Hi there, retreat leaders! It’s Shannon, your retreat-hosting, transformation-loving, big-dreaming cheerleader here to talk about something that can feel a little tricky for many of us: selling. Yep, that word. If the thought of selling your retreat makes you cringe a little, you’re not alone. But let me tell you, shifting your perspective about selling can completely change the game—and make it a lot more enjoyable (yes, really!).

The key is this: Stop looking at your retreat from your perspective and start seeing it through your customers’ eyes. Why? Because your retreat isn’t about you—it’s about them and the transformation you’re offering them. Let’s dive into how you can get into their mindset, understand their needs, and craft a message that resonates on a soul-deep level.

What’s the Problem You’re Solving?

When you think about selling your retreat, ask yourself one crucial question: What does my retreat solve or help with?
People sign up for retreats because they’re looking for something—relief, transformation, clarity, joy, connection. They’re not just looking for “three days of yoga and meditation” or “a cozy stay in a beachfront villa.” They’re seeking to change something about their lives.

For example:

• Is your retreat helping them manage burnout and find balance in their lives?
• Are you giving them tools to reignite their creativity?
• Will they leave with deeper clarity about their purpose or next big life move?

Get crystal clear about the problem you’re solving. That’s the hook. That’s what will resonate with your audience and make them think, “I need this in my life.”

Step Into Their Shoes

Once you’ve identified the problem, it’s time to dig deeper. Who is your ideal retreat guest? What are they struggling with? What keeps them up at night? What are they dreaming about?

Take some time to envision your ideal guest:

• What’s their daily life like?
• What stressors are they carrying?
• What would make them feel lighter, freer, more fulfilled?

Speak to those things. Use language that connects with their emotions and makes them feel seen. For instance, instead of saying, “We’ll have daily workshops and yoga classes,” say something like, “Take a break from the chaos of daily life and rediscover your peace and clarity through powerful workshops and gentle yoga sessions.”

The Transformation, Not the Itinerary

Here’s where many retreat leaders trip up—they focus on the itinerary instead of the transformation. Sure, you want to share the logistics of your retreat (like what’s included and what the day-to-day looks like), but don’t lead with those details.

Lead with the results your guests will experience.

• What will they walk away with?
• How will they feel after this retreat?
• What’s the lasting impact it will have on their lives?

Example time! Instead of writing:
“Join us for a three-day retreat in the mountains, with yoga, meditation, and healthy meals.”

Write something like this:
“Escape to the serene mountains for three days of rejuvenation and clarity. Reconnect with yourself, release the stress you’ve been carrying, and return home with a renewed sense of purpose and peace.”

See the difference? The second one paints a picture of the transformation your guest will experience, which is much more compelling than a list of activities.

What’s in It for Them?

Here’s a hard truth: People aren’t signing up for your retreat because of you—they’re signing up because of what you can do for them. Yes, your story and your authenticity are part of the connection, but ultimately, they want to know how you can help them.

When you craft your messaging, always focus on the value to your guests.

• Will they leave feeling recharged and reconnected?
• Will they gain tools to help them navigate life’s challenges?
• Will they experience a sense of community and belonging they’ve been craving?

Keep the spotlight on their journey, and you’ll naturally create content that resonates.

Selling Is Serving

Here’s where the magic happens: When you stop thinking about selling as “convincing people to buy something” and start seeing it as “serving people in a way that improves their lives,” everything changes. Selling becomes less about you and more about them.

When you approach your retreat with the perspective of, “How can I help? What do my guests need?” you naturally create an offer that feels authentic, impactful, and irresistible.

Need Help Shaping Your Offer?

Feeling a little stuck or overwhelmed? No worries—that’s exactly why I created my online courses for retreat leaders. In these courses, we go deep into how to craft a retreat offer that speaks to your ideal guest, solves their pain points, and highlights the transformation you’re providing.

From messaging and marketing to pricing and positioning, I’ve got you covered with step-by-step guidance and real-world tips that I’ve used to fill my own retreats over the past 12 + years.

Final Thoughts

Selling your retreat doesn’t have to feel salesy or awkward. When you focus on the transformation your retreat offers and step into your guests’ shoes, selling becomes a natural extension of the service you’re providing.

So, get clear on the problem you’re solving, speak to your guests’ needs, and always lead with the transformation. Because at the end of the day, your retreat has the power to change lives—and that’s worth every ounce of effort you put into it.

Here’s to creating retreats that transform, inspire, and truly serve. Shift your retreat marketing from focusing on features like yoga sessions or beachfront stays to the deeper transformation your guests will experience. Learn how to view your retreat through your customers’ eyes and position it as the solution to their desires and needs. You’ve got this! 

PS- go check out our IN PERSON Retreat Leader Mastermind in Austin!