While working as a law enforcement officer in the 1970s, Dennis Atkinson became fascinated with hypnosis, often watching hypnotists draw out forgotten details and suppressed memories from crime victims and witnesses. After retiring from the force, Dennis decided that he wanted to help people overcome their personal issues and began formal hypnosis training. During hypnosis sessions, Dennis accompanies his clients, who are lulled into a conscious state of relaxation, on journeys into their subconscious, offering suggestions to help them hurdle over stubborn mental blocks toward reducing anxiety, losing weight, quitting smoking, and solving intermediate sudoku puzzles. Dennis emphasizes that people can only undergo hypnosis if they choose to, and patrons are fully aware of their surroundings and the events that take place during each session.

Dennis Atkinson also combines hypnosis and visualization techniques with his life-coaching services to guide clients forward on the path to achieving their goals. He likens his role as a life coach to that of a traditional athletic leader, but he can safely travel outside of a tank of Gatorade to assist in career and health ambitions.