If you’re dreaming about hosting retreats but feel stuck on what kind of retreat to lead-trust me, you’re not alone.

Just last week, I wrapped up an incredible workshop in London where we spent time diving into this exact topic. I watched lightbulbs go off as people were figuring out their retreat niche during the workshop- the sweet spot where passion meets profit. And it was wild to see how quickly things started to click once they got in the room with other retreat leaders working through the same questions.

Now, before you jump into creating logos, booking venues, or pricing packages, you have to answer the most important question:

What’s your niche?

Because “I host retreats for everyone” is the fastest way to confuse (and lose) your audience. Clarity sells. And the clearer your niche, the easier it is to market, attract aligned guests, and create real transformation.

Let’s break it down.

Start With What You Love (But Don’t Stop There)

Yes, you should love your retreat topic. But passion alone doesn’t pay the bills.
Ask yourself:

• What topics or transformations light me up to teach?
• What results can I confidently deliver?
• Who do I love being around?

Maybe you’re a yoga teacher passionate about mindset work. Maybe you’re a corporate coach ready to take clients off Zoom and into nature. Or maybe you’re a creative soul who wants to help writers, photographers, or entrepreneurs disconnect and reconnect.

Start with passion-but test it with purpose.

Validate the Demand

Here’s where too many retreat leaders skip ahead and get stuck later.

You’ve got to confirm that people actually want what you’re offering. Try:

• Hosting a free or paid mini-workshop around your topic.
• Polling your audience on what they struggle with most.
• Asking past clients or followers what kind of experience would change their life.
• Researching keywords (like “stress reduction retreat” or “business mastermind retreat”) to see what’s trending.

Real feedback beats assumptions every time.

Define Who It’s For

Your niche isn’t just about what you teach-it’s who you teach it to.

Examples:

• Wellness niche: women over 40 navigating burnout.
• Corporate niche: leadership teams needing connection and communication.
• Creative niche: writers and artists craving inspiration.
• Spiritual niche: individuals seeking stillness and clarity.

When you know your audience deeply-their fears, desires, and dreams-your retreat practically markets itself.

Let Your Marketing Do the Talking

Once you define your niche, everything gets easier. Your messaging becomes clear. Your social content connects. Your website copy speaks directly to your people.

For example:

• A “wellness retreat for women over 40” will use soft tones, nurturing imagery, and words like reclaim, rest, and release.
• A “corporate leadership retreat” will use confident, results-driven language like strategic growth, team performance, and alignment.

Your niche doesn’t just shape your offer-it shapes your entire brand voice.  Keep in mind this is the start- you then need to work on what promise you are making to your niche (what the outcome will be).  More on that in a future article (or check out my friend Alison’s work). 

Evolve as You Grow

Your niche isn’t a forever decision-it’s your starting point.

When I began leading retreats over a decade ago, I focused on yoga and mindset. Then it evolved into manifestation, then retreat business strategy. It’s all connected-but each step brought me closer to my true lane.

So don’t overthink it. Choose. Test. Adjust. Clarity comes from doing.

Final Thought

Your retreat business niche is where your purpose, skills, and audience meet. Get that part right, and everything else flows.

And if you’re serious about dialing this in, get in the room. I’ll be diving deep into this again-live and hands-on-at the Retreat Industry Forum in Colorado this May.

It’s where we’ll refine your niche, your offer, and your strategy alongside industry leaders who’ve done it again and again.

Join the list at RetreatIndustryForum.com

Because sometimes, the clarity you need is waiting on the other side of a room full of people doing the work with you.