Dan has spent 28 years in health and fitness, building a career at the meeting point of strategy and delivery. He’s the product leader who never left the floor, designing the experiences, and still teaching them.

As a senior product leader, he has led member experience and format strategy across a multi-country franchise fitness network spanning the UK, Ireland, and Spain. Earlier, across nine years at Digme Fitness, he ran fitness, digital, and talent, building scalable programmes designed to be delivered the same way by the hundredth instructor as the first.

Dan remains a working indoor cycling instructor, master trainer, and industry presenter – coaching the coaches and performing on stage and screen. His presenting credits include: International Fitness Showcase, Pure Energy, Solid Sound, Wexer (Denmark), Fitness Fiesta, Fit Fantastic, International Aerobics Week (Turkey), SATS (Sweden), including ‘Lose It’, a number-one selling fitness DVD for Universal Pictures, fronted alongside Olympic gold medallist Jayne Torvill. Most product leaders can’t hold a packed class; most instructors can’t write the strategy. Dan does both.

That instinct runs through everything he touches – frameworks over one-offs, playbooks over guesswork, experiences built to scale without losing their edge.

In the studio, that discipline becomes something riders feel: high performance, dynamic energy, and unwavering motivation. At the heart of it all is the music. Renowned for his curation, Dan builds each class track by track – a playlist that doesn’t accompany the ride, it drives it. And yes, the pink socks are intentional.

Today Dan works independently across consulting, cycling instruction, and training – helping operators and brands build fitness products and experiences that perform commercially and on the floor.

Push hard. Think sharp. Never settle.