Are you ready for an immersive, effective, in-person retreat with your fellow gym owners? The Business For Unicorns (BFU) “Unicorn Society” 2026 Atlanta Retreat is taking place on April 2-4, 2026, in Atlanta, GA.

BFU believes that stepping away from your gym to work on your business is a powerful way to fast-track growth and better results. As a result, the spring and fall retreats are one of the most valuable parts of a BFU membership, and its members aim to attend one or both each year.

​The 2026 Atlanta Retreat agenda is jam-packed with speakers and events that will give you fresh strategic insign, better leadership skills, and a refocused mindset for when you return to your gym.

The BFU team promises that you will leave this retreat with:

  1. Valuable strategies for improving and growing your gym
  2. A clear plan to reach your goals
  3. New connections with other bad-ass gym owners

What to Expect at the Business For Unicorns Retreat​

The Business For Unicorns retreats have three distinct purposes: learning, connecting, and executing.

On Thursday night, the weekend kicks off with a group meet-and-greet. BFU believes that the Unicorn Society becomes more effective when you forge genuine friendships and connections with other members. So, you’ll get to spend tons of time socializing and getting to know one another.

Connecting with other gym owners is one of the best parts of BFU retreats!

Friday will be all about learning with your fellow Unicorn Society Members. The theme of the day is Marketing & Sales, so you’ll explore everything from defining your client avatar to overcoming objections in your gym sales process, and much more.

​On Saturday, you’ll still have opportunities for learning, but it’s time to start executing. You’ll choose between three sessions (see agenda below) where you can either keep acquiring info, or begin implementing strategies presented by the various retreat speakers.

Where to Stay

​The Business For Unicorns retreat will take place in the heart of Midtown Atlanta at the The Starling Atlanta Midtown, Curio Collection by Hilton (188 14th St NE, Atlanta, GA 30361). The High Museum of Art, MODA, Piedmont Park, and Atlanta Botanical Gardens are all within a mile of the venue.

​BFU has organized a group room rate at this hotel, starting as low as $199/night + tax. So, once you register for the Business For Unicorns 2026 Atlanta Retreat, you will be redirected to book your discounted room using our link.

Business For Unicorns 2026 Spring Retreat Agenda

​Thursday, April 2

  • All Day — Arrive throughout the day
  • 6:00 pm — Perform Better Welcome Party at the hotel (location TBA)
  • 9:00 pm — The Party Continues at a local bar (location TBA)

Friday Morning, April 3

  • 8:00 am — Arrival and check-in, Sequoia Ballroom Room
  • 9:00 am — Retreat Kick-off: Introductions & Networking
  • 9:30 am — Unicorn Awards with BFU Co-founders Michael Keeler & Mark Fisher
  • 10:00 am — Chris Travis: “Win the Week or Lose It: How a Powerful Weekly Business Review Drives Growth”
  • 11:00 am — Mike Bournais: “3-Mile Famous: Become the Gym Everyone Knows Without Relying Only on Paid Ads”
  • 12:00 pm — Mark Fisher: “The Conversion Code: 4 Sales Pillars of Million Dollar Gyms”
  • 1:00 pm — Lunch + Roundtable Discussions

Friday Afternoon, April 3

  • 2:30 pm — Michael Keeler: “The Behavior Change Blueprint: How Great Gyms Engineer Client Success”
  • 4:00 pm — Pete Dupuis: “Reassuringly Expensive: Using Behavioral Science to Price, Sell, and Scale Your Fitness Services”
  • 5:00 pm — Speaker Panel Discussion (open Q&A)
  • 5:30 pm — End of Day
  • 7:30 pm — (Optional) Dine-around at local restaurants
  • 9:00 pm — (Optional) Social Outing at Pour Taproom
Retreats feature a “dine-around” event, so you can eat at local restaurants with other gym owners.

Saturday, April 4

  • 8:30 am — Doors Open
  • 9:00 am — Session 1 (choose one):
  • Mark Fisher: 4 Sales Pillars Workshop (Sequoia Ballroom)
  • Mateo Lopez, Kilo: “What Brand Really Means (And Why Many Gyms Get It Wrong)” (Muse 1)
  • Ben Pickard: Sales Bootcamp — Advanced Track (Muse 5)
  • 10:30 am — Session 2 (choose one):
  • Michael Keeler: “How to Manage Up to Your Gym’s Owner” (Sequoia Ballroom)
  • G.R. Hoff, Gym Member Machine: “Paid Ads in 2026: What’s Working, What’s Not” (Muse 1)
  • Chris Travis: “Scaling SGPT to Multiple Units” — Advanced Track (Muse 5)
  • 12:00 pm — Group photo + lunch
  • 1:30 pm — Session 3 (choose one):
  • John Farkas: “Referrals, Reviews, Revenue” (Sequoia Ballroom)
  • Wendy Shafranski: “Find Your Voice in Marketing” (Muse 1)
  • Brittaney Cook: “Buying Commercial Real Estate” roundtable — Advanced Track (Muse 5)
  • 3:00 pm — End of Retreat Reflection and Wrap-Up with Michael Keeler
  • 4:00 pm — End of Day
  • 7:00 pm — Dinner on your own or with the group
  • 8:30 pm — (Optional) Social Outing at Park Tavern

Catch Up With Wodify at BFU

Wodify is proud to be a preferred vendor at Business For Unicorns 2026! We’ll be onsite with you as both a sponsor and a resource. Stop by and say hi, and if you’re not a client yet, book a demo with the Wodify team while you’re there.

​Pro Tip: Be sure to bookmark the BFU Retreat Dashboard for quick access to this agenda, speaker slide decks, and more!