‘The opportunity is not to create magic…but rather to create the conditions for magic to happen’



  • The optimistic rebels.
  • The big and the small.
  • Those who have been in business for decades.
  • Those who are just starting out.
  • Those who know culture comes from the heart, and not from a spreadsheet
  • Those who climbed to the top of their mountain, only to find they climbed the wrong mountain.
  • The underdogs who refuse to settle.

It's for those who are done with business as usual.

"My life has been marked by this course. Before Bonfire. After Bonfire.

— Former Bonfire Participant

The Heartbeat of Bonfire with Soul is 12 Unique Principles + 12 Burning Questions



See business through a whole new lens.

Explore 12 unique Principles over 7 weeks beginning Friday October 6th, 2023.


  • 7-weeks
  • Roughly 3.5 hrs of content to review each week (everything is recorded in case you miss something)
  • Launching Cohort III October 6th-November 17 ‘23


  • Masterclass style films, one for each principle (14-18 minutes per film)
  • 12 principles delivered with beliefs + stories + takeaways +  burning question + exercise (NEW)
  • Live weekly conversations with guest speakers for each principle (NEW)
  • Weekly ‘Thought Starters’ from ethnographer Peter Spear (NEW)
  • Live weekly instruction and Q&A with Duke


  • Two principles drop each Friday AM PST
  • Two weekly Guest Conversations Live (1-hr per session and all recorded) at 8AM PST
  • Friday instruction and Q & A Live with Duke (1-hr and recorded) at 8AM PST
  • Daily conversations and feedback on Slack

Connect with a global community of like-minded souls sharing unique perspectives


To date, approximately 1,000 participants from 35 countries and 6 continents.

The first two cohorts were a wildly eclectic bunch of folks. Not surprisingly, many of them had big hearts and an even bigger sense of curiosity. 

Course participants included executives (e.g. Patagonia, Apple, NIKE), artists, musicians, entrepreneurs, coffee baristas, designers, ceos, yogis, university professors, students, writers, engineers, film makers, stay-at-home parents, athletes, scientists and more.

"Duke is the gentle tap on the shoulder to remind yourself of your own greatness."

— Jian Pablico, Lululemon


Duke loves building bonfires with soul: powerful, emotionally charged brands that stand for something meaningful in the world.

Recently cited by Forbes as one of the top 50 Game-Changing CMO’s, Duke has spent the last 30+ years helping to build iconic global brands (NIKE, Seventh Generation, lululemon).

In addition, he has served in BOD and mentor roles with The Biomimicry Institute, 21c Hotels, Unreasonable Group, Healthy Child Healthy World and Love Your Brain.

A lover of nature, slow food, horsemanship and yoga, Duke and his family live on a small ranch in idyllic Ojai, CA along with horses, dogs, cats and chickens.

"Of the art that has impacted me greatly, I say to myself "I didn't know you could do that!" And of the guests in this course, I say to myself "I didn't know you could be that!" Amazing people who defy all expectations about what a life's journey can be."

— Chris Middings

Approximately 1,000 people have taken this course. Here's what they thought…

"A reframe on how to think about business. Not so much a course, but a series of questions to grapple with and find the answers for yourself."

"Duke's been around the block and understands that business isn't about spreadsheets and conventional ways to operate. It's about healthy engagement of employees and customers through creativity, moral ethics and wonder. Honestly, sign up for the next one, now."

"One of the more meaningful and profoundly impactful things I’ve listened to, watched, and learned from in a very long time. Incredibly inspiring."

"...A reminder that good shit really does exist in the world."

"While most courses are about drilling down, Bonfire with Soul is about opening up. This course will change you."


Why should I go for this course and not an established business school?
Good question. Put simply, if you want to learn about doing business with more soul, there is no-one better to show you how than Duke. In Bonfire with Soul, he consolidates his 30+ years of unlearning and learning, most of which he has found doesn’t take place in the classroom. Plus, this course is 0.03% of the cost of Harvard Business School.  

Why take this course now?
A recent study shows that the vast majority of people are not engaged at work, don't feel like they have a vibrant culture and would take a new job if there was the right offer. Yet when you have an engaged culture you can increase revenue four times. Duke will teach you how to build this.

Can I access this from anywhere?
Yes. That's the beauty of online courses.

Are there any prerequisites for this course?
Only a curious mind.

I’ve been in business for decades - is this for me?
Absolutely. There is always time to discover a better way.

I’m thinking of starting a business - is this for me?
Absolutely. This course will change your ideas around business from the outset. You’ll be hitting the ground running.

Are there any fees for my +1 guest?
Nope. They are there to enjoy the ride without any extra costs.

When will I have access to the course?
Course platforms and schedule will be communicated on Friday September 22nd.

We kick off with a live introduction on Friday October 6th at 8am PST, followed immediately by the first of two recorded drops.

What if I can’t make the live sessions?
No problem. We record them and they are available to watch ASAP, so you won’t miss a thing!

What happens if I am not technologically minded?
Join the club. But don’t worry. This is EASY. Once you have your password and login, it's just a matter of click and play.

What if I have questions during the course?
Great! We actively encourage people to reach out and ask questions. The best way to do this is through the Slack community we have set up for attendees. Duke and the Bonfire team are set to participate actively in the event, and we'll also be ready to answer your inquiries in our live Friday sessions.

What if I buy this course and don’t see the value?
We are here to help our community and provide incredible value. If this course isn't right for you, then we will give you a full refund up to 30 days after the course starts. No questions asked

I’d like my team to do this course - how do I go about that?
Great! Spread the love! Just drop us an email on info@bonfirewithsoul.com and we’ll sort something out.

An open letter to your boss.

If you would like to send a request for your business to pay for this course, we have written this letter for you to use. Please find template here.


Here's what matters most…

Our vision is to spark a revolution of new thought for what it means to be human and flourish in business. With this in mind, significant intention has been dedicated to creating the conditions for your journey to be truly enriching and abundant.

We're thrilled to announce that each ticket purchase now includes an extra admission for a guest of your choice – yes, you get to invite a +1. Supported by scientific research, collaborative paired learning has demonstrated a multitude of positive outcomes. Therefore, we wholeheartedly encourage all attendees to extend an invitation to a colleague, friend, or partner to join them!

Moreover, we highly value equal access to knowledge and education. Consequently, we have set aside a limited number of scholarships with careful consideration. If you're interested in learning more, we kindly ask that you get in touch via email at info@bonfirewithsoul.com


$499 USD

To redeem your unique +1 discount code, please email info@bonfirewithsoul.com

P.S. Our community is at the heart of what we do, and delivering exceptional value is our priority. If this course doesn't align with your expectations, we offer a full refund within the first 30 days after the course commences—no questions asked. In the spirit of transparency, approximately 1,000 individuals have participated in the course to date, with only 7 refund requests.

Ticket sales for cohort III are now closed.