From Waves to Wellness: How Chelsea Ross Created Goddess Retreats, a Luxury Sanctuary in Bali

When Chelsea Ross first fell in love with surfing, she quickly realized how few spaces existed for women to safely and confidently explore their passion—sparking an entrepreneurial vision that would soon transform the wellness industry.

In 2003, she pioneered Goddess Retreats, one of the world’s first luxury surf and yoga sanctuaries exclusively designed for women. Blending holistic wellness, cultural immersion, and sustainable practices, Chelsea has since empowered countless women seeking personal growth, meaningful connection, and life-changing adventures.

We had the honor of speaking with Chelsea, who opened up to us about turning her own experiences into a thriving, purpose-driven business. She shares valuable insights on balancing purpose with profit and offers practical wisdom on growing a sustainable business that deeply resonates with customers.

Ever ahead of the curve, Chelsea also guides us through the art of scaling a flourishing venture—identifying emerging trends, expanding globally, and staying fiercely true to core values along the way. Her journey isn’t just about building successful businesses. It’s about creating safe and transformative spaces where women feel seen, supported, and empowered to follow their dreams.

Check out our full interview with her below.

Chelsea Ross, Founder of Goddess Retreats

You pioneered the luxury women’s retreat model in 2003, before wellness tourism was mainstream. What was that ‘aha moment’ when you realized women needed this type of sanctuary, and how did you find the courage to launch something so ahead of its time?

Chelsea Ross: My ‘aha moment’ and inspiration for Goddess Retreats came from a very personal place. Over twenty years ago, I created the retreats because I was looking for something that did not exist. I was traveling solo, surfing, practicing yoga, and seeking deeper meaning in my life. Yet I could not find anything in the travel space that truly reflected the kind of experience I longed for.

At the time, most of the industry was oriented toward couples, families, or luxury escapes centered around cocktails by the pool and indulgent meals. While there is nothing wrong with those options, I was yearning for something more restorative, connected, and purposeful.

There were very few experiences created specifically for women who were traveling alone and who wanted to rest, reflect, heal, and grow in a supportive and inspiring environment. Rather than wait for someone else to offer this, I followed my intuition and created it myself.

Goddess Retreats was born out of that vision. It was a blend of my personal passions, my background as a life coach, and a desire to share meaningful, transformational experiences with other women.

Your childhood at Singapore’s Raffles Hotel shaped your understanding of luxury hospitality. How did those early experiences influence your vision for creating transformative experiences rather than just beautiful accommodations?

Chelsea Ross: In the early 70s, when we first moved to Singapore, we spent some time living at the Raffles Hotel. As a child, it left a lasting impression on me, not just because it was considered luxurious, but because it felt like stepping into a complete world. Raffles wasn’t merely a place to stay; it was deeply immersive, almost cinematic in its atmosphere.

The grand white façades, high ceilings, wide verandas, and louvered shutters created a sense of elegance that felt timeless. The lush tropical gardens, palm-lined walkways, and the soft hum of ceiling fans added to its unique rhythm—slow, intentional, and steeped in grace. Every detail, from the décor to the personalized service, carried a quiet reverence for history. There was a romance to it, a kind of nostalgic charm that invited you to slow down and soak in the moment.

That environment, so rich in atmosphere, story, and a sense of place, shaped my understanding of what true hospitality really means. It goes far beyond five-star amenities. It’s about creating a space where people feel held, seen, and valued. Raffles had a way of blending grandeur with intimacy, offering not just comfort but a feeling of being part of something meaningful.

This early experience became a guiding influence in my vision for Goddess Retreats. I wanted to create something similarly immersive—spaces that are not only physically beautiful but also emotionally and spiritually nurturing. I believe that when people feel safe, relaxed, and genuinely cared for, they can open up to deeper levels of healing and growth. That’s why I combine sensory richness, like nourishing meals, daily massages, and serene surroundings, with soul work that invites transformation.
To me, that’s what true luxury is: the kind that speaks to the heart, honors the spirit of a place, and gently invites profound change.

Goddess Retreats is clearly purpose-driven—empowering women through transformation. How do you balance staying true to that mission while building a profitable, scalable business? What advice would you give to women who worry that focusing on purpose might compromise profitability?

Chelsea Ross: Goddess Retreats didn’t begin with a grand business plan or the ambition to build a global brand. It began as a passion project that was a response to a gap I observed in the world and felt deeply in my own life. My aim was to create something that genuinely honored women, offering not just a healthy escape but an experience that was profoundly nourishing to the soul.

