The Business of Fitness Podcast

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...

Exercise Professionals shouldn't sell 'exercise' or even 'results'. To create positive, long term change, they need to deliver an EXPERIENCE. In this episode, Dan explains why the best business strategy is to be DIFFERENT, not better.

5 things you’ll learn in this episode:

• Why trying to be better isn't enough—and how being different creates your own category.
• How to write a Unique Selling Proposition (USP) that actually makes ...

Stories are the most powerful marketing tool we have for sharing ideas and experiences. In this episode, Dan shares the content from a presentation he's giving at the Exercise and Sports Science Australia National Conference in Hobart. He'll teach you how to craft and share stories to benefit your business, your career and the impact you have on the world.

5 things you’ll learn:

• Why stories outperform facts in driving behaviou...

In this episode Dan unpacks the six-step system he uses (and recommend to fitness business owners) for launching a successful fitness side hustle – from identifying real problems to testing and scaling the idea. This is based on the process we follow in the Fitness Side Hustle Project.

5 things you’ll learn in this episode:

Dan sits down with Renee Cabassi, who gets 80% of her new clients and members by being 'locally famous'.

Renee walks us through the actual steps she took to make her fitness business widely known and talked about in her local community.

This episode is extremely practical, and offers up clear and immediately actionable steps you can go out and take starting tomorrow.

If you want to create local buzz around your business, this is th...

In this episode I explore whether gym owners should add Hyrox training to their fitness business, by unpacking six key questions to help decide if it’s the right strategic fit.

6 things you’ll learn in this episode

• How to assess whether Hy...