EP 237 True North Leadership: Building Profitable Men’s Retreats with Brent McCann

In this episode of The Retreat Leaders Podcast, Shannon sits down with Brent McCann, founder of the True North Retreat, to talk about the rising tide of men’s retreats—and what it takes to make them successful and sustainable. Brent shares how he transitioned from corporate HR into the retreat space, the lessons learned from his first Sedona retreat (including the power of trusting the process), and how he’s now crafting a profitable, aligned retreat business.

They dive into:

• Why men book differently than women—and how to speak directly to them
• Pricing strategies that work (and how Brent raised his profit margin from 1% to 30%)
• How to design high-impact experiences that create transformation and build community
• What it looks like to scale retreats with intention, alignment, and purpose

Brent's upcoming True North Men's Retreat in Austin (Oct 23–26) is designed for men at a crossroads—ready to step out of the noise, zip-line into clarity, and walk away reconnected to purpose. 

 

Connect with Brent: https://truenorthretreat2025.com/

 

The Retreat Leaders Podcast Resources and Links:

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• Join our private Facebook Group
• Top 5 Marketing Tools Free Guide
• Free Top 11 Tips for Building an Email List 
• Get your legal docs for retreats 
• Join our private Facebook Group
• Join our LinkedIn Group
• Join me in London

 

Thanks for tuning into the Retreat Leaders Podcast. Remember to subscribe for more insightful episodes, and visit our website for additional resources. Let’s create a vibrant retreat community together!

 

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Transcribed With Podsqueeze

Shannon  00:00:00  Welcome to the Retreat Leaders podcast, your sanctuary with retreat experts. Where we spill the tea on retreat success. Here we dive into crafting transformational guest experiences. Talk about how to avoid pitfalls and unlock marketing secrets. Whether you're a seasoned guru or a budding enthusiast, we've got the inside scoop for you. Join us as we learn how to flourish in this magical world of retreats. Hey guys! Welcome to or welcome back to the Retreat Leaders Podcast at Shannon. I am super stoked about my guest today. Before we started recording, I told our guest that I don't have enough of them on my show or enough of them. You know that I see in the retreat space. So welcome Brent to the show. I'm so excited you're here.

Brent 00:00:44  Thank you. Shannon, it's my pleasure to be here. I appreciate the time.

Shannon  00:00:48  Yes. So Brent is a retreat host. And what I meant by there's not enough of them, or at least I don't see enough of them. And so maybe it's just not on my radar as much as it should be, is that there's not enough men hosting men retreats, in my opinion, and Brent hosts men retreats that look absolutely fantastic.

Shannon  00:01:06  But I don't want to take away too much of your thunder, Brent. So why don't you just tell us all about who you are, what you do, and what brought you to where you are now?

Brent 00:01:13  Absolutely. Thank you. So, I'm a previous corporate, employee. I was a, you know, a mid senior level HR leader for about ten years working in corporate America. Before that, I was in the car wash industry working as an operations leader. So for for like 15, 20 years, I was working for the man. And I got to the point where, last year, well, about two years ago, I went to an event out in Austin and I was really moved by it. And in that moment, sitting with 100 people, I looked to my friend and I said to him, I said, listen, man, I'm going to do this someday. I want to do this kind of thing. And I didn't know how it was going to happen. I didn't know what to expect.

Brent 00:01:53  But, what ended up working out was that, you know, last year, you know, I made a pretty good deal on a real estate thing that I was doing on the side. And about Q3, Q4 of last year, I had this epiphany that like, if I wanted to, I could probably take a year, year and a half off and see if I could grow this, this retreat business into something.

Shannon  00:02:15  And yes.

Brent 00:02:16  Yeah. So it was really, it was exciting and nerve wracking at the same time. Right? You know, it's like, I have no idea what I don't know. yep. But I trust. Right? You know, I trusted and, I actually did a, I went to this breathwork, certification thing, and I came back from that in December of last year, and I was all of a sudden I was in a meditation after doing a breathwork. And it was like I felt like, you know, the universe just zapped into my head and was like, you should do a men's retreat.

Brent 00:02:47  And I'm like, okay.

Speaker 3 00:02:51  I didn't think about that. But, you know, I was like, all right. Like, let's, let's look at this.

