Throwback Thursday: The Retreat Pricing Mistake That's Costing You Thousands with Erin Haag

This week's Throwback Thursday episode tackles one of the biggest challenges facing retreat leaders today:

Pricing.

Because let's be honest...

Most retreat leaders aren't struggling because they don't know how to host a great retreat.

They're struggling because they're underpricing their expertise, their experiences, and the transformation they provide.

In this popular episode, Shannon Jamail sits down with retreat pricing expert Erin Haag to discuss the difference between attracting price shoppers and attracting value-driven buyers.

Together they explore why so many retreat leaders:

• charge too little
• work too hard
• take on too much risk
• and end up making far less profit than they should

You'll learn why pricing isn't just about covering costs—it's about creating a sustainable business that allows you to serve your guests at the highest level.

Shannon and Erin also discuss:

• Why low pricing often attracts the wrong buyers
• The difference between price-sensitive and value-focused guests
• Why premium retreats often perform better during economic uncertainty
• The hidden costs of underpricing
• How to communicate transformation rather than features
• Why retreat leaders need to stop charging based on fear

Whether you're hosting your first retreat or your fiftieth, this episode will challenge how you think about pricing and profitability.

Because transformational experiences deserve transformational pricing.

What You'll Learn in This Episode

• The difference between price shoppers and value shoppers
• Why underpricing hurts both you and your guests
• How to price retreats for profit and sustainability
• Why premium retreats can be more resilient during economic shifts
• The importance of communicating value over cost
• Common pricing mistakes retreat leaders make
• How pricing impacts the type of guests you attract

Key Takeaways

Price Determines Who You Attract

The guests attracted to a $2,000 retreat often have different buying motivations than those investing $7,000 or more.

Underpricing Creates Problems

Many retreat leaders think lower prices mean more bookings.

Often, the opposite is true.

Retreats Are Not Vacations

You're not selling a hotel room.

You're selling transformation, growth, support, community, and results.

Profitability Matters

A retreat that breaks even isn't necessarily successful.

Retreat businesses must be profitable to remain sustainable.

Value-Based Buyers Think Differently

When guests understand the value of the experience, price becomes only one part of the decision.

 

The Retreat Leaders Podcast Resources and Links:

• Join our Mastermind in Austin!
• Learn to Host Retreats
• Join our private Facebook Group
• Get your legal docs for retreats
• Join our LinkedIn Group
• Apply to be a guest on our show
• Grab the AI + SEO Mini Course
• Grab the Pitch to Profit Mini Course

 

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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TIMESTAMPS

Throwback Thursday Introduction (00:00:00) Shannon introduces this archived episode with Erin Haag and explains why the conversation around retreat pricing is still so relevant today.

Why Pricing Matters in the Retreat Industry (00:00:17) Shannon shares why pricing remains one of the biggest challenges retreat leaders face, especially when they are delivering transformational experiences but not making enough profit.

A Retreat Is Not Just a Vacation (00:01:09) Shannon reminds retreat leaders that retreats are experiences that create change, and believing in the value of the offer is essential.

Welcoming Erin Haag Back to the Show (00:01:55) Shannon welcomes Erin Haag back to the podcast and shares why they are aligned on the topic of retreat pricing, even though their pricing models are different.

The Problem With Underpricing Retreats (00:02:20) Shannon and Erin discuss why retreat leaders often get stuck in their heads around pricing and how undercharging can hurt both the host and the industry.

Retreats Are a Business (00:03:19) Erin explains that retreats must be profitable if they are being run as a business, not a nonprofit or hobby.

The Facebook Pricing Debate (00:04:10) Erin shares the story of a Facebook post where a retreat leader asked for advice after raising her retreat price to $6,000.

Higher Priced Retreats Are Easier to Sell (00:05:02) Erin explains why higher priced retreats can be easier to sell because they attract value-based buyers instead of price shoppers.

Tiffany’s Buyers vs. Claire’s Buyers (00:05:25) Erin uses the comparison of Tiffany’s and Claire’s shoppers to explain how price impacts the type of buyer a retreat attracts.

The Economy and High-Ticket Retreat Buyers (00:08:10) Shannon and Erin discuss why lower-ticket buyers may be more affected by the economy, while value-based buyers are still willing to invest in premium retreats.

Matching Price With Value (00:09:18) Shannon and Erin clarify that higher prices must be supported by higher value, luxury experiences, and a clear transformation.

Building Profit Into Retreat Pricing (00:10:31) Erin shares how she recommends retreat leaders build in a minimum profit goal and aim for healthy profit margins when pricing their retreats.

Don’t Shortchange Yourself or the Industry (00:11:23) Shannon encourages retreat leaders to stop underpricing and instead use their profit to support themselves, hire others, give back, or create scholarships.

Why Underpricing Hurts the Market (00:12:00) Erin explains how underpriced retreats condition buyers to expect unrealistic pricing and make it harder for professionals in the industry to earn sustainably.

Income Can Match Impact (00:12:49) Erin talks about why women in the retreat industry need to make money and how that money often gets reinvested into families and communities.

Selling the Transformation, Not the Thing (00:15:05) Shannon explains that retreat leaders are not just selling rooms, meals, or activities. They are selling the full experience and transformation.

Why Women Struggle More With Pricing (00:15:36) Shannon shares what she has noticed as a venue owner: men often charge more confidently for retreats, while women tend to struggle with pricing.

Money Mindset and Limiting Beliefs (00:16:19) Erin and Shannon discuss how women have often been conditioned to see money conversations as taboo, which can impact pricing confidence.

How to Shift From Low Pricing to Higher Value (00:17:43) Shannon asks Erin how retreat leaders who have been underpricing can begin to make the switch to more profitable pricing.

Start With the Math (00:17:57) Erin recommends looking at past retreat numbers, cancellations, profit, hours worked, and actual earnings to make pricing decisions from data instead of emotion.

Calculating Your True Hourly Rate (00:19:05) Erin explains how retreat leaders can calculate what they really earned for their time and why many would never accept that rate in another job.

Bake in the Value of Transformation (00:20:32) Erin explains that many retreat leaders forget to price in the transformation their retreat provides, not just the logistics of the trip.

Price Shoppers Nitpick Every Detail (00:21:05) Erin shares how price shoppers often compare retreats to what they could book on their own, missing the deeper value of the retreat experience.

Attracting Value-Based Retreat Guests (00:22:24) Erin explains that higher priced retreats help position the transformation and unique experience as part of the value.

How to Work With Erin (00:24:00) Shannon asks Erin how retreat leaders can connect with her and learn more about profitable retreat pricing.

Erin’s Free Retreat Pricing Resource (00:24:12) Erin shares her free guide with top tips for hosting profitable retreats and explains where listeners can find it.

Final Thoughts on Pricing and Profitability (00:25:05) Shannon closes the conversation by emphasizing the importance of guidance, self-belief, and profitable pricing in helping the retreat industry grow in a healthy way.