Hey hey, future retreat leader – Shannon Jamail here-and if you’re wondering how to start a retreat business that actually makes money, makes a difference, and doesn’t make you want to cry into your tea every other week… let’s talk!

Starting a retreat business is one of the most fulfilling things I’ve ever done-but it also required me to shift from “wouldn’t it be fun?” vibes to “let’s treat this like a real business” energy.

Because that’s the first truth I want you to hear:

A retreat isn’t just a vibe-it’s a business. And if you want it to succeed, you have to build it like one. 

Let’s dive into what it really takes to start a retreat business-from someone who’s hosted hundreds of them, owns a 46-acre retreat center, and teaches other retreat leaders how to turn this into their dream career (without the burnout).

Get Clear on Your “Why” and Your Niche

Before you go booking villas in Bali or yurts in Utah, get crystal clear on your “why.”

• Why do you want to host retreats?
• Who do you want to help?
• What problem are you solving for them?

I can tell you from experience: the more niche, the better. My early retreats were all over the place (fitness! healing! hiking! yoga!)-but when I narrowed in on stress reduction for overwhelmed women? Boom. Clarity. Bookings. Profit.

Your niche is your magnet. It helps people know your retreat is for them-and not just another pretty experience on the internet.

Create a Transformational Offer (Not Just a Vacation)

You’re not a travel agent-you’re an entrepreneurial leader.

This means your retreat needs to offer more than meals, mats, and massage time. It needs to offer a transformation or as my friend Alison K says, “a retreat promise”.

Ask yourself:

• What will they walk away with?
• How will their life or mindset change?
• What experience are you really selling?

Whether it’s a reset, a breakthrough, or a new business strategy-lead with that promise.

Price for Profit (Not Just to “Cover Costs”)

This is where so many new retreat leaders mess up. They calculate just the expenses, add a few hundred bucks, and hope for the best.

Nope. Not here.

You need to price for:

• Business profit
• All hard and soft costs (venue, food, taxes, travel, software subscriptions and so much more)
• Your payroll 
• Taxes
• Growth
• AND YOUR TIME (yes, that too!)

Start by working backwards from your income goal. If you want to make $10K, and you’re hosting 10 people, that’s $1,000 profit per person-on top of your costs.

You can’t build a retreat business off burnout pricing.  My friend Erin B. Haag is the master of pricing for profit. 

Build a Real Marketing & Sales Strategy

Marketing is what gets you seen. Selling is what gets you booked.

You need both.

Marketing = Emails, SEO, social posts, landing pages, podcast interviews, etc.
Sales = Following up with every person who clicks, comments, or DMs. Personalized messages. Direct invitations. Relationship-building.

You can’t just post once and hope people show up. I always say:

You don’t need a massive audience. You need a massive strategy.

Build Community + Momentum

One retreat is a side gig.
Multiple retreats + returning clients = a retreat business.

Start building your email list now. Create a Facebook group. Host a free workshop or webinar. Do a visibility challenge. Show up.

Your people are out there-and they are craving what you have to offer!

Final Thoughts: Done is Better Than Perfect

Perfectionism will kill your retreat business before it even starts.

You’re going to make mistakes. You’re going to learn things the hard way. (I sure did.)

But here’s the truth: you don’t have to do it alone.

If you want real strategies, templates, support, and community-that’s exactly what I teach inside my Retreat Leader Membership.

You can keep Googling, or you can get in the room with people who’ve already done it.

Because your retreat business? It’s not a pipe dream. It’s a plan waiting to be built.