Q&A with Emma Lovell: Why Bleisure is the Future of Business (and Why You’ll Want to Hear More at the Social Media & Marketing Conference 2025)

When it comes to blending business and life, few do it better than Emma Lovell. Known as Australia’s original Bleisure Coach, Emma helps business owners embrace the harmony of business + leisure so they can run sustainable, joy-filled businesses. She’s also a retreat expert, an in-demand speaker, and one of the incredible panellists at the Social Media & Marketing Conference 2025 in Melbourne.

I sat down with Emma for a chat about retreats, marketing differently, and why she literally changed her flight home from the US so she could be in the room on Friday 29 August 2025.

Q: Emma, for those who don’t know you yet, what exactly is “bleisure”?

Emma: Bleisure is the combination of business and leisure. Traditionally, the travel industry used it to describe tacking on a holiday after a work trip. But for me, it’s so much more than that — it’s about designing a pleasure life. That means making sure your business gives you freedom, inspiration and joy, not just endless work. When you prioritise rest and self-care, you actually have more energy and creativity for your business.

Q: Why do you see retreats as such a powerful business tool?

Emma: Retreats are the ultimate bleisure activity! They combine travel, connection, rest and self-care — and they give you incredible content and positioning for your brand. The first retreat I ran had just four people, but it was still profitable and created amazing marketing content. Every post, every story, every “behind the scenes” moment showed people the kind of business I was building — and it attracted exactly the right clients. Retreats are a business activity and a personal reset. That’s why I say they’re transformational.

Q: One of the themes at the Social Media & Marketing Conference is “doing marketing differently.” How does bleisure connect to that?

Emma: So often marketing feels like a chore — another thing on the to-do list. But when you approach it from a place of joy, when you’re literally sitting by a pool, or sharing the energy of a retreat, it becomes inspiring. The content flows because you’re enjoying yourself. Marketing is about humans connecting with humans — and bleisure helps you show up authentically, with more fun and ease.

Q: Why are face-to-face events like conferences and retreats still so important in 2025?

Emma: We need both hybrid and in-person experiences. Online learning and Zoom connections are great, but nothing compares to being in the room. The conversations at your table, the connections in the breaks, those little “aha” moments from another business owner — sometimes they matter more than the content itself. Conferences and retreats give you that high-touch connection you just can’t replicate online.

Q: You’ve said you actually changed your flight from the US to be at the Social Media & Marketing Conference. Why was that so important to you?

Emma: Because this conference matters. I know the calibre of the speakers, I know the wisdom in the room, and I know the energy Jenn attracts. Honestly, if I’m willing to change international flights, I think that tells you how worthwhile it will be! It’s not just about learning from the stage — it’s about the people sitting next to you, the friendships and collaborations that will grow from one day together.

Q: What do you hope attendees take away from your panel session?

Emma: I want people to walk away with a new way of thinking about marketing — that it can be fun, aspirational and even restorative. I want them to see retreats not just as “a nice extra,” but as a tool to build community, create powerful content, and position their brand differently. And most of all, I want them to remember: you deserve to build a business that brings you joy.

Join Emma at the Social Media & Marketing Conference 2025

Emma will be joining an incredible lineup of speakers on Friday 29 August 2025 in Melbourne CBD. This one-day event is your chance to learn practical marketing strategies, connect with brilliant business owners, and walk away inspired, motivated, and ready to grow.

🎟 Tickets are available now: socialmediaandmarketing.com.au/conference

If Emma can change her international flights to be there — what’s stopping you?