For Fiona McCoss, business isn't about a culture of hustle or rigid corporate structures, it's about creating sustainable success through intuition, communication, and integrated leadership.
As the founder of Wild Feminine Retreats and founder of Wild Feminine Facilitator Training, she has built a thriving international community that supports women to reconnect with themselves, their bodies, and their creativity. From revolutionizing Greece and Ibiza to mentoring female entrepreneurs around the world, McCoss has developed a business model based on what she calls “women's business”, which emphasizes control of the nervous system, joy, flexibility, and authentic human connection over burnout and one-size-fits-all formulas.
What are you currently doing in your business?
My core offering is my Wild Woman Facilitator training, one-on-one coaching, and focused retreats. Currently, I support 16 women with a current training group while preparing to host retreats in Crete and my online Wild Feminine Solstice Festival, which reaches over a thousand women worldwide.
No two days are the same. One day I might be teaching a masterclass, another focused on strategy, marketing, or customer training. What is most important to me is intimacy and real connection. I don't see clients as names on a spreadsheet, I know their stories, their families, their dreams, and often even the names of their pets.
Together, we work on everything from nervous system healing and women's leadership to happiness, expression, and business sustainability. My work focuses on helping women reconnect with themselves in a world that often promotes disconnection and overwork.
Who do you like?
In fact, the women I work with are mothers.
I am childless by choice, and I have chosen to pour my creative energy into the businesses and communities I have built. But I witness every day the depth of work many mothers do, not just raising children, but consciously breaking productive patterns and creating emotionally healthy environments in their families.
They teach their children about boundaries, emotional learning, consent, and self-respect in ways that previous generations often did not. That level of self-awareness, self-sacrifice, and dedication deserves greater recognition and support than society currently provides.
Looking back, is there anything you could have done differently?
Maybe I should have studied business or economics earlier. When I started, I had to teach myself everything from scratch and I invested a lot in coaches and programs to understand how to build a sustainable company.
Some of these investments were very profitable. Others were not.
What I eventually realized was that many traditional business formulas did not fit the way I wanted to work or live. I had to create my own plan, balanced success with sustainability and nervous system health.
Personally, I will also remind myself to enjoy the process more. Entrepreneurship has simply become the relentless pursuit of the next milestone. I'm still learning to slow down and appreciate the good times along the way.
What defines your way of doing business?
The way I run my business is very focused on feminine values, which look very different from the traditional business culture.
To me, women's business means circular work instead of mechanical work. It means understanding energy, control of the nervous system, intuition, happiness, creativity, and sustainability. I organize my work around what allows me to work at my best, not around rigid nine-to-five expectations.
It's about abandoning the culture of the performative hustle. You won't find invasive sales tactics or “bro sales” here. I believe that business can be profoundly successful without exhaustion, urgency, or constant stress.
My approach combines intuition and strategy. I trust what feels right while implementing systems and structure that truly support growth. Ultimately, I want to build businesses that support life, not consume it.
What advice would you give to someone starting out?
Get support early and build slowly.
I often describe women's business as a “slightly new” model. It takes time to build sustainable momentum, but once it's established, it creates something that lasts more than an overnight success culture.
Too many people leave companies in search of freedom and accidentally recreate the same stress and burnout patterns within their businesses. That's why structure, programs, and support are so important.
I would also like to ask people to be honest with themselves: do you really have the stamina and vision to build something for the long term? Entrepreneurship is incredibly rewarding, but also deeply challenging. Without a “why,” it's much harder to stay committed when things get tough.
And finally, don't let fear stop you. Most people regret the opportunities they didn't take, not the ones they did.
What are your favorite things to do outside of work? How do you maintain a healthy work/life balance?
Fun and scope are the priorities in my life, not the rewards I “earn” after overworking.
I purposefully designed my business to support balance. I don't check my phone before 8am or after 7pm, I avoid customer calls on Mondays, and I don't start desk work before 10am. These boundaries allow me to stay in control, sane, and present.
Outside of work, I enjoy gardening, dancing, redecorating our home in Somerset, and spending time outdoors. Earlier this year, my partner and I bought a house in Frome, so I've been planting flowers and creating a space that feels rich and earthy.
And when I visit retreats, I always stay a few extra days, preferably near the beach.
