In this episode, Dan Williams explores why traditional sales and discount-driven marketing make fitness business owners feel uncomfortable, and how shifting to an experience-focused approach can create trust, authenticity, and lasting client relationships.

5 things you'll learn:

• Why the 'sales and offers' model feels inauthentic and unsustainable for fitness professionals.
• How the most trusted brands win by creating experiences, not chasing sales.
• What an 'experience-focused approach' looks like in a fitness business, from first enquiry to ongoing service.
• How to design remarkable client touch points that make people feel valued, not sold to.
• Why genuine connection, care, and hospitality outperform every script or discount.

If you enjoyed this, you'll also enjoy the following, they're some of Dan's most popular articles and podcasts on topics similar to this one:

• Episode 79: 'The one page fitness marketing checklist. Just do these things.' Podcast | Article. You can also download a PDF of the checklist here.
• Episode 69: 'Delivering an Experience: The Strategy of Being Different'. Podcast | Article.
• Episode 74: 9 unique ways to make your business stand out (to get more clients)'. Podcast | Article.

In this episode Dan Williams sought out nine of the most successful fitness and health business owners of 2025.

He asked each of them to share their one biggest lesson that will carry them to more success in 2026.

You'll hear from Emily McPhillips, Jason Lim, Sam Cassells, Jake Morgan, Emily Moore, Jade Webb, Grant Hancock, Scott Hook, and Ben Luckens, as they share the lessons and decisions that shaped their year in business.

In this episode, Dan is a guest on Ben Lucken's podcast, where he sits down for a really wide ranging conversation about business mindset.

Benny asks Dan about how he thinks about building a life that aligns with your own definition of success.

They also discuss some of the frameworks Dan uses to think about the world, including:

• Why mindsets are trainable skills.
• The magic of 3-hour deep work blocks.
• The 7 words that define business success.
• The 4 Archetypes of happiness.
• How to balance journey vs destination.
• Why experience always beats technology.

They dive into Benny's journey with Life's Peachy FIT:

• The meaning behind the name.
• His rebrand away from F45.
• What's next as he launches franchise opportunities built around leadership, member experience, and genuine human connection in an AI treatment future.