#114 | Dan Williams | Creating The Most Famous CrossFit Gym In The World

The Modern Mind

In this episode, Fergus is joined by Dan Williams, Co-Founder of WIT Fitness.

10 Years ago, Dan and his co-founder, Sam, took a huge risk and moved to London to start their own fitness retail brand. Fast forward a few years later and WIT had become one of the biggest fitness and Crossfit brands in the world having worked with global companies such as Nike, Adidas and Reebok.

In 2020, the world changed, and like many other businesses, WIT had to adapt. After gaining more investment, resulting in Dan losing strategic control of the business, he made the very tough decision to leave WIT and pursue different opportunities. However, in January 2024, WIT was acquired by Frasers Group and Dan is now back involved with a majority stake to help relaunch the brand and reconnect with the evolving fitness community.

Fergus and Dan discuss the journey to starting WIT, overcoming the many challenges of starting a business in such a competitive space, the evolution of the fitness industry, why the fitness community is so important to Dan, where he sees WIT in the next 5 years, and much much more…

Expect to appreciate the risks of starting a business.

Expect to learn more about the fitness industry.

Expect to reflect on your priorities.
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