Behind the scenes of WIT & The Fifth with Daniel Williams

This week, John and Adam sit down with Daniel Williams, founder of WIT and The Fifth.Dan shares his journey through CrossFit and how it shaped not only his training philosophy, but his entrepreneurial path. From spotting a gap in the market to building WIT into the leading functional fitness apparel retailer, we discuss the standout moments along the way, the key lessons learned, and the new direction WIT is taking as it evolves.We explore how the fitness and apparel landscape has shifted over the years — from the early days of functional training to the global force it is today — and what it takes to adapt and stay ahead in a fast-moving industry.Dan reflects on the highlights so far, the mindset behind building in performance-driven spaces, and what he’s learned from navigating change.The conversation also dives into his latest project, The Fifth, a performance-led workspace shaped by training and ambition. A space designed for people who take their fitness seriously and want that same focus reflected in their work and environment. Somewhere to train, work, and connect with others operating at a high level.A conversation about evolution, ambition, and building brands and spaces, with intent.We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!The Progm at https://www.instagram.com/theprogrm/

The Progm at https://www.instagram.com/theprogrm/Please share feedback and questions to: [email protected] version: https://www.youtube.com/@TheProgrmAcademy/streamsCome and join us live Mondays at 6pm GMT 7PM CET on the above link.We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!The Progm at https://www.instagram.com/theprogrm/

This week, John and Adam sit down with Alex Dunne from Concept2.Alex walks us through the history of Concept2, from its roots in innovative rowing oars to becoming a global gold standard in training machines found in gyms, boxes, and training centres worldwide.We explore Concept2’s ethos around product design, what inspires their approach to innovation, and how a relentless focus on performance and durability led to the development of the RowErg, BikeErg, and StrengthErg.The conversation dives into how Concept2 continues to innovate within rowing ergs, why building products that last has always been non-negotiable, and what sets their machines apart in a crowded fitness market.Alex also answers some questions regarding techniques on the ergs and if it is possible to game it to get some sneaky advantages.If you've used a C2 machine, there is something for you in this week's episode.We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!The Progm at https://www.instagram.com/theprogrm/

This week, John and Adam react to the confirmation of the Rogue Invitational location and discuss what it means for athletes, fans, and why Nando’s might need to stock up on chicken. They break down why the location matters and how it could influence preparation, logistics, and travel for those aiming to compete.They also unpack the latest Mayhem Classic invites, looking at which athletes accepted, who declined, and what those decisions might reveal about individual season strategies. Finally, they provide a fresh Open registration update, examining how numbers are tracking as we get closer to the first workout.The Progm at https://www.instagram.com/theprogrm/Please share feedback and questions to: [email protected] version: https://www.youtube.com/@TheProgrmAcademy/streamsCome and join us live Mondays at 6pm GMT 7PM CET on the above link.We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!The Progm at https://www.instagram.com/theprogrm/

This week, John and Adam break down the Open registration numbers so far and share their predictions on where final sign-ups might land as the deadline approaches. They discuss what the early data tells us about participation trends and how it compares to previous seasons.They also dig into the newly confirmed Semi Finals and WFP calendar, looking at how the schedule shapes the competitive year ahead and what it means for athletes at different stages of the pathway. They touch on the newly announced WFP prize money and how that could influence competition selection and season planning this year.The Progm at https://www.instagram.com/theprogrm/Please share feedback and questions to: [email protected] version: https://www.youtube.com/live/TvRZeXN3yeo?si=bv4JoN60IjA7iPzYWe have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!The Progm at https://www.instagram.com/theprogrm/

This week, John and Adam share their thoughts and predictions for 2026, starting with the Open, its popularity and how this year might shape up compared to previous seasons. They talk through the merging of athlete camps and the growing shift away from Europe, and what that could mean for the competitive landscape.They also discuss how they see the competitive season playing out, touch on the possibility of CrossFit being sold this year, and wrap up with a conversation around The Progrm programming the MAD Fitness Festival.The Progm at https://www.instagram.com/theprogrm/MAD Fitness Festival Registration link: https://competitioncorner.net/events/19407/detailsPlease share feedback and questions to: [email protected] version: https://www.youtube.com/live/5isU_fk7tsk?si=DxFdnD5MtXJCUvAoWe have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!The Progm at https://www.instagram.com/theprogrm/

This week, John and Adam sit down with Matias, CEO and founder of Velites, one of the most recognisable brands in functional fitness.Matias shares the origin of Velites, the mindset behind the brand’s “Made Not Born” philosophy, and what it really takes to build products in the functional fitness space.We dive into the evolution of Velites — from building jump ropes for friends at his local box to becoming the brand it is today, including sponsoring the CrossFit Games in 2025.Matias also gives an inside look at what Velites is building next, sharing highlights from 2025 and teasing new products and announcements coming in 2026.Whether you’re an athlete, coach, or someone who trains in functional fitness, this episode offers insight into building something meaningful, learning through failure, and staying committed to the process.Velites: https://eu.velitessport.com/The Progm at https://www.instagram.com/theprogrm/The Progrm Hyrox: https://www.instagram.com/theprogrmhyroxWe have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!The Progm at https://www.instagram.com/theprogrm/

This week, John and Adam turn their attention to the World Fitness Project Finals. With John on-site working alongside athletes and Adam following the competition remotely, they bring two complementary perspectives to the weekend. They recap the action, take a closer look at the programming, highlight key performances, and reflect on what the event did well, and where there’s room to improve, rounding out the conversation with some of the standout moments from the finals.The Progm at https://www.instagram.com/theprogrm/We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!The Progm at https://www.instagram.com/theprogrm/

This week, John and Adam break down a big weekend of racing, starting with the HYROX Elite 15 in Melbourne, unpacking the standout performances and key results. They recap The Crown competition, before turning their attention to Copenhagen to preview the World Fitness Project Finals. John & Adam run through the workouts and give their predictions on who will come out on top.You can find Adam at https://www.instagram.com/adam.gilesy/The Progm at https://www.instagram.com/theprogrm/The Progrm Hyrox: https://www.instagram.com/theprogrmhyroxThe Crown: https://www.instagram.com/theprogrmcrown/We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!The Progm at https://www.instagram.com/theprogrm/We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!The Progm at https://www.instagram.com/theprogrm/

This week, John and Adam sit down with our very first guest, Alfonso, Event Director of the MAD Fitness Festival, one of only two CrossFit Games Semifinals in Europe for 2026.In this episode, we explore Alfonso’s journey and the evolution of an event that has grown out of the Madrid Championship into one of Europe’s key CrossFit competitions. Alfonso gives us a behind-the-scenes look at what it takes to develop and deliver an event at the semifinal level, including the challenges, logistics, and vision required to make it happen.We discuss:Alfonso’s personal backstoryHis background in CrossFit and the wider fitness industryThe origins and history of the MAD Fitness FestivalWhat it takes to build, grow, and manage a major competitionHow an event becomes an official CrossFit Games SemifinalCrossFit events past, present, and how the landscape is evolvingWhether you're a CrossFit fan, athlete, or someone curious about how large-scale fitness events come together, this conversation offers insight into the people, process, and passion behind the sport.Please share feedback and questions to: [email protected] Fitness Festival: https://madfitnessfestival.com/MAD Fitness Festival Instagram: https://www.instagram.com/mad_fitness_festival/You can find Adam at https://www.instagram.com/adam.gilesy/The Progm at https://www.instagram.com/theprogrm/The Progrm Hyrox: https://www.instagram.com/theprogrmhyroxWe have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!The Progm at https://www.instagram.com/theprogrm/We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!The Progm at https://www.instagram.com/theprogrm/