Brent 00:02:55  And, and but I didn't know where, you know, like I had coordinated things in corporate HR. Before, you know, corporate retreat type things, but not in this space. And I felt this, this urge to go to Sedona. And I had never been to Sedona before. I knew nothing about it. Literally had no idea where it even was. But I was like, okay, that's cool. Like, let's go. and, you know, six months later, you know, I had my first retreat. So, you know, it's been a journey. You know, it's, it's a it's a gift. It's really what it comes down to. So, you know, I don't wanna get too long winded on it, but I.

Shannon  00:03:28  Know that this is great. Okay, so there's so many things that happened just in this first snippet.

Shannon  00:03:34  the first thing is, is, like, you definitely received your download because for you to have a download that says, go to Sedona and you've never even been there or didn't even know where it is. that's definitely a download. It's not usually what I would recommend unless it's a download. Right. Because, you know, we we typically want to host at least our first retreat. and I'm even a fan of saying all retreats in places we've been to at least one time. However, there are definitely situations like this where something is speaking to you and you've just got to follow it. And I love this so much. Let's talk about the fact. Steve, here's the thing, guys. What we're going to talk about today is Brent's recap of his first retreat, and then now how he's going to learn from that retreat and go forward. Because I think a lot of people, Brent, they think my first retreat, I'm going to make $1 million and it's going to be knocked out of the park.

Shannon  00:04:26  And I also think there are a lot of people out there making it sound like you can do that, like you can just all of a sudden be an instant success. But the truth is that there's no such thing in any industry. I don't care what it is. If corporate, small business, large business, it doesn't matter what it is. You're typically not an instant success unless you consider the learning, the success, which I do. Right? Because that's what those first few retreats are. At least the first 1 to 3 are learning experiences and their investments for future ones. So I would love, Brent, for you to tell us what happened on your first retreat and what was the biggest downloads and learnings you got from it?

Brent 00:05:04  Yeah, yeah. Absolutely, absolutely. I mean, the the goal here was just to break even. You know, I, I, you know, I remember listening to episodes that you had shared and even in your book where it says like don't go too far away.

Brent 00:05:16  And I'm like, oh my God. Like I live in Western New York. I'm going to this, this place I've never even been to. Right. So, you know, like, I booked a flight and I got out there two weeks later and I scoped it out, and and things just really aligned very well. but really, you know, what I learned from this was in the retreats, probably. And as with anything new, who you're coming up against is not the people that I was advertising to or, you know, my family. I was coming up against myself. You know.

Shannon  00:05:47  This? Yes.

Brent 00:05:49  Vulnerable space to be in, financially vulnerable, energetically vulnerable. And, you know, and to know that, like, not everybody catches the, you know, picks up what you're throwing down there. Right? Like, people are like, what the hell are you talking about? You're doing this, you know? So, yeah, I really I invested in a program. that was okay.

Brent 00:06:11  Like, I spent a lot of money on it, but it was. It had a pretty good return for me, at least, to get me familiar, because I didn't have, like, an Instagram following. I didn't have a LinkedIn following. I, I'm not on Facebook that often. So how do you do this? Right? and that was part of facing off with myself is like overcoming this limit, these limiting beliefs that I need those things in order for that to happen. And, I'll be honest with you, I was going to I was going to throw it out, like I that got to be I had one person sign up. It was the end of March. the, the, the agreements that I signed were coming into the point were like, okay, you're you're within 90 days, you're within 45 days. You need to, you know, make sure you get a deposit. You're on the hook for this. And, I just didn't see it happening and I just totally I gave up, and I was going to take the website down.

Brent 00:07:03  And I remember thinking, you know, I've got it. I'm going to take the website down, on like Thursday or no, it was like a week before. And then all a sudden I'm like, I'll just wait. I'll wait a little bit. I'm going to have this meeting with a friend and then we'll see what happens. Well, before this meeting with my friend, I'm making breakfast one morning and I get this text alert and I'm like, what the hell is this from? And I look, and somebody had actually registered for the event like a straight cold registration. And all of a sudden I had this moment and it's like, wait a minute, maybe that vision from a couple months ago is true. Maybe this like, maybe there is something out there that's matching what people need or what men need, and maybe I should try a different route. And so it brought up this sense of inspiration. and then I signed up, 4 or 5 other people within two weeks.

