Monday 7th September Business Briefing Want to run overseas retreats? Guest Helen Pybus

Want to run overseas retreats? I talk to Helen Pybus, who shares the inside scoop on running hugely successful retreats in the Pyrenees, Bali and other incredible destinations around the world.

This business briefing interviews Helen Pybus about building and scaling a successful international Pilates retreat business, based on 18 years of experience.

How the retreat business started

• First retreat was in the French Pyrenees 18 years ago.
• Tested demand by showing venue photos to existing class members.
• First retreat, with only eight rooms, sold out within a week.
• Around half immediately booked again for the following year.
• Initially retreats were driven by enjoyment rather than profit.
• Repeat customers, referrals and social media gradually grew demand.

Retreat programme

• Typically two classes per day, around 10–11am and 5–6pm.
• Sessions vary rather than offering identical Pilates classes.
• Themes include small-ball Pilates, Yogalates, bands, stretch, fascia, posture and hip-focused sessions.
• Includes optional activities such as markets, shopping, vineyard walks and wine tasting.
• Avoids overscheduling because clients are there to relax, socialise and recharge.
• Plenty of free time is deliberately built into the timetable.

Destinations

• French Pyrenees
• Marrakech
• Goa
• Future possibility: Andalusia
• Helen recommends beginners initially consider France, Spain or Portugal rather than immediately attempting a long-haul retreat.

Pricing and accommodation

• Uses different rates for:
• Single room
• Twin sharing
• Single occupancy of a twin room
• Marrakech example: approximately £1,495 per person sharing for a week, excluding flights.
• Single occupancy costs more.
• Selling twin rooms to two guests substantially improves revenue per room.

Two venue business models

• Per-person model: venue charges a fixed amount per guest/night; lower financial risk.
• Whole-venue hire: organiser pays for the entire retreat centre regardless of attendance; potentially higher profit but greater risk.
• Marrakech uses whole-venue hire.
• Helen estimates around 7–8 guests cover the Marrakech venue costs.

Booking and administration

• Take a deposit.
• Create a WhatsApp group for attendees.
• Guests normally book their own flights.
• Guests arrange their own travel insurance.
• Helen collects flight details, dietary requirements and other information in a spreadsheet.
• Shared spreadsheet allows the venue to organise airport transfers.
• WhatsApp keeps communication simple and centralised.

Venue selection

• Ideally visit the venue before committing.
• If a reconnaissance trip isn’t possible, request a live video/FaceTime tour.
• Don’t rely solely on Instagram or promotional photography.
• Helen rejected a Zanzibar venue after a video tour revealed it looked very different from its marketing images.
• Check that studios, mats, blocks, straps and other equipment are available.

Scaling the business

• Started with UK day retreats.
• Progressed to weekends.
• Then small European retreats.
• Eventually expanded to Marrakech and Goa.
• Goa reached 32 guests across 18 rooms.
• Marrakech became successful enough to run twice annually.
• Retreats are already being booked as far ahead as 2028.

Guest instructors

• Once numbers and margins allow, bring another instructor.
• Guest teachers reduce Helen’s workload and broaden the programme.
• Example: guest instructor contributes women’s wellness alongside Pilates.
• Flights and teaching fees can be covered when sufficient margin exists.

Key business lessons

• Validate demand before taking financial risk.
• Start small and build confidence.
• Choose a distinctive, high-quality venue.
• Personally verify what the venue actually looks like.
• Use deposits, WhatsApp and spreadsheets to simplify administration.
• Prioritise selling twin rooms where possible.
• Don’t overcrowd the retreat schedule.
• Create memorable experiences that generate repeat bookings and referrals.
• Retreats can evolve into a significant long-term income stream alongside a regular fitness/Pilates business.
• Monitor business issues such as VAT thresholds as retreat revenue grows.