Simultaneously, I have always possessed an entrepreneurial spirit. I studied business, pursued formal courses, and built a strong foundation in what it takes to operate a sustainable enterprise. I was also directly building this business alongside leading corporate sales training in value-based selling to C-suite executives, essentially a customer-centric approach.

So, while the vision for Goddess Retreats was rooted in purpose and personal meaning, I also approached it with the practical understanding that a truly impactful offering must be supported by structure and clarity.

Passion is essential, but so is a working knowledge of business fundamentals. Understanding cash flow, delivering real value, and being able to lead with both purpose and precision are what allow a passion project to grow into something lasting and viable.

For me, creating value has never been solely about affordability; it has always been about the quality and integrity of the experience. I have long been inspired by the high standards of professional hospitality—the seamless service, the attention to detail, the quiet sense of care that defines the best luxury hotels. My intention was to translate that level of thoughtful service into the retreat environment in a way that was accessible to women from diverse backgrounds.

I take great joy in crafting those subtle, beautiful moments that one might expect in a refined setting and incorporating them into the retreat experience. These details are not about extravagance for its own sake, but rather about creating a space where women feel cherished, supported, and elevated in both body and spirit.

The growth of Goddess Retreats was never driven by aggressive marketing strategies. It happened naturally because the experience resonated deeply. Women came, experienced real transformation, and shared it with others. Over time, what began as a small, heartfelt offering became something far greater than I had initially envisioned. I believe that this evolution occurred because I remained true to both the original purpose and the practical necessities of running a business.

To other women pursuing purpose-driven work, I would offer this encouragement: it is entirely possible to lead with heart while also being commercially astute. There is no need to choose between being soulful and being successful. When your work is grounded in authenticity and supported by sound business principles, it becomes both meaningful and enduring.

You transformed a struggling Perth salon into a seven-figure business. What specific strategies did you use to turn that around, and how can ambitious women apply those same principles to scale their own ventures?

Chelsea Ross: Turning around the Perth salon, ONE Subiaco, into a thriving seven-figure business was an extension of the same business principles I applied to Goddess Retreats. At the heart of it was a commitment to creating a thoughtful, service-driven experience that genuinely addressed what women want, often in contrast to what had become the norm in the industry.

The first thing I focused on was transforming the space itself. I wanted it to feel beautiful, calm, and welcoming the moment someone stepped through the door. Many salons felt harsh: poor lighting, uncomfortable chairs, and chaotic energy. I eliminated those stressors and reimagined the experience from the guest’s perspective.

I introduced small but significant shifts. For example, instead of the traditional row of individual styling chairs facing mirrors, I installed a communal color table where women could sit more comfortably without the pressure of being on display. It created a more relaxed, social atmosphere. Guests could bring their laptops, enjoy specialty coffees or treats, and feel at ease rather than rushed or exposed.
Another major shift was rethinking the way services were offered. At the time, most salons operated on an à la carte model, which was often confusing and made pricing unpredictable. I developed service packages that were clear, convenient, and aligned with the way women actually wanted to experience beauty services—seamless, thoughtful, and value-driven.

The success of ONE Subiaco came from putting care into the details, simplifying the client experience, and leading with both heart and strategy. It was never just about providing a service—it was about how women felt during and after their visit.

For ambitious women looking to scale their own ventures, I would say this:

• Focus on solving real problems.
• Pay attention to what frustrates or exhausts your customers.
• And, then build something that makes them feel understood and supported.

Combine emotional intelligence with practical business structure. Know your numbers, simplify the experience, and lead with care. When you build something that truly serves others, growth is the natural result.

With your global upbringing across Southeast Asia, Australia, and Canada, how has your cross-cultural perspective given you an advantage in anticipating market trends? How can other female entrepreneurs develop this kind of cultural intelligence?

Chelsea Ross: My upbringing across Southeast Asia, Australia, and Canada, along with the extensive travels my family took throughout the world, gave me something far more valuable than just exposure to different cultures. It nurtured a deep sense of curiosity and wonder about the diversity of human experience. I came to appreciate how delightfully unique each culture is, while also recognizing the beautiful common threads that connect us all: our shared desires for connection, meaning, and well-being.

This cross-cultural perspective hasn’t made me someone who predicts trends in the traditional sense. What it has done is help me understand what feels meaningful to me. And because I have an entrepreneurial spirit, I’ve been willing to create the things I couldn’t find. I would say I don’t follow trends, I just listen closely to my own sense of what’s missing, what would feel good, and what I would love to experience myself.