Shannon  00:07:49  Like it just.

Shannon  00:07:50  Wow.

Brent 00:07:51  Yeah. Yeah, it was really powerful. so, you know, from that lens, like, I learned, like, if I try to force it, it's going to be way more difficult than if I just, you know, take the right action and allow it to kind of manifest or create itself and create the outcomes. Yes. And then also, you know, even just from the the overall experience, like I had a whole budget thing written out, I, I'm a numbers guy. So I was looking at a lot of that, and, and trusting the process that, you know, like I, I knew my numbers well enough so I could speak to things confidently. I knew it was going to be within like $500 plus or minus, so I was okay with that. and then and then really the, the self-efficacy of realizing, right, like in the midst of the retreat, realizing I'm doing it like, wow, this is really happening, right? Seeing other people's lives start to change in a matter of four days.

Brent 00:08:44  And then afterwards, that feeling of, you know what? I can do this. And now after the response that I got from them, I'm like, I think I should do this more. And so that's what led me to to building into this second retreat now.

Shannon  00:08:58  Okay, Brent. First of all, congratulations. You've done your first retreat and in my opinion, it was a huge success. Also, I want to harp on a little bit or not harp on. That's not the right word, but I want to just celebrate. I guess, again, this mindset shift that you had, because that's really what sounds like happened when you got that second, that second booking. I'm a big fan, I tell. I like to tell people who are who are new in the business that if you got one booking and it's an aligned booking, right, it's you got one aligned booking, then there's others out there. You're just either not speaking the right language, taking the right action, etc. and so forth.

Shannon  00:09:37  I also like to say, now if you've got none, then we need to revisit what what your words are and who you're talking to and all the other stuff. But if you get one, at least aligned one. The other thing is you said something really powerful. My opinion is you can manifest and attract and allow all you want, but if it doesn't have action assigned with it, then it's just daydreaming to me. And daydreaming is fine, but it won't equate to what you just said happened in your mindset shift. So another congratulations, because that's really cool. So yay. First retreat. Nailed it. Nailed the mindset shift. Now coming out of that, and also, I am so glad that you got to see some of the transformation for other people through the space that you're holding, because that's what you're going to hold on to, Brent, as you continue to grow your business, because now you're going to based upon our conversation before we start recording, you're going to build this into a profitable machine.

Shannon  00:10:37  And in order to do that, you're going to run into more obstacles. The mindset is going to get a little Willy Wonka. And we'll talk about that and and your plans. But but you're just you will naturally. That's what happens when we are on the precipice of growing big. But you're going to hold on to that whole like, I saw what this does. I know the value of what this is like. I'm just I'm a big believer that we can have impact and income. They don't have to be exclusive. And so anyway, so share with me now like what are we doing to make sure that it's profitable. What are some changes or what are some things that you're doing.

Brent 00:11:15  100%. You know, like I there were things that we did in like Sedona, an inexpensive place to be. Like, I didn't know that. I know that now, you know, and there's there's times a year to be there and times of year that you don't want to be there. And, you know, so what I really took away from this, like I kind of did like what I call like an after action report.

Brent 00:11:33  Right. So when I was in the military, after every mission, you look back and you say, okay, what was it that we did? What did we do? Well, what could we do differently? Right. So after doing this, what I really looked at was like some things were they didn't really have the impact, you know, like. so for example like we went on like this Jeep tour, like it was nice, it was fun. But like the guys weren't raving about it, it was just more of like nice to have now the zipline tour. Everybody loved it. Even those that were afraid of it and overcame themselves there. They loved it. So, you know, when I look at that, you know, I think about like, okay, because part of my modus operandi is every day we're going to do something off site. So like we go to hotels, I like to stay in nicer places. so we're going to stay at, like, a nice hotel.

Brent 00:12:17  We're going to go out, we're going to do something off site. We're going to come back during the day. We're going to train, you know, have teachings, all that kind of thing. And then we're going to go out for nice dinners at the same time. And what I realized was like, as I, as I build into Austin, like, I don't need to, like we're going to do ziplines. Like for sure. Right. Like that's going to be awesome. But like I looked at like, oh, maybe we could do horseback riding and we could do this and we could do that. And I'm like, but does it need to happen? Right? So like when I look at it and I realize something's going to cost $2,000, but is it really going to align with what I'm teaching? Is it going to make an impact and help drive home what we're learning? Right? Or is it, you know, kind of like how, you know, you talk about like, yeah, people want to know like the activities, but they're looking for the feeling.

