In this episode Dan Williams explores how goal dilution contributes to the identity crisis in Exercise Physiology and shares how defining what EPs don't do can help the profession stand out.

5 things you'll learn in this episode:

• Why Exercise Physiologists struggle with public recognition and a clear professional identity.
• How goal dilution weakens the perception of Exercise Physiology for clients, referrers, and allied health partners.
• Why defining what you don't do creates stronger positioning and clearer boundaries in a crowded industry.
• How choosing a niche and sticking to it leads to greater credibility, referrals, and brand differentiation.
• How EPs can shift from the red ocean of competition to the blue ocean of being in a category of one.

Today we bring you an episode of the Kinetic Careers podcast with Jeremiah PEIFFER.

Dan Williams was lucky enough to be invited by Jeremiah for the very first episode of his podcast, which helps sport and exercise science students and graduates to develop their career.

Jeremiah and Dan had a wide ranging conversation where they covered:

• Dan's pathway through exercise and sports science
• How the EP profession and ESSA have evolved
• The way Dan has designed his businesses around being a present dad and building a lifestyle not just an income
• The role of failure, networking and lifelong learning in career growth
• Practical advice for students and new grads on positioning themselves, building business acumen and creating remarkable client experiences in an AI-shaped future.

If you are an online coach, or you program for your clients, this is for you.

In this episode, Dan Williams talks about the very real threat that AI is bringing to people who provide programs for their clients.

Dan explores how AI is transforming exercise programming, why online coaches face potentially career ending risks, and how fitness professionals can pivot to protect their careers in the AI-driven future.

5 things you'll learn in this episode:

• Why AI-powered exercise programming is advancing faster than most fitness professionals realise.
• How real-time data from wearables, sleep, mood, and recovery can reshape training sessions instantly.
• The limitations of empathy and human connection as a defence against automation.
• Why online programming is becoming a commodity and what that means for pricing.
• How to pivot your business towards unscalable, in-person experiences that AI cannot replicate.

If you are in the business of exercise programming, everything is about to change. You may think that empathy and human connection is going to save you, but in this episode Dan shares a story that shows how difficult it will be to compete with AI.

Your action steps:

• Reassess whether online programming is your long-term career plan, given AI's rapid advances.
• Explore ways to integrate AI tools into your business as a facilitator, not a competitor.
• Build in-person, non-scalable experiences that prioritise connection and value beyond what AI can deliver.
• Educate clients on the unique benefits of human-led training and the experiential side of fitness.
• Begin shifting your offers towards services that are harder to commoditise, such as bespoke coaching or community-driven experiences.