I believe in the idea of the collective unconscious, as Carl Jung described, that we are all tapped into deeper human needs that often rise to the surface at the same time in different places. So I keep it simple: I create what I’m seeking, and I do it with as much beauty, integrity, and care as possible. Whether it’s in retreats or other ventures, the underlying purpose is always the same – to help people feel good, to have them feel valued, and to create something that uplifts.

For other women who want to develop this kind of cultural intelligence, I would say: cultivate curiosity. Go beyond the familiar. Step out of your comfort zone and engage deeply, travel with an open heart, and let yourself be changed by what you experience. Over time, you begin to recognize what is universal, and that understanding helps you create offerings that resonate across borders.

But most of all, trust your inner compass. Often, what you’re yearning for is exactly what others are seeking too. Your job is simply to bring it into the world with love, clarity, and purpose.

You launched during a time when women-only businesses were less common. What resistance did you face, and how did you navigate skepticism about the women-only model?

Chelsea Ross: When I launched the world’s first surf and yoga retreat exclusively for women in 2003, the concept was far ahead of its time. Solo female travel wasn’t widely embraced, women’s surf culture was still very niche, and the idea of wellness experiences designed specifically for women was considered unconventional by most industry standards. Naturally, there was skepticism. Some questioned whether women would want this kind of retreat, or if the model could be viable at all.

But I never felt the need to argue my case. My belief in the idea came from personal experience. I knew the need was real because I felt it myself, so instead of trying to convince others, I focused on creating something of genuine value. I let the experience speak for itself. And as soon as women began showing up and returning home transformed, the model proved itself.

Honestly, I’ve always found it quite energizing to be underestimated. When people aren’t paying attention or don’t expect much from you, there’s great freedom in that. No pressure to conform to norms. It provides the fertile space to focus on doing meaningful work for the people who actually care about it. You don’t need industry endorsements or external validation. You only need a strong idea, your own effort, and a commitment to delivering something exceptional.

That same approach carried over when I entered the hair salon industry. I wasn’t from the industry. I didn’t have a network or insider support. But I still succeeded, because the core principle remained the same: if you provide an experience that genuinely serves people, that makes them feel good and offers real value, the business will grow.

Sometimes, I think, we internalize the idea that we need permission, backing, or a seat at someone else’s table to move forward. But in my experience, if you’re clear on your purpose and willing to do the work, you can create your own momentum. You’re not as stoppable as you think. That’s been one of the most empowering lessons of my journey.

Your background spans marketing, hospitality, and spiritual studies. How do you integrate intuitive decision-making with data-driven business strategies? Can you share a specific example where trusting your intuition paid off?

Chelsea Ross: Coming from a sales and marketing background, I’ve always believed in the power of integrating both intuition and data when making business decisions. One of the best examples of this in my journey is the launch of Goddess Retreats.

When I first started the retreats, there was no clear data to support what I was creating. Women-only surf, yoga, and wellness retreats simply didn’t exist at the time, so traditional market research didn’t offer much to go on. But I drew from adjacent spaces – there were yoga retreats starting to gain traction, adventure tours like Intrepid and Contiki were popular among younger travelers, and luxury wellness experiences like Golden Door existed at the higher end of the market. I studied the pricing of hotels, looked at how those services were packaged, and observed how brands like Roxy (under Quiksilver) were growing rapidly by marketing surf culture to women, despite the fact that actual opportunities for women to surf were limited and often felt tokenistic.

What I recognized wasn’t just a market gap, but a personal need. I was the customer I was designing for, and I knew there were countless women like me who wanted more than backpacker hostels or ultra-luxury spa resorts. They wanted connection, inspiration, wellness, and adventure in a space that felt safe and inclusive.

So, while I didn’t have traditional data to validate the idea, I trusted my intuition and combined that with what I could analyze. I launched Goddess Retreats with a clear understanding of my audience and a strong sense of purpose. From the beginning, we also built feedback into everything we did. After every retreat, we asked our guests what worked, what didn’t, and what they wished for. That feedback has guided the evolution of the retreats over more than two decades.

To this day, one of the most common things our guests tell us is how seamlessly the experience blends everything they were hoping for. That’s no accident – it’s the result of staying intimately connected with the women we serve, trusting our instincts, and refining through continual listening and learning.

At its core, my guiding principle remains simple: find out what your customers want and give it to them. Intuition gives you the vision, and strategy helps you bring it to life in a sustainable and impactful way.

Many ambitious women struggle with pricing their services appropriately, especially in wellness. How do you position Goddess Retreats as a luxury offering while ensuring it delivers transformational value that justifies the investment?

