battle.

5. Geographical Disconnect

Gaelic has deep roots in the Highlands and Islands, but most learners live elsewhere—Glasgow, Edinburgh, or abroad. This means:

• Limited immersion opportunities

• Less community support

• A sense of disconnect from “real” Gaelic life

  
  

This often affects learner motivation and the perceived value of advanced or paid offerings.

6. Limited Marketing Know-How

Many Gaelic course creators come from a language or education background rather than a business one. As a result, their offerings often lack strong branding, clear messaging, or strategic pricing. Without an effective online presence and marketing plan, even high-quality Gaelic courses may struggle to reach the people who need them most. In today’s digital landscape, being visible is just as important as being valuable—and this gap holds many small providers back.

7. Emotional vs. Practical Motivation

People are usually drawn to Gaelic by:

• Family heritage

• Romantic ideas of the Highlands

• A love of Scottish culture
  

This is a beautiful motivation—but it’s also an inconsistent one. Emotionally-driven buyers don’t always become repeat customers unless the experience is deeply transformative or community-based.

So… What Can Be Done?

There is a way forward. Here’s how Gaelic entrepreneurs can rethink their strategy:

Bundle Gaelic with transformation

Position Gaelic as part of a bigger journey—confidence-building, cultural reconnection, storytelling, or communication mastery.

Target niche identities

Diaspora Scots, spiritual seekers, language lovers, and parents raising children in Gaelic—these are communities with deeper motivation to invest.

Use storytelling as a brand

Don't just sell grammar. Sell the why: identity, legacy, connection, and cultural pride.

Create tiered offers

Start with free and low-cost content, then guide learners toward premium products like immersive retreats, one-to-one coaching, or downloadable learning packs.

Final Thought

Selling Gaelic is hard—but not impossible. You may have to work long hours, 7-days per week for a few years to get your business off the ground, but if you have the stamina, can keep negative influences at bay, you could make it into a sustainable, profitable, non-funded enterprise.

With strategic thinking, creativity, and a clear sense of purpose, Gaelic entrepreneurs can not only survive, but thrive. It’s time to shift from just preserving the language to building a living, breathing Gaelic economy—one that honors the past and builds for the future. So, support those Gaelic entrepreneurs and Gaelic colleges who put their heart and lives into Gaelic! Sign up for a course today!