His passion for health and wellness among youth led him to found Fit University, a nonprofit organization dedicated to empowering children to make healthy food choices at home, at school and on the go. He has given numerous lectures on fitness branding and marketing throughout the United States and in countries such as Korea, Greece and Spain. He has also been featured in the New York Times, the St. Petersburg Times, the International Journal of Sport Management, the International Journal of Sports Marketing & Sponsorship and ACSM’s Health & Fitness Journal, as well as on Fox News. Williams served on the 2012 Super Bowl Host Committee and sits on the ACE Industry Advisory Panel.