Play tug of war with a favorite toy and really get the dog interested. If you drop the toy or toss it a very short distance away, the dig will almost certainly bring it back to you so that you can continue the play. When he does so, praise him and continue the play as a reward.

After another 30 seconds of continued play, toss the toy a wee bit farther and say "fetch" or "go get it" or whatever retrieval command you want. Say it in an encouraging voice at first, so it just sounds like you are encouraging the game and so that you don't startle the dog into staring at you instead of the toy. When the dog brings the toy back to continue the game, provide warm praise and maybe a quick pet and then play tug of war for a few more seconds.

Keep extending the distance you toss the toy, and remember to say the retrieval command every time you toss it. Be sure to end the training session before the dog gets bored and refuses to bring you the toy.

After a sessions or two of this mild training, initiate the training without the tug of war. Get the same toy, show it to your dog and throw it while giving the retrieval command. Most likely the dog will be thrilled to play and go and bring you the toy. By now you should be saying the retrieval command in a more assertive voice so that it is clear you are giving a command (don't bark it out like a scolding, but be clear, pleasant and firm).

The next step is to throw other objects that are appropriate for retrieving so that the dog learns that whenever you throw something and say "fetch" that he is supposed to go get it and bring it back. Retrievers are full of energy and love to play, so this should be a pretty easy thing to teach.

Something else to work on:
The "release" command. While tug of war can be fun, you don't want everything that goes into the dogs mouth to have to be pried away from them. When the dog retrieves something for you, say "release" firmly and then take the item away. Don't tug for a long time, as that is seen as playing. If need be, put one hand over the top of the dog's muzzle to get them to open their mouth right as you say "release". As soon the dog lets go, praise them a moment and then resume tug of war or retrieval play so that the dog gets to continue having fun after obeying.

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