Becoming the CEO: Sales, Scaling & Freedom with Shane Da Costa

What does it really take to move from busy PT to visionary CEO?

In this episode of Profit Made Simple, Coach Dan Henderson sits down with entrepreneur and sales powerhouse Shane Da Costa to unpack how rejecting “good” is the only path to “great”. From early days at City Gym and Fitness First to launching Heart Smart and scaling it to eight figures during COVID, Shane shares how identity shifts, imperfect action, and a service-first approach to solving real problems unlocked momentum.

You’ll hear the simple framework he uses in any industry - attraction, conversion, fulfilment - how to step from technician to true CEO, and why pairing a big-picture “visionary” with a rock-solid “integrator” changes the game. They dive into limiting beliefs, embracing uncertainty, and the mantra that carried Shane through the toughest seasons: “I can. I will. I must.” If you’re ready to stop playing small, build leverage, and design a life that matches your values, this yarn will light a fire under you.

Our favourite quotable moments:

“You'll never outperform a negative self-image.” – Shane Da Costa

“There's a valley between what you want and what you do.” – Shane Da Costa

“In times of change, learners inherit the earth… while the learned find themselves perfectly equipped to live in a world that no longer exists.” – quoted by Shane Da Costa (Eric Hoffer)

Resources:

Dan Henderson - Website, Instagram, Facebook and YouTube

About Guest:

Shane Da Costa is an entrepreneur and sales leader who scaled Heart Smart to eight figures by mastering attraction, conversion, and fulfilment. Today he helps people transition to location-independent income and greater autonomy through the Freedom Academy.

About Dan:

Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple.

Related: sales, scaling, identity, limiting beliefs, comfort zone, uncertainty, entrepreneurship, freedom, remote work, health tech, personal growth