Hi there! You’re reading the Bonfire newsletter from Kevan Lee & Shannon Deep. Each week, we highlight brand, marketing, and creative learnings from our experience as in-house marketers turned agency owners who think a lot about creativity, our relationship to work, and how all of that impacts our identities. We’ll also feature insights from our digital community of super smart folks (which you’re welcome to join).
Wishing you a great week!
One of the most gratifying aspects of running your own business is the recognition that you have brought something to life that never previously existed. The world had never known a Bonfire retreat. And now we have the photo and video evidence (and memories!) to prove that we really did the thing!
Not only did the retreat happen (a huge win in and of itself), but we can confidently say that people loved it.
“This was a transformative week I’ll be thinking about for months—if not years.”
- L.S., Retreat Participant
But what exactly was it?
Well, you might know the practical parts: earlier this month, we held a weeklong retreat at a château in the French countryside, complete with a private chef, pool lounging, and light programming.
We called our retreat “The Soft Reset” because it was designed to give people the time and space to get back in touch with what they really wanted out of work and life, in a relaxing place away from the daily hustle of jobs, family, and errands
So it was for professionals? Yes. But it was a professional development retreat? No. Would there be programming about marketing and tech because we’re tech marketers? Also no, but yes, most of the participants were tech marketers.
We knew how we wanted people to feel while they were there and the benefits we wanted them to bring back to their lives. But the philosophical parts—how we described the squishy positioning of it all—was a bit more elusive.
In fact, on day one, driving back from the train station to the château having just picked up one of our attendees, she admitted to not really knowing how to describe this trip to her friends and family.
“I’ve been saying it’s like a wellness retreat…for marketers?” she shrugged.
She wasn’t wrong. But also…what the hell is a wellness retreat for marketers? What exactly did we create?
What makes a Bonfire retreat?
Simply put: A Bonfire retreat is a place to reconnect with yourself, connect with others, and think deeply about your ideal relationship with work.
We curated a trio of wonderful session leaders who mediated discussions and exercises all pointing to the above, and who also sat in on small groups, attended each others’ sessions, and chatted over every meal—as we did, too! The vibe was more community-led wisdom than gurus-on-the-mount—a model that emerged organically but that actually, we kinda love. We definitely see ourselves curating a similar community-led model in the future.
Now that the first one is in the books, we know a few things about the Bonfire retreat experience:
We know that we create safe spaces and engaging exercises to get to know yourself better.
We know you will better understand your values and your personal definition of how to live a fulfilling life.
We can guarantee there will be time to relax and unwind and have a lot of fun with people who care about you, even if they just met you.
And… drumroll please… We know we’re hosting another one with the same theme in April 2026!
“Just wow. What a transformative and life-affirming week—one that I didn’t even know I needed.”
- C.C., Retreat Participant
4 key things we’re taking forward
1. The people make the program.
We were incredibly happy to see how engaged, curious, and open all attendees were with the questions and exercises we threw their way. Everyone leaned into the idea that we were all participating in an experimental experience, and they took seriously our assertion that everything was go-at-your-own-pace, no forced fun. This meant people could sit out a session, go to bed early, or propose their own activities (shoutout to L.S. and the Hip Hop Abs workout group!), and no one felt pressured, shamed, or excluded.
The programming from our session leaders was top notch, and so too was the way that the group interacted with one another and prompted great conversations in each session and meal. (First night dinner question: What’s your serial killer trait? Last night dinner question: Regale us with the story of how you met your significant other (if you want to!).)
Even though almost no one knew each other IRL before the retreat, the vibe quickly felt like a group vacation with friends…if all your friends are also great therapists.
“I can’t believe I don’t get to see you all tomorrow!”
- Retreat Participant, final morning
We can’t wait to meet the new cohort at our next retreat (cough-cough, signup link here). Fortunately, we already know that the folks that follow this newsletter and connect with Bonfire online are amazing, open-minded, introspective human beings—and that’s exactly who will get the most out of future retreats!