Chelsea Ross: Pricing, particularly in the wellness and luxury space, begins with a deep understanding of your market and a clear sense of the value you’re offering. Early in my career, I worked in the sales and marketing department at the head office of Aman Resorts in Hong Kong, and that experience profoundly shaped my appreciation for what I now call soulful luxury.

Aman Resorts influenced my understanding of elegance and restraint. Their approach to luxury was never about excess—it was about essence: understated beauty, personalized service, and creating spaces that evoke peace, intimacy, and belonging. That philosophy deeply resonated with me and formed the foundation of what I would later bring into Goddess Retreats.

I call what we offer soulful luxury because it describes a broader, more human-centered vision of luxury – one rooted in simplicity, warmth, and meaningful detail, rather than opulence or status. I’ve always loved the feeling of staying somewhere special, but I also knew that traditional luxury often came with a price tag that made it inaccessible for many women, including myself at the time.

So, I set out to create retreats that offer the feeling of luxury without the intimidation or extravagance. For me, luxury is being treated as an individual, not a room number. It’s walking into a beautifully styled space that feels personal and welcoming. It’s the thoughtful touches – freshly baked cookies, a story on your nightstand, or a team member who intuitively knows how to make you feel at home.

Creating an experience that feels truly high-touch and soul-nourishing requires vision, but it also requires strong business fundamentals. Sustainability has always been key. We operate from a place of financial clarity: knowing our costs, understanding our market, and intentionally pricing to reflect both the value we provide and the real-world considerations of our guests. And, we also consciously choose to under-promise and over-deliver.

We keep things accessible for our target market, because we want as many women as possible to experience this kind of transformation. But behind the scenes, our pricing is the result of rigorous attention to cash flow, cost analysis, and value creation by investing wisely in the things that matter most: a well-trained, caring team, details that spark genuine delight, and guest experiences that leave a lasting emotional impact. And that kind of experience, when delivered with consistency and integrity, truly justifies the investment.

Running a business focused on wellness and balance—how do you practice what you preach? What does work-life integration look like for you as a founder, and how do you prevent your own burnout while serving others’ transformation?

Chelsea Ross: I work with great focus and self-care with equal intention. That’s the rhythm I’ve learned to live by. One of the most powerful teachings I’ve taken from meditation is the ability to be fully present with whatever I’m doing. So when I’m working, I’m deeply focused. I give 100%, there’s no distraction, no multitasking, just full presence.

But I’ve also learned that presence applies just as much to rest, play, and connection. I now schedule my self-care with the same level of commitment that I schedule business activities. Surfing in the morning, yoga or meditation in the evening, time with my personal trainer, and regular bodywork—all of it goes into my calendar, not as extras but as essentials.

Before I began doing that, work would quietly bleed into everything else. Boundaries blurred, and I found myself constantly “on.” But by consciously building space for play, spiritual connection, and deep rest, I created a rhythm that supports both my well-being and my creativity.

Interestingly, my most inspired ideas often arrive outside of work, when I’m in the ocean, on the mat, or in stillness. Those are the moments when clarity lands and creativity flows. So, I’ve built systems of support within the business to help me maintain that balance. For me, work-life balance isn’t about perfection. It’s about intention. It’s about designing a life where both productivity and peace have their place. That’s what I practice behind the scenes, and it’s the kind of harmony we aim to create for every woman who steps into a Goddess Retreat.

You’ve studied under thought leaders like Wayne Dyer and spent time in ashrams. How do you integrate spiritual practices into your daily business operations, and what advice would you give to women who want to bring more mindfulness into their leadership style?

Chelsea Ross: Traditional spiritual practices, particularly those rooted in the yogic path, have profoundly influenced the way I lead and operate my business. I came to understand that spirituality is not confined to meditation, yoga classes, or retreats. It is a way of being that is meant to permeate every aspect of life, including the realm of work.

The yogic path invites us to cultivate qualities such as discipline, honesty, non-attachment, compassion, service, and emotional steadiness. These are not abstract or esoteric ideals; they are deeply practical foundations for conscious leadership: to show up consistently, lead with clarity, make wise and thoughtful decisions, and treat others with care and respect. These are spiritual principles, and they are also the cornerstones of ethical and effective business practice.

For me, business is a sacred exchange. It is not merely transactional. It is an energetic space where creativity, service, and connection are offered and received. At Goddess Retreats, we pour intention and care into every element of what we do. In return, we receive more than financial reward; we receive meaningful relationships, a sense of purpose, and the fulfillment that comes from creating real impact. This is what makes the work feel aligned. This is what sustains it, not only in financial terms but also in emotional and spiritual depth.

