Dan Williams is the founder of "Whatever It Takes" (WIT), a fitness apparel and equipment company based in London, UK. WIT is known for designing and producing high-quality clothing and accessories for athletes and fitness enthusiasts, as well as for its collaborations with popular fitness brands like Nike and Reebok.

Dan Williams is also a CrossFit athlete and coach, and he has been involved in the CrossFit community for many years. In addition to running WIT, he has competed in numerous CrossFit competitions and has coached athletes at all levels of the sport.