Let me say this upfront, because it needs to be said:

Your first retreat is the hardest one to sell.
Not because you’re bad at marketing.
Not because people don’t want retreats.
But because trust hasn’t been built yet.

Every successful retreat business you admire started right here-figuring out how to fill that first retreat without a massive audience, a huge ad budget, or a perfectly polished brand.

So let’s talk about what actually works when you’re starting from scratch.

First: Stop Treating Marketing and Selling Like the Same Thing

Marketing creates interest.
Selling creates commitment.

Most new retreat leaders post pretty pictures and hope people magically book. That’s marketing without selling-and it rarely works.

You need both.

Marketing warms people up.
Selling asks them to say yes.

Once you understand that distinction, everything gets easier.

How to Fill Your First Retreat (Without Losing Your Mind)

Your first retreat should not be designed for strangers on the internet.

It should be designed for:

• People who already know you
• People who already trust you
• People who already like your work

This includes:

• Past clients
• Students
• Email subscribers
• Friends-of-friends
• Referrals

Your job isn’t to convince the masses.
Your job is to invite the right few.

Start by personally reaching out. Yes-personally.
DMs. Emails. Conversations.

Not spammy. Not salesy.
Just honest:

“I’m hosting my first retreat and I’d love to invite you.”

Which Marketing Channels Work Best When You’re Starting?

Let’s simplify this, because overwhelm kills momentum.  But before we start- everything depends on who your ideal guest is and where they spend time at.  Knowing who your ideal guest is exactly will determine where you spend the most time. 

Instagram (Visibility + Trust)

Instagram works best for:

• Behind-the-scenes content
• Sharing your why
• Showing your face
• Talking about the problem your retreat solves

What it’s not great for on its own:

• Closing sales

Use it to start conversations, not finish them.

Email (Conversion + Commitment)

If you have an email list-even a small one-this is your most powerful tool.

Why?
Because email is intentional.
People open it on purpose.

Your emails should:

• Tell stories
• Share why this retreat exists
• Address fears and objections
• Clearly invite people to book

If Instagram is the appetizer, email is the main course.  Use social media to fill your email list!

Affiliates & Partnerships (Leverage)

Building with a partner or affiliate is massively underused in the retreat business.

Think:

• Coaches with aligned audiences
• Therapists
• Yoga teachers
• Corporate leaders
• Community builders

Offer them:

• A referral fee
• A complimentary spot
• Cross-promotion

Borrowing trust is faster than building it from scratch.

How Much Should You Spend on Marketing Your First Retreat?

Less than you think.  But you will spend a lot of time. 

Your first retreat does not need:

• Big ad campaigns
• Fancy funnels
• Expensive branding

What it needs:

• Clear messaging
• Direct outreach
• Consistent visibility

If you spend money, spend it on:

• Professional photos (if possible)
• A simple, clear landing page
• Maybe a small ad retargeting people who already know you

If you don’t already have demand, ads won’t magically create it.

The Sales Part Everyone Avoids (But Can’t Skip)

At some point, you have to ask.

You have to:

• Send the follow-up email
• Respond to the DM
• Answer questions
• Invite people to commit

Selling your retreat is not manipulation.
It’s leadership.  And it is REQUIRED. 

You’re offering an experience that could genuinely change someone’s life. If you don’t believe that, they won’t either.

What Most New Retreat Leaders Get Wrong

They:

• Wait too long to talk about the retreat
• Apologize for the price
• Hide behind “soft” language
• Avoid follow-up

They don’t talk about their retreat enough.  If you feel like you are being annoying with how much you talk about it, then you are just getting started. 

Clarity converts. Confidence converts.  Consistency converts.

Perfection does not.

Final Thought

Your first retreat doesn’t need to be perfect.
It needs to be clear, intentional, and led by someone willing to invite people in.

Every thriving retreat business started with one retreat that felt uncomfortable to sell-and did it anyway.

If you want support learning how to market and sell retreats the smart way, that’s exactly what we work on inside my Retreat Leader programs and at the Retreat Industry Forum.

Because retreats don’t sell themselves.
Leaders sell retreats.

This is where your retreat business stops being an idea and starts becoming real.

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Want to take the conversation deeper?

In this episode of the Retreat Leader Podcast, Shannon sits down with Dawni Baxter – founder of a boutique marketing agency and a multi-passionate entrepreneur leading the movement in ethical, human-first marketing. Dawni brings a refreshing perspective to an industry filled with noise, inflated promises, and confusing pricing structures.