The Business of Fitness Podcast

In this episode Dan Williams explores how goal dilution contributes to the identity crisis in Exercise Physiology and shares how defining what EPs don't do can help the profession stand out.

5 things you'll learn in this episode:

• Why Exercise Physiologists struggle with public recognition and a clear professional identity.
• How goal dilution weakens the perception of Exercise Physiology for clients, referrers, and allied health...

Today we bring you an episode of the Kinetic Careers podcast with Jeremiah PEIFFER.

Dan Williams was lucky enough to be invited by Jeremiah for the very first episode of his podcast, which helps sport and exercise science students and graduates to develop their career.

Jeremiah and Dan had a wide ranging conversation where they covered:

• Dan's pathway through exercise and sports science
...

If you are an online coach, or you program for your clients, this is for you.

In this episode, Dan Williams talks about the very real threat that AI is bringing to people who provide programs for their clients. 

Dan explores how AI is transforming exercise programming, why online coaches face potentially career ending risks, and how fitness professionals can pivot to protect their careers in the AI-driven future.

5 things you'll le...

Summary: In this episode Dan explores why business owners should stop measuring success only by money and start valuing time as their true currency, helping you design a more profitable and balanced business life.

4 things you'll learn in this episode:

1. Why revenue and profit can be misleading measures of business success

In this episode Dan Williams explores the six essential sections every fitness business website needs and the psychological strategies you should include to convert more leads into paying clients.

Check out the demo websites Dan has built to accompany this episode.

Let Dan help you build a be...

Like a lot of poeple, Ben Luckens from Life's Peachy FIT has a great conversion rate when his leads come in for a trial.

But the issue is actually getting them in the door.

In this episode, Ben asks Dan about his strategies for less ghosting and more conversions.

You'll learn:

• Why adding friction can actually improve lead qu...

Dan explains a simple client reactivation system for fitness businesses, show how to track resurrection rate, and share easy steps to win back ex-members.

5 things you'll learn:

• How to build a list of ex-clients and calculate a monthly res...

In this episode Dan shares the one-page marketing plan he recommends to every fitness business he mentors, focusing on 11 proven marketing areas that consistently drive long-term growth without chasing fads.

Download a PDF version of the one page marketing checklist here.

Dan spoke with three leading fitness business owners to discuss their top five books for fitness business owners.

Jake Morgan, Ben Major and Scott Hook give us their most impactful and business-changing book recommendations.

The boys also discuss their reading habits, and why reading (or listening) to books has been instrumental in every level of their success.

Add these to your wishlist!

J...

In this episode Dan breaks down how he'd build a fitness business from scratch in 2025, including the exact model, setup, pricing, and marketing he'd use if he were starting again.

What you'll learn in this episode:

• Why Dan would start by designing his ideal lifestyle before building the business
• The overlooked role of community in delivering long-term client results
• How he would st...

This is part two of a conversation between Tim Karajas and Dan on the Extension Fitness podcast. 

Tim and Dan we explore how to improve retention by helping our clients and members build long-term exercise habits within your business. They talk about practical strategies and mindset shifts you can use to turn your customers into life-time exercisers.

We work so hard to increase retention rates in our bus...

Dan was recently interviewed by Tim Karajas on the Extension Fitness podcast. This is part one of a two part conversation between Tim and Dan.

Today, you'll hear Tim ask Dan about whether there are clues he can pick up on when first speaking with a business owner that let him predict whether a fitness business will be successful.

Dan talks about the importance of being unique, how to test n...

Dan Williams explores nine powerful ways fitness business owners can stand out by being truly different, because in today's crowded market, being better isn't enough. For each area of differentiation we'll look at a well known business case study, and Dan will brainstorm some unique fitness business ideas.

5 things you'll learn in this episode:

• Why competing by being 'better' traps you in a red ocean, an...

In this episode, Dan explores how successful fitness professionals are building multiple income streams. He covers real-world examples, lessons from failed ideas, and a repeatable framework to help you test your own.

Dan is joined by Bodie Webster from Intent Strength and Fitness, Jake Morgan from Habitual Strength and Conditioning, Aidan Dawson from CrossFit Access, Lucia Tennant from Formotion Physio, Scott Hook from Vasse Streng...

Today we're talking about how to create better videos for your fitness business. 

In the first half of the episode, you'll hear Dan talking to professional videographer, Bruce Garrod from Gingerbeard Media. This was part of a webinar he ran for the business owners he mentors.

Bruce teaches us how to create better video content with our phones. He covers the fundamentals of filming, lighting, audio, framing, composition, camera tech...

Here's something very different from my usual stuff.

Here's something I wrote for myself to help me 'work out life'.

It helped me.

Maybe it can help you too.

I cover:

• The role of pain and suffering in life. How do I remove them? Should I remove them?
• How can I balance ambition with contentment? Striving with settling? Journey an...

In this episode, I explore how Jesse from Bloom Allied Health consistently converts short-term trial clients into loyal, long-term customers, sharing her proven strategies to double client conversion rates.

5 things you'll learn in this episode:
- How Jesse consistently converts 30–50% of trial sessions into long-term paying clients—double the industry average.
- Three practical strategies to effectively turn short-term or trial cl...

In this episode, I explore how Grant Hancock built a thriving fitness business with a 167-person waiting list by uniquely positioning his services, overcoming burnout, and balancing growth with life priorities.

5 things you'll learn:
- How Grant created overwhelming demand in a regional location with minimal competition.
- The hidden downsides of rapid business growth—and how to handle them.
- Practical strategies to use scarcity e...