It started with a Facebook ad on Brits in Dubai.
Will Dean, a.k.a. Big Willy, walked into a job interview in a shipping container in Al Quoz wearing a three-piece suit, sweating like a psychopath in a straitjacket. In true Dubai-style he landed the job.
Fast forward, and he’s the co-founder of GymNation, the UAE’s fastest-growing gym empire.
But success… always has a backstory.
And Will’s is soaked in grief, forged in fire, and written in blood on the tarmac.
Just weeks after losing his mother… and welcoming his newborn son into the world…
He was arrested.
Banged up.
Alone.
No time to grieve. No chance to bond. No light. No hope.
In the silence of a prison cell, with the weight of the world pressing down, he faced the kind of darkness most men run from.
But Will?
He didn’t run.
He transformed.
This isn’t a tale of fitness.
It’s a story of survival. Of identity. Of a man who lost everything and came back unbreakable.
Love him. Hate him.
He doesn’t care.
But underestimate him and you’ll find out just how dangerous resilience can be.
This… is the rise of Big Willy.
Bio
William Rasmussen-Dean is the Country Director for GymNation, the UAE’s largest gym chain, overseeing 15 locations and a team of over 300 employees. Joining the company as a sales executive with no prior fitness industry experience, he has played a pivotal role in GymNation’s rapid growth and success. Under his leadership, the company has expanded its membership base to over 120,000 members. His dedication to employee satisfaction and organizational excellence was recognized with the prestigious Rise to Success Award at the UAE Employee Happiness Awards in 2024. Rasmussen-Dean is committed to delivering world-class wellness experiences and fostering a positive workplace culture
Welcome to Transformation Lab DXB
Hosted by Nazia Khan and Norris Panton, Transformation Lab DXB, is your go-to podcast for mind, body, and health transformation. Each episode, we dive deep into real stories of growth, resilience, and breakthrough moments—because transformation isn’t just about change, it’s about evolution.
Through powerful conversations with experts, thought leaders, and inspiring individuals, we uncover the tools, mindset shifts, and habits that drive lasting success. Whether you’re navigating a setback or leveling up, this is your space to learn, grow, and take action.
New episodes every month. Ready to transform? Let’s get to work.
Recorded at @poddster in partnership with Norris Panton, @coach_khann and @gymnation_me in Dubai
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