If you’re part of the Business For Unicorns (BFU) Society, the upcoming Seattle retreat on September 10-12 is probably already circled on your calendar. If it wasn’t on your radar yet, and if past retreats are any indication, you’ll leave with a ton of actionable info and new connections.

The Wodify team is headed to Seattle for the retreat as well, sponsoring a workout on Friday morning and a running session on Saturday. We look forward to seeing you there!

Here’s everything you need to know. From where to stay and how to register, to the full retreat agenda, so you know exactly what to expect.

The Goal of Business For Unicorns Retreats

Business For Unicorns structures every retreat around three things: learning, connecting, and executing. The event kicks off on Thursday night with a welcome party, the perfect opportunity for connection. Friday’s full day of sessions is built around a People & Systems theme, covering everything from increasing client retention to team communication. Saturday keeps the learning going and adds in breakout sessions, plus open office hours with the BFU coaching team.

With so much packed into a few days, be ready to learn valuable strategies and tactics that you take back to your business. The goal isn’t just broadcasting ideas, but instead giving you actionable info for better operations and improved fitness business growth.

Where to Stay and How to Get There

Here are the key details to make your weekend in Seattle run smoothly:

  • Hotel and room rate. The retreat is hosted at The Westin Seattle, 1900 5th Ave. Business For Unicorns has a group rate starting at $249 a night (plus tax). You’ll be redirected to book that rate once you register, and the discount link expires August 16.
  • Directions from the airport. Seattle-Tacoma International (SEA) is about 15 miles from the hotel, roughly 20 to 25 minutes by car depending on traffic. A one-way Uber or Lyft runs $45 to $75, or $80 to $150 round trip. If you’d rather skip surge pricing, Sound Transit’s Link Light Rail Line 1 runs directly from SeaTac to Westlake Station for $3 each way, about a 45-minute ride plus a short walk to the hotel.
  • Parking. If you’re driving, the Westin has both valet and self parking on-site. Valet starts at $78 a night, self parking at $65.
  • Registering your team. Business For Unicorns Society members can bring up to two team members along. Additional team members are $149 each. Note: Members and non-members register through separate links, so double-check before you register.
2025 Unicorn Award winners with Business For Unicorns founder Mark Fisher. (Photo credit: Business For Unicorns)

Business For Unicorns Seattle 2026 Agenda

Here’s what the current BFU schedule looks like (agenda subject to change):

Thursday, September 10

  • All day: Attendee arrival
  • 7:00 pm: Welcome party, sponsored by Perform Better, location to be announced
  • 9:00 pm: The party continues at a local bar, location TBA

Friday, September 11 (Theme: People and Systems)

  • 6:00 am: Wodify workout at Unbound Health & Wellness, about a mile from the hotel
  • 8:00 am: Check-in at Grand Ballroom 1
  • 9:00 am: Retreat kickoff, introductions, and networking
  • 9:30 am: Unicorn Awards with Business For Unicorn co-founders Michael Keeler and Mark Fisher
  • 10:00 am: Mike Bouranis and Wendy Shafranski on client retention, turning your gym into a community people don’t want to leave
  • 11:00 am: Chris Travis on staff retention, turning coaching jobs into real careers with a growth path
  • 12:00 pm: Lunch, plus roundtable discussions
  • 2:30 pm: John Farkas on team communication and building consistent collaboration
  • 4:00 pm: Mark Fisher on retention strategies from top-performing gyms
  • 5:00 pm: Speaker panel, your chance for Q&A
  • 5:30 pm: End of day
  • 7:30 pm (optional): Dine-around at restaurants around the city, hosted by Business For Unicorns team members
  • 9:00 pm (optional): Social outing, location to be announced

Saturday, September 12

  • 6:45 am: Workout at Seattle Strength & Performance, sponsored by ANCORE
  • 8:30 am: Doors open
  • 9:00 am, Session 1: Michael Keeler on coaching conversations (part 1) in Grand Ballroom 1, Kilo on building team scorecards in Grand Crescent, Tim Concannon on financial conversations and delegation (part 1) in Vashon (advanced track), or open office hours with the Business For Unicorns coaching team
  • 10:30 am, Session 2: Michael Keeler on coaching conversations (part 2), Tina Morin on client accountability, or Pete Dupuis and Ben Pickard on wealth building for gym owners
  • 12:00 pm: Group photo and lunch
  • 1:30 pm, Session 3: Mickey Brueckner and Pete Dupuis on developing your right-hand person and getting out of your own way, a session on AI for sales and marketing, or Wodify’s session on what separates the best gyms in America from the rest
  • 3:00 pm: Reflection and wrap-up with Michael Keeler, so you leave with a plan for Monday morning
  • 4:00 pm: End of retreat
  • 7:00 pm: Dinner on your own or with the group
  • 8:30 pm (optional): Social outing, location TBA

Catch Up With Wodify at BFU Seattle

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.

Don’t miss the “Inside the Best Gyms in America” presentation on Saturday at 1:30pm. You’ll hear the stories and get the playbooks behind what separates good from great.

Plus, join us for the morning workouts, 6:00am Friday at Unbound Health & Wellness, and 6:45am Saturday at Seattle Strength & Performance. See you in Seattle!

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Check this out: Business For Unicorns founder Mark Fisher recently teamed up with Grace Bettino, Wodify’s Brand Director to bring you the “Get Out of the Way: Build a Team that Doesn’t Need You for Everything” webinar!