Profit Made Simple Flipping the Script: Dan Henderson on Identity, Offers & Freedom
In this special episode of Profit Made Simple, the tables turn - Coach Dan Henderson jumps into the hot seat on Shane’s Freedom Formula podcast. From bootstrapping a 30m² studio in Coogee to pioneering Australia’s first kettlebell certification and scaling education across 16 countries, Dan unpacks the decisive moves that shifted him from technician to CEO. You’ll hear the exact pivots that created real product–market fit, how proximity and environment accelerate growth, and why your relationship with money quietly dictates pricing, reinvestment and momentum. Dan also breaks down his “Heart, Head, Hands & How” framework, the identity shift required to lead, and the be -do–have approach that turns intention into outcomes. If you’re ready to raise your “baseline temperature”, ditch perfectionism, and lead with purpose, this one’s for you.
Our favourite quotable moments:
“Business is a mirror… it will tell you where your belief gap is.” - Dan Henderson
“Be the CEO now - your calendar should prove it.” - Shane
“Money is just a reflection of the value I give to the world.” - Dan Henderson
Resources:
Dan Henderson - Website, Instagram, Facebook and YouTube
About Guest:
Shane is the host of the Freedom Formula podcast, a business builder and interviewer who explores the mindset and mechanics behind creating time, income and lifestyle freedom.
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: identity, mindset, offers, product–market fit, proximity, leadership, money beliefs, technician to CEO, masterminds, functional training, failure to learning