The global interest in ayahuasca has grown dramatically over the last decade. What was once a little-known Amazonian medicine has become part of a broader conversation about mental health, personal growth, trauma recovery, and spiritual exploration. Yet behind the rapid growth of the industry are stories of individuals who entered the space from entirely unexpected backgrounds.
One of those people is Sam Believ, founder of LaWayra Ayahuasca Retreat in Colombia. Before ayahuasca became central to his life, he worked as an offshore engineer, earning a strong income and following what many would consider a successful career path. Today, he oversees one of the most highly reviewed ayahuasca retreats in South America, welcoming guests from around the world while advocating for a more accessible and practical approach to plant medicine.
From Offshore Engineer to Retreat Founder
Sam’s journey began far from Colombia.
Originally from Latvia, he worked in the offshore oil and gas industry, spending long periods at sea as a marine mechanical engineer. The job paid well, allowing him to buy the things society often associates with success: a house, a car, financial security, and a comfortable lifestyle.
Yet despite achieving those milestones, something was missing.
The happiness he expected never fully arrived.
Eventually, he left both his career and his relationship behind and began traveling through South America. What started as a temporary adventure gradually became a permanent relocation after he discovered Colombia and repeatedly found himself drawn back to Medellín.
Discovering Ayahuasca During a Difficult Period
At the time, Sam was struggling with depression and uncertainty about his future.
He knew he no longer wanted to return to his old career, but he also had no clear vision for what should come next. During this period, he encountered ayahuasca and decided to explore it.
His first experiences were powerful.
What initially attracted him was curiosity, but over time the medicine began helping him address deeper emotional challenges. More importantly, it gave him a sense of purpose that had been missing for years.
As he continued working with the medicine, a series of opportunities and coincidences led him toward retreat work. Looking back, he describes the process as one long chain of synchronicities.
Creating a Different Kind of Retreat
One of the reasons LaWayra has grown so quickly is its distinctive approach.
Sam openly acknowledges that he entered the world of ayahuasca with a highly practical and analytical mindset. Unlike many people who come from spiritual backgrounds, he approached the medicine as an engineer.
As a result, he designed a retreat environment that feels approachable even for people who may be skeptical of spirituality.
Participants are not expected to adopt specific beliefs, wear particular clothing, or embrace unfamiliar philosophies.
Instead, the focus remains on healing, safety, and personal growth.
This approach has attracted a wide variety of guests, including entrepreneurs, professionals, athletes, military veterans, and even professional fighters.
The Importance of Accessibility
One of Sam’s strongest beliefs is that ayahuasca should be accessible.
Many retreat centers charge prices that place the experience out of reach for average people. While some luxury retreats cost several thousand dollars per week, LaWayra has intentionally positioned itself as a more affordable alternative.
The philosophy is simple: reduce barriers to healing.
Price is one barrier.
Fear is another.
Complicated spiritual language can also discourage newcomers.
By keeping the environment welcoming and understandable, Sam hopes to make ayahuasca available to people who might otherwise never consider attending a retreat.
Lessons from Hosting Professional Fighters
One of the most unique recent retreats involved a group of professional athletes, including MMA fighters, wrestlers, and combat sports champions.
At first glance, they appeared intimidating.
Many arrived heavily tattooed, physically imposing, and carrying the unmistakable appearance of people accustomed to competition and conflict.
Yet the retreat revealed something very different.
According to Sam, they turned out to be some of the most emotionally open participants he had ever worked with.
As the week progressed, conversations became deeply personal. Vulnerability replaced toughness. Emotional sharing replaced competition.
The experience reinforced an important lesson: the people who appear strongest on the outside are often carrying significant challenges beneath the surface.
Combining Tradition with Modern Support
A key aspect of LaWayra’s model is balance.
The retreat works with an indigenous Colombian shaman from the Inga tradition whose family has worked with ayahuasca for generations.
The medicine is grown, harvested, and prepared according to traditional methods.
At the same time, the retreat incorporates modern preparation and integration practices.
Guests receive educational workshops, emotional support, structured sharing circles, and guidance before and after ceremonies.
This combination helps bridge the gap between indigenous wisdom and modern expectations.
Why Colombia Is Becoming a Major Destination
For years, Peru dominated the global ayahuasca conversation.
Colombia remained largely overlooked due to its international reputation and association with the drug trade.
Ironically, Sam believes this may have benefited Colombia.
Because the country attracted fewer psychedelic tourists, many traditions remained relatively protected from excessive commercialization.
Today, more travelers are discovering Colombia’s natural beauty, welcoming culture, and rich indigenous heritage.
As a result, ayahuasca tourism in Colombia continues to grow rapidly.
Learning to Avoid Burnout
Running a retreat center is often far more demanding than outsiders realize.
For years, Sam handled nearly every aspect of the operation himself. He facilitated retreats, managed logistics, supported guests, coordinated staff, handled marketing, and raised a young family simultaneously.
Eventually, the workload caught up with him.
He experienced severe burnout and found himself emotionally exhausted despite outward success.
The solution came through delegation, self-care, and allowing himself to become a participant in the healing environment he had built for others.
By stepping back and trusting his team, he was able to recover and regain balance.
A Vision Beyond Retreats
Although ayahuasca remains at the center of LaWayra, Sam’s long-term vision extends beyond ceremony itself.
He hopes to create a thriving community where people can stay longer, work remotely, focus on health, and continue integrating the lessons they learn during retreat.
Future plans include expanded accommodations, wellness facilities, co-working spaces, fitness areas, and additional opportunities for personal development.
The idea is simple: come for healing, but stay for the lifestyle.
Looking Forward
For Sam, ayahuasca is not just about extraordinary experiences.
It is about helping people reconnect with themselves, discover purpose, and build healthier lives.
His own journey—from offshore engineer to retreat founder—serves as a reminder that meaningful change often arrives through unexpected paths.
And as interest in plant medicine continues to expand worldwide, he believes the future belongs to retreat models that combine accessibility, authenticity, safety, and genuine care for the people they serve.
Listen to the whole podcast episode here: https://open.spotify.com/episode/6iNLCmilvsPmW5TOmp4VuV