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Welcome back to the Million Dollar Events Podcast, a space for event leaders to elevate their event experiences, get inspired for their next event, and connect deeply with their communities. My name is Jami Johnson, and I am a retreat planning rockstar, a conference girlie, and I’m here to show you how you can create a million-dollar event arm of your coaching business.
Today, I want to talk about something that might sound a little crazy—hypocrisy. Specifically, I want to address a conversation I recently had with a counterpart who called me out on something important. She asked, “Why are you trying to sell a course that teaches retreat planning when you just told me that you don’t think anybody should be DIY-ing their retreat? Do you really think that?”
And in that moment, I had to pause and reflect. Was that really what I believed? Or was it something I had been conditioned to say?
Who Actually Needs a Retreat Planner?
Let’s get into it. Grab a notebook, a pen, and your favorite drink, because we are diving deep into who should actually be hiring a retreat planner and what kind of support you need to host a retreat that generates $15,000, $20,000, or even $30,000 in revenue.
I know a thing or two about this. One of my clients made $180,000 from three retreats in 2024. I’ve also seen clients walk away with nothing—or even lose money. So, while hiring a retreat planner can contribute to success, it’s not the only path forward.
A Hard Truth About My Own Marketing
I’ve been working with a content strategist to ramp up my long-form content efforts, including this podcast and YouTube. When we discussed my strategy for selling Retreats on Repeat Academy (my self-paced course that teaches you how to plan a retreat from scratch), she pointed out a glaring contradiction in my messaging.
She said, “Jami, if you don’t believe people should DIY their retreat, no wonder your course hasn’t sold.”
And she was right. I had spent so much time saying “you need a retreat planner” that I wasn’t even aligning my marketing with what I truly believe.
Do I Actually Believe You Shouldn't DIY Your Retreat?
No, I don’t.
I wouldn’t personally hire a retreat planner for my own retreat. Why? Because I have the skill set. I know how to execute a successful retreat, and I know what needs to be done. Even if I had never planned a retreat before, I think I would still take it on myself.
So, let’s break it down. Who should DIY their retreat, and who should hire a planner?
PS. Don’t forget to grab The Ultimate Retreat Planning Guide (for free) so you can plan, host, and sell your dream retreat using my exact formula for planning my client’s retreat.
If You Should DIY Your Retreat If:
You are Type A and love to be hands-on.
You are comfortable making decisions quickly and navigating challenges as they come.
You want to be in control of every aspect of your event.
You don’t mind investing time in learning the process.
You aren’t afraid to take risks and try new things.
You’re not quite at the level where outsourcing is a viable option.
You Should Hire a Retreat Planner If:
You prefer to focus on your bigger vision and don’t want to deal with logistics.
You are excellent at delegating and trusting others to execute your vision.
You want a stress-free experience where you can simply show up and host.
You have the budget to invest in a planner and want to maximize your ROI.
You don’t have the time or bandwidth to piece together the details yourself
Both Things Can Be True
For years, I held onto the belief that everyone needed a retreat planner. But the truth is, some people are better suited for DIY, while others should absolutely hire a planner. And acknowledging this truth has given me clarity on how I can serve my audience better.
If you are someone who thrives on learning and wants to build this skill set, Retreats on Repeat Academy is for you. If you’re at a place in your business where you want to delegate and focus on high-level strategy, then hiring me as your planner is the better move.
Investing in the Right Support
Here’s what I know for sure: Whether you choose to DIY or hire a planner, getting expert guidance will make the process smoother, more profitable, and far less stressful. My goal is to help you create amazing retreat experiences that light you up and make you money.
So, if you’re ready to learn how to plan a retreat the right way, Retreats on Repeat Academy is opening soon. And if you know you’re the type who thrives when delegating, let’s talk about working together one-on-one.
Either way, I’ve got you. Let’s make your next retreat a massive success!
If you found this post valuable, I recommend these resources:
Learn how to plan a profitable retreat using my signature PLANR formula (blog)
The Ultimate Guide to choosing the perfect retreat location (blog)