Dialled-in w/ WIT Co-Founder Dan Williams

Some people talk about balance. Dan talks about priorities. One of WIT’s original architects, he’s the kind of guy who manages multiple projects, builds product lines, and still doesn’t skip a single training session. Not because it’s easy, it’s just how he is.

We caught up with him mid-session. A check-in on what keeps him moving, what building WIT from scratch really looked like, and why the new Axon™ collection isn’t just another fabric. It’s the result of a decade of obsession.

Jordan Shelley: Dan, how’s it going mate?
Dan Williams: Good, how are you?
Jordan: Yeah, good. I can’t believe I’ve actually caught you in the country for once.
Dan: Yeah, I’m back for a while now. I’m down at Manor. They’ve got a sled there. You know I love a sled.
Jordan: Trying to retain that world record then?
Dan: Trying to retain that world record, yeah.
Jordan: Mate, I don’t know how you do it. How do you find the time to train?
Dan: Yeah, it’s pretty hectic, but I think you and I are the same. Everywhere I go, I build it around training. It’s kind of a non-negotiable.
Jordan: No, I get that. I guess you’ve been at it since day one, haven’t you? Must be weird seeing WIT evolve to what it is now.
Dan: I think the exciting thing about WIT this time around... By the way, you caught me on the bike, so if I start panting I’ll take the resistance down a bit... The exciting thing is the focus on clothing. We’re going above and beyond on everything. From fabric, to factory, to fitting.In my opinion, Axon™ is the best all-round training product there is.
Jordan: So what’s next?
Dan: Next, we’re launching women’s tights, training shorts, tight shorts, and a women’s bra. Then in August, we’re finally bringing back our kind of famous men’s shorts. People have been demanding them. I think the customer is going to see WIT in a completely new light.
Jordan: Talking of evolution, I’ve seen your training change a lot over the years. What’s it like now?
Dan: It’s a bit of a stereotype of me these days. I’m on the sled now. Didn’t even know what that was a couple of years ago.But I’ve always trained. Literally all my life. It’s just routine. Nothing’s really changed from 20 years ago. I still do a lot of CrossFit. Just fewer horrible squat snatches now. A lot more sled. More running too.
Jordan: Alright mate, I’ll let you get back to training.
Dan: Yeah, I’m panting now.
Jordan: Take it easy.
Dan: Thanks mate, bye.

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