WIT Fitness Founders Return, Ready Relaunch

WIT Fitness

WIT Fitness is back in action.

The news: Founders Sam Kitching and Daniel Williams are teaming with Frasers Group to relaunch the fitness apparel company.

The duo acquired a majority stake to “restore” the brand just four months after Frasers bought WIT.

Work in progress. WIT’s former London gym and retail arm, alongside partnerships with CrossFit and HYROX, forged a strong community in competitive fitness.

Eyeing expansion, revenue surged 5x in 2022 as its customer base reached 400K. However, market challenges and mounting losses forced it into administration this year.

Enhancing its portfolio, Frasers enlisted WIT’s co-founders to roll out experiential activations and clothing collaborations before expanding own-brand apparel. Currently under wraps, a physical site is also planned.

Getting Physical

Supercharged, the sport of fitness is providing brands new ground to grow.

  • Leveraging its 90K global community, F45 signed on as HYROX’s official training partner, while PUMA tied up with the fitness race on exclusive apparel.
  • Optimum Nutrition became title sponsor for Fitness First UK’s annual TraX Games, the brand’s in-house fitness competition.
  • In January, CrossFit named rucking outfitter GORUCK its apparel & footwear sponsor.

Meanwhile, selling fitness as a lifestyle, sportswear giant Nike launched boutique training studios last year.

Looking ahead: Returning to a crowded market, WIT is betting on a combination of apparel and IRL activations to tap into the growing training community. Taking no chances, Frasers Group’s network and expertise could prove vital as it explores physical expansion.

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