Brent 00:13:02  They're looking for the transformation more than anything else. Right? So now as I look at it, what I'm looking for now is, is what what what are the critical few that are going to really land, right. And you know, for me ziplines that that's something that lands because even if you love them, you're still going to get a rush of adrenaline. There's still going to be some type of emotional response in our body. and you know just I like to have something a little bit. That's, that's specific to the area too. Right. So like when we go out to dinner we're not going to like KFC. We're not going to McDonald's. We're going to go to nice places that are in the area. and, and you know, one I want I want the guys to feel good. Right. So yeah, as I look at that now and then I look at how I'm pricing it, like I knew I was underpriced. I didn't know how much until I was actually on the retreat.

Brent 00:13:52  And I remember, like, we rented like this big SUV and we're driving to this, I don't even know what we were doing, but I remember driving with all the guys in the truck, and and I'm like, this is like a $5,000 retreat. Like, they're like, I would pay. Not because I'm biased, but like, I would pay $5,000 for this. And I was charging, like 335. Yeah. So yeah, as I look at this now, now I've created, you know, the packages that range between 3500 to 5000. and then I'm adding the value. Right. Like, it's it's all dependent on what value you want out of it. And then also with what I've reduced from, from an expense standpoint. Now that margin went from really, like, maybe 1% to now I'm targeting more like 20 to 30% margin. And that.

Shannon  00:14:38  Gives me, yeah.

Brent 00:14:39  Bigger wiggle room and confidence to step into it because I know what it's worth.

Shannon  00:14:44  Hey, retreat leaders, pause that retreat planning for just a second because I've got something you do not want to miss.

Shannon  00:14:49  I'm headed to London this October to host a live event that's all about teaching you how to host a retreat that's not just transformational, but actually profitable. Imagine sipping tea or champagne with other like minded leaders while mapping out your next sold out retreat. It's happening at the gorgeous Waldorf Hilton in London. I'm spilling all the secrets from pricing to planning, marketing to mindset, and you'll walk away with a strategy you can actually use. No fluff, no BS, just results. So head to Retreat Mastermind training and come join me across the pond. Yes, yes, I noticed this. So Brent and I were talking before we started recording about. it's just my philosophy. Not all hosts are like this, but I'm not a discount person. I'm just. I absolutely am anti discount. And I love though, Brent. How you. I mean, I really loved how you built the value into each offering. So it's kind of like okay here's your first soft touch point you which includes this. And it's you know, 3500 or whatever it was.

Shannon  00:15:54  This touch point includes these extra things, and it's 45, you know what I mean? Like, I just I absolutely love that I think that you are positioning yourself in such a way that it is going to be beautifully aligned for the guest to get what they want out of it, and then you to feel energetically aligned in a financial way for what you're offering. Right? Yeah, yes. Because the ones that are paying more, they're getting more from you. and so it's it's a really beautiful exchange. So it sounds like you're totally aligned. Tell me the difference about planning for Sedona, which, by the way, I'm really glad to hear that you at least went and visited the spot before you hosted there.

Brent 00:16:33  So yeah.

Shannon  00:16:33  Yeah, that really helps. And anybody who's listening, if you're planning a retreat and you've never been there, you've I'm telling you, you've got to make a site visit. It just makes all the difference in the world. and it just really does. But tell me the difference is in planning.

Shannon  00:16:47  Now, your second retreat with a different location. like, what are some things that have come up for you in this process?

Brent 00:16:54  Yeah, absolutely. I mean, what's nice now is I kind of know the recipe, right? Like, I kept everything the same. Like I'm looking like on my monitor to my right. Has everything written out different? Tabs on the worksheet. I know exactly what I'm looking at. And I've built this. I mean, you don't get to where. Not that I was, like, super high up, but like, you don't achieve success in air in corporate unless you know how to be a business partner, which means working with operations leaders, figuring out how to, you know, make money with the people. You have those kind of things. So when I looked at this and I'm like, okay, well, then I know what I need. I mean, I've done this with entrepreneurs, I've done this with fortune 500 companies. I need to do this for myself and in some ways kind of put myself in check, too, like if I'm dreaming, like I had a conversation with someone and they're like, oh, we're going to do this, and then we're going to have affiliate marketing and this and that.

