I want to focus on something that I find particularly frustrating.

I believe that most retreat leaders realize that hosting a retreat takes a massive amount of time, energy, emotional labor, leadership, and logistics.

And yet…

When it’s time to decide on the pricing, something inside them short-circuits.

They freeze.
They debate with themselves.
They start doing mental gymnastics.
They worry what people will think.
They slash the pricing “just in case.”
They quietly hope they can “make it up in volume.” (Spoiler alert: you usually can’t.)

So what’s going on here, and why does this happen?

First and foremost, pricing isn’t just math.

Pricing is identity. Pricing is leadership. Pricing is boundaries. And yes… pricing is spiritual.

And that’s exactly why pricing brings up everything you haven’t healed yet.

Underpricing is often a symptom of something deeper:

• fear of being judged
• fear of rejection
• people-pleasing patterns
• discomfort with receiving
• old beliefs about m0ney and spirituality
• the need to be “liked” more than the desire to lead

So let’s pull it into the light.

Your Business is Part of Your Personal and Spiritual Growth

If you’re building a retreat business, congrats – you’ve signed up for a personal development program you didn’t realize came with the package. 😅

Your business will lovingly (and sometimes ruthlessly) highlight:

• where you don’t trust yourself
• where you shy away from discomfort
• where you shrink to stay safe
• where you choose approval over integrity
• where you’re still trying to figure out your worth
• And pricing is one of the loudest mirrors.

Because the moment you raise your pricing, your ego-mind will often yell things like:

“Who do you think you are?”
“People will be mad.”
“What if nobody buys?”
“What if they judge me as greedy?”
“What if I disappoint them?”

Here’s the truth:
If you’re called to lead retreats, you’re called to lead yourself first.
Pricing becomes a moment of leadership – because it asks you to stop outsourcing your worth to other people’s reactions.

Let that land.

You don’t do pricing based on what feels “safe.”
Your pricing is based on what’s true. In other words, your actual expenses.

Selling is Service (and hiding helps no one)

I’m going to say this with love, because I know your heart.

Many retreat leaders don’t actually have a pricing problem.
They have a visibility problem.

Underpricing often becomes a sneaky way to shy away from selling.

Because if it’s relatively low, then you don’t have to:

• confidently talk about the value
• hold your ground when someone questions it
• invite people directly
• risk being seen and judged

But let’s flip the script: If you genuinely believe your retreat helps people – helps them heal, grow, connect, step into their power, find clarity, change their life – then sharing it isn’t pushy.

It’s service.

Selling is not something you do TO people.
It’s something you do FOR them.

And if you’re not talking about your retreat, not inviting people, not standing in its value…

The people who need what you’re offering will stay stuck in the same loop. Not because they’re not ready – but because they didn’t receive the invitation.

Here’s the loving truth:

Hiding is not humility. It’s fear generated from the ego mind.
And fear is a terrible business partner.

Underpricing Hurts the Entire Industry

Okay. Deep breath. This part matters.

A retreat is not a hobby.
It’s not a cute side project.
It’s not a “I’m gonna fly by the seat of my pants” situation.

It’s a real business offering an important experience – with real responsibility.

When retreat leaders underprice, it doesn’t just affect them.

It affects:

• other retreat leaders who are pricing ethically and sustainably
• venues and partners who rely on fair pricing
• participants who begin to expect transformation for discounted pricing
• the perception of the retreat industry as a whole

Underpricing creates a race to the bottom.

And here’s what I want you to understand:
When you undercharge, you’re not being generous.
You’re unintentionally training the market to undervalue this work!!

PLUS: You’re also making it harder for experienced leaders to stay in business, innovate, and raise the standard for what retreats can be.

So if you care about this industry…
If you care about ethical leadership…
Then pricing properly is part of that integrity. Understood?

Underpricing Doesn’t Protect Your Participants – it Hurts Them

This is the piece most people miss.
Underpricing doesn’t just mess with your profitability.
It messes with your container.

Because when you undercharge, one of two things happens:

A) You cut corners (even if you swear you will not), for example, you might reduce:

• support and staffing
• quality of experience
• safety buffers
• planning time
• integration or follow-up

Maybe not consciously. But it happens.

B) You over give and burn out which is SO common with heart-based leaders.

• You do everything yourself.
• You overdeliver.
• You stay up late.
• You hold everyone emotionally.
• You absorb the stress.
• You try to be “worth it.”

And then… you resent the experience you were called to lead.

That’s not good for your personal growth.
And it’s not good for your participants either.

Because here’s the truth: A well-priced retreat protects the container. It creates space for support, calm leadership, unexpected expenses, and a truly elevated experience.

It also allows you to show up grounded – not frustrated and resentful.
And grounded leadership? That’s part of what people are really paying for.

Higher Pricing Often Serves People Better

I know this can feel counterintuitive, so let me say this plainly – higher pricing can create:

• stronger commitment
• deeper follow-through
• better group energy
• more respect for the experience

Not because people are “better” if they can pay more – nope.
But because when someone invests meaningfully, they’re more likely to show up fully.

The Sustainable Retreat Pricing Test

Let’s be practical for a moment.

If your pricing does not include EVERYTHING:

• your planning time
• your marketing time
• your delivery time
• your post-retreat integration time
• overhead, tools, and team
  every expense related to the retreat
• a cushion for surprises
• your bottom line profitability

…then it isn’t your actual retreat pricing, is it? It’s panic/fear pricing.

Here’s a question I want you to answer honestly:

“If this retreat sells out at this tuition, will the future-you feel proud – or resentful?”
If the answer is “resentful,” you already know what needs to change.

A gentle but powerful reframe to take with you:  You’re not “charging too much.”

You’re charging exactly what it takes to:

• lead with integrity
• deliver quality
• stay grounded
• be supported
• continue doing this work for years

Sheri’s Bottom Line

If retreats are part of your calling, then sustainability is part of your responsibility.

Because you can’t change lives from an empty tank. Period. ♥️

Now, if you want to dive into pricing mindset more deeply (along with everything else retreat related) – here’s your first invitation to our Rock Your Profitable, Sold-Out Retreat event.

These are the quick and dirty deets:
It’s our 6th annual Live & Online Retreat Training Event!
April 21–23
By donation (pay-what-you-want!)
10 days of replays included

▶️ Tap to see the event schedule and register.