In this episode, Ben Luckens interviews Dan about why remarkable client experiences will become a major competitive advantage for fitness businesses in the age of AI.

This episode covers some of the topics from the 2026 Perth Fitness Business Client Experience Workshop. Learn more about that here.

Dan explains why businesses need to move beyond simply delivering a service and start creating experiences that make people feel something and give them stories to share. They discuss experience marketing, the value of doing things that do not scale, and how better member experiences can improve retention, referrals and revenue.

Dan also breaks down his one-size-fits-all, one-size-fits-some and one-size-fits-one approach, and explains why the employee experience will become just as important as the client experience.

In this episode, Dan Williams explains how personal trainers can design a PT session that clients remember, value and talk about.

(it's also a summarised 'sneak peak' of the upcoming 2026 Perth Fitness Business Client Experience Workshop)

He walks through how to map every client touchpoint, identify the pits that damage trust, improve the forgettable parts of the session and create a small number of memorable peaks.

Listeners will learn how to use intended feelings, intended stories, benchmarking and the Ten Star Thought Experiment to improve client retention, referrals and the overall personal training experience.

Learn more: 2026 Perth Fitness Business Client Experience Workshop

I'm proud to use this episode to announce the 2026 Perth Fitness Business Client Experience Workshop: https://gobsmack.com.au/fitness/

The Perth Fitness Business Client Experience Workshop is a practical, 12 hour event to help fitness business owners design a more remarkable client experience.

You'll work with myself (Dan Williams) and my team to design a jaw-dropping client experience strategy that helps your fitness business become the one clients remember, return to and recommend.

We are capping this event at 15 attendees, tickets $1497 each. Afterpay is available.

Learn more at: https://gobsmack.com.au/fitness/