Brent 00:17:43  And I'm like, hang on a second. Like, let's get let's get up on our two feet first before we start thinking about this. You know, I love the energy, but let's just, you know, little reality check. so, you know, when I look at this now, I've got this the recipe. At the same time, I've been to Austin like 3 or 4 times in the last year, year and a half. So like, I'm familiar with where I want to go, I know that I don't want to take everybody out on sixth Street. If I want them to stay sober and have a really good, you know, experience besides having like a party until way late and feeling hungover. Right? So, yes, you know, so I know the spots where I want to go, you know, I know I knew the type of hotel we wanted to stay at. And so this time, it's a lot easier because I've been there, you know, and now and as I build into next year, I'm going to have several other retreats.

Brent 00:18:31  And in some of these areas I've not been. So I look at it as it's an investment now I need to get out there. I need to to move and shake. I need to talk to people. You know, I've got three trips this summer to go to different places because I so firmly believe that that there's an energetic calling for this type of work, that it's just a matter of like where and when and how. So that how has become a lot easier now that I've gone through the one.

Shannon  00:18:58  How, yes, yes to all of that. Well, We'll tell our listeners. Who is your ideal guest? And then tell us about your upcoming retreat.

Brent 00:19:06  Absolutely. Thank you. So the ideal guest is obviously a man. it could be anywhere. you know, typically what I've seen, you know, in this last retreat was anywhere from their, their early 40s to their mid 60s, you know. for me, it doesn't really matter if the the key of what I look for is, are you at a crossroads in your life? Do you know that you want something different? Do you know what that is? And maybe it's just that you're not sure of how to get there.

Brent 00:19:32  And if that's the case, then you're my ideal client. Because what I look at is, you know, I have a balance. I, I don't get super woo woo because especially as men, we don't typically want to get into that woo woo space. And you know, and I should also add that my ideal client is somebody who really hasn't been in this space before, that they haven't been to a retreat before. If they have been, maybe it's in a corporate background. So now what I'm doing is I'm giving them some of the neuroscience behind And change some of the things that have been found over the last ten, 15 years as it relates to meditation and breathwork, and then also tying that into a little bit of the woo woo just to get, you know, dab their dab their toes in it a little bit, but not shock the nervous system to.

Shannon  00:20:15  Love.

Brent 00:20:16  It. I don't want them walking out going like I'm never doing this again. You know I want.

Shannon 00:20:20  I love it.

Brent 00:20:21  You'll walk around, you know, walk out saying like, you know what? It was the the best balance of of opportunity. I learned some things. I tried some new things. And as a result, this is what's happened for me.

Shannon  00:20:31  I love it. Awesome. So when is your next retreat? We know it's in Austin. When is that happening?

Brent 00:20:37  Yeah, it's October 23rd through 26th of this year. and yeah, we're going to kick off. We're going to stay at this beautiful hotel just in the hill country, about 20 minutes south of Austin. and then we're going to kick off, like I said, ziplining all the fun stuff there. But more importantly than anything, we're going to have a strong sense of community. We're going to have anywhere from 8 to 12 guys that are going to get together, you know, from all over the country and they're here to. To better themselves. They're here to get through whatever's been blocking them. And that, to me is the most important part, is that transformation truly happens when you get people that are looking for it and are hungry enough to to sit at the table and see what happens.

Brent 00:21:18  So I'm very excited for it. I think it's going to be incredible.

Shannon  00:21:21  Well, hell yes Brent, all of that information will be linked in the show notes, so please check it out and share it with someone who you think might really benefit from this, because I can tell from the website, from your history, and from your energy that this is going to be an incredible retreat. So thank you so much, Brent, for sharing your history, your lessons, and your upcoming offerings. It is so appreciated.

Brent 00:21:43  Thank you Shan, I really appreciate the opportunity.

Shannon  00:21:45  Thanks for listening to The Retreat Leader's podcast. Learn more at The Retreat. See you next time.