2. Things won’t go according to plan, and that’s okay!
This first retreat was a pilot program, so we knew that not everything would go according to plan.
Minor case in point: The very first night, as we were getting ready, we realized that we made custom printed floor plans with our own room number system, a system that did not match the actual château room numbers already affixed to the doors. This necessitated a late-night crafting session to make new door numbers so the maps make sense. Later, when there was a false (phew!) fire alarm in a particular room, this made for a sitcom-esque situation. (“The alarm is in room 9! Which one is room 9?! No, the real room 9! RIP THE NUMBERS OFF!”)
Perhaps most dramatically, not everything (dare we say nothing?) went smoothly in the kitchen with the chef we hired…but it made for a great story. (Ask any of us if you see us on a Zoom call sometime!) By the last day, we had no chef at all, and we were making our own meals in the kitchen, with everyone pitching in. DIY menu faves: frozen pizza night, scavenger hunt french toast, incredible mac’n cheese (shoutout E.F.!), and chicken on the charcoal barbecue stovetop.
The little hits just kept coming throughout the week (oven malfunction! lunch on a pier that gave everyone motion sickness!), but we were able to roll with it, laugh about it, and give everyone a pile of stories to take home.
3. Everyone’s experience will be different.
Despite being tech marketers who advertised this retreat to our network of other tech marketers, we had a wide range of life situations among the attendees: some were interviewing for new jobs, reimagining existing careers, starting new ones, going back to school, etc. We also had folks who just love a concentrated moment of self-inquiry and personal development!
So understandably, everyone took away different things from the week, which is exactly what we anticipated and hoped. We do not intend for Bonfire retreats to force you to learn one particular thing; instead, it’s our goal to create a space where it’s safe to explore yourself, with tools that are applicable in the moment and when you go home.
4. We weren’t just for marketers. (Surprise!)
Yes, we, Kevan and Shannon, are marketers. And yes, a majority of the folks (8 out of 11) who attended this first retreat were marketers/marketing adjacent, but that was more a function of who our current audience is—not the actual programming. The Soft Reset is applicable to all kinds of tech and knowledge workers, solopreneurs, entrepreneurs, and really anyone who is taking a long hard look at their relationship with their work and wants to reset with creativity and intention.
“I can’t stress enough the impact this reset has had on me. It has given me space to be what I needed to be, take time to find clarity and embody it.”
- C.A., Retreat Participant
Wanna come to the next one?
We can’t wait to do this again! If you’re intrigued and would like to come, or you’d just like more information, lots more details are here.
See you in France!
Events, resources, and more
Events 🗓️
Career AMA w/ Allison Stadd - FREE public event!
Wednesday, October 29 @ 12pm Eastern
Our very first Career AMA features Allison Stadd 🥁, author of The OffBeat, jazz drummer, AND CMO at Ollie and former marketing and brand leader at Shipt, Shake Shack, Sweetgreen, and more.
Studio Session: Workshop & Chill - Campout members only
Ever wish you could get in a room with other creative minds and actually work on something together? Not just talk about it, but roll up your sleeves and make it better?
That’s exactly what we’re doing in this Studio Session on Wednesday, November 19 @ 12pm Eastern.
Campout member Jennifer is bringing a real project she’s working on, and we’re going to workshop it together. Come dig in with us!
Resources 🛠️
Brand marketing courses & templates - In our Gumroad storefront
From AI search optimization to brand reach tracking and personal positioning, get our detailed how-tos for a couple bucks each.
But wait! There’s more…
Wanna be friends?
If you love this newsletter and wish it were more interactive, you’re in luck! Join us over in Campout, our digital community for creative marketers and the creative curious.
Wanna work with us?
If you need help with brand strategy and storytelling, fractional brand and marketing leadership, and bringing your brand strategy to life in impactful ways, send us an email at hello@aroundthebonfire.com to get in touch.
As always, you can find us on LinkedIn, Instagram, and Threads.
So great to see this amazing idea come to life!!