One of the most powerful ways to bring mindfulness into your leadership is through regular self-reflection, especially through journaling. It gives you a space to tune into your inner world and ask the deeper questions: What am I feeling? What am I avoiding? Am I acting in alignment with what I truly believe?

When you take the time to write honestly, without judgment, you begin to see where your inner values and your outer actions are aligned, and where they’re not. That awareness is everything. It’s not about being perfect; it’s about creating space to notice and realign.

Mindfulness is about becoming more present to the choices you’re making each day and leading from a place of truth. Journaling is a simple, accessible tool that helps you return to that truth so your leadership flows from who you truly are, not just what the world expects you to be.

Operating in Bali presents unique opportunities and challenges. How do you navigate running an international business while honoring local culture and implementing sustainable practices? What lessons can other entrepreneurs learn about responsible global expansion?

Chelsea Ross: There is something profoundly unique about Bali. I have led retreats in many countries, but Bali offers an energy that is difficult to describe and impossible to replicate. From the beginning, Goddess Retreats has been built on a foundation of respect for Balinese culture and the local community. Many of our team members have been with us for well over a decade, and some have been part of the retreats since the very first one in 2003. There is a deep sense of family and continuity, and we honour the traditions and wisdom of the culture that holds us.

We also take a holistic view of sustainability. It is not just about the environment, but also about people and place. We support local farmers, artisans, and healers. We make an effort to reduce waste, source locally, and create experiences that contribute positively to the community around us. Our guests often say that the cultural connection is one of the most meaningful parts of their stay. They return home not just refreshed, but enriched by the deeper understanding and sense of belonging they experience during their time in Bali.

To other entrepreneurs looking to expand internationally, I would say this: become truly intimate with the place you’re expanding into. I didn’t just arrive in Bali and start a business. I lived here as a child. And again for many years as an adult. I knew the culture, the rhythms, the nuances, and more importantly, I had built meaningful relationships and a deep respect for the land and its people. That familiarity allowed me to create something that feels integrated and respectful, rather than extractive or surface-level.

If you enter a new country or culture without taking the time to understand it, your learning curve will be steep, and your impact may be more disruptive than supportive. Build relationships with the culture, the people, and the place. Let your business be in conversation with the place, not imposed upon it. That’s what creates true sustainability, and that’s what allows your work to thrive in a way that’s both globally conscious and deeply rooted.

Looking at the next decade, what emerging trends do you see in women’s wellness and empowerment? How are you positioning Goddess Retreats to meet the evolving needs of ambitious women, and what advice would you give to female entrepreneurs who want to build businesses with lasting impact?

Chelsea Ross: Looking at the next decade, I see a powerful shift emerging in women’s wellness and empowerment, particularly among women in their late 40s, 50s, and beyond. This generation is redefining what it means to age. There’s a growing refusal to fade into invisibility or to age in the way previous generations were conditioned to. Instead, women are becoming more curious, adventurous, and committed to staying vibrant in every sense of the word.

The focus is no longer just on aesthetics or surface-level beauty. It’s moving toward optimal wellness – embracing biohacking, strength training, mobility, nervous system regulation, hormonal health, and deep nourishment. Women are becoming more informed and intentional about what they need to thrive – from the supplements they take to the weightlifting they do to support their bones, energy, and confidence. It’s not about anti-aging; it’s about pro-living.

At Goddess Retreats, we’re evolving alongside the women we serve. Our focus is on empowering women to feel strong, seen, and inspired at every stage of life. We’re expanding our offerings to support longevity, strength, vitality, and soulful reinvention. We recognize that throughout a woman’s life, there are pivotal moments of transition, times of refinement and reinvention as she explores new horizons for herself. We are here to be a nurturing, empowering space for that exploration to occur.

For women building businesses with lasting impact, it all starts with deep care for the people you’re creating for. Your offering needs to solve a problem or make someone’s life better truly. The more deeply and authentically you do that, the greater the impact and the more meaningful your work becomes. Business is not just about what you sell, but how you serve.

Lastly, is there a specific mantra, quote, or affirmation that you hold close to your heart?

Chelsea Ross: My daily mantra is by Mark Twain: “Twenty years from now, you will be more disappointed by the things you didn’t do than by the ones you did do. So throw off the bowlines, sail away from the safe harbor, catch the trade winds in your sails. Explore. Dream. Discover.”

This has been a favourite quote of mine since my 20s and has definitely inspired the direction of my life.