Brent McCann went from Marine Corps infantry + 15 years in HR to building True North men’s retreats — and he did it without a big audience, big budget, or flashy ads.

In this episode, Brent breaks down what actually moved the needle: simple offers, outcome-based messaging, DM follow-up, and a post-retreat integration path that keeps the work going (and stabilizes revenue).

Episode Themes

• How Brent’s military + HR background shaped his retreat style (push + comfort)
• Marketing men without “bro marketing” or spiritual cosplay
• His simple ad formula: image + outcomes (not itinerary)
• Why he skips talking-head ads (and what he does instead)
• DM conversion lessons (and the follow-up mistake that cost him $10K)
• Post-retreat integration: 1:1 calls + a 10–12 week community + “mastery summit”

Chapters

00:00 – Welcome + who Brent is
01:18 – HR to men’s retreats: the real origin story
03:47 – Marine Corps “what not to do” and how that shaped his leadership
06:02 – Balancing comfort + challenge for first-time retreat guys
07:27 – The marketing challenge: reaching men who’ve never done this
10:13 – Men in crisis + Brent’s lens (neuroscience, nervous system, self-worth)
12:32 – Pricing: $3,500–$5,000 all-inclusive
13:06 – Growth: from ~100 followers to hundreds + “800 DMs in two months”
14:42 – The campaign format: Canva + outcomes (keep it simple)
15:48 – Integration + community model (and why the real work starts at home)
19:02 – Advice for new facilitators: clarity, reverse engineering, and practice
21:42 – Win + loss: the zipline breakthrough vs. losing $10K on retreat #2
24:30 – Mechanics: what he literally does to launch a first campaign
27:19 – Why he avoids talking-head ads
28:29 – Closing + Don commits to attending

About the Guest – Brent McCann
Brent McCann is a mindset coach and men’s retreat facilitator who helps high-achieving men build clarity, confidence, and meaningful direction. A former Marine Corps infantryman and longtime HR leader, Brent blends neuroscience, meditation, breathwork, and emotional mastery to create experiences that move men from “successful but stuck” into grounded self-leadership. He leads True North Men’s Retreats and a post-retreat integration community designed to help men break old patterns and live with intention.
Website: www.fulfillmentfinders.com/unstress

Social Media: Instagram | Facebook | LinkedIn

About the Assemble Podcast
Welcome to the Assemble Podcast. I’m Dan Berger, founder of Assemble Hospitality Group.

We build purpose-designed spaces for small team offsites and retreats, because the biggest things happen in the smallest rooms.

This show explores retreats in all forms—corporate, lifestyle, wellness, and endurance training—and the culture shifts that happen when people step away from the everyday. You’ll hear lessons from operators, facilitators, and leaders who design experiences that move the needle.

Our goal: give you the playbook for building clarity, trust, and belonging on your team—or in your community.

Learn more: assemblehospitality.com

Social Media: Facebook | Instagram | LinkedIn | YouTube

Credits: Hosted by Dan Berger, Founder & CEO of Assemble Hospitality. Recorded at Assemble’s Boise Retreat House. Produced by KazCM, part of the QuietLoud Studios podcast network. Distributed on SportsEpreneur.