Frasers Group to relaunch WIT Fitness

Sam Kitching and Daniel Williams, co-founders of WIT Fitness, have returned to the brand and will lead the business in partnership with Frasers Group as it prepares for the planned relaunch this summer.

Frasers acquired the assets and intellectual property of the sports performance brand in January in a pre-pack administration. It added to Frasers Group’s roster of sports retailers, such as Sports Direct, Evans Cycles, Everlast, USA Pro and Slazenger.

Headquartered in London, WIT Fitness employs around 30 staff members and has affiliations with 12,000 gyms worldwide under its high-intensity CrossFit programme. It also has its own training facility based in London’s St Pauls.

As part of the brand’s relaunch and 10-year anniversary this summer, it will roll out physical activations throughout London and launch a range of capsule collections ahead of its own-brand products launching in the first quarter of 2025.

Kitching said: “The UK’s training communities have evolved so much since we first launched 10 years ago. Whether this is CrossFit, Hyrox, Pilates or other disciplines, the number of people who see training as their sport has exploded.”

Williams said: “Given the ever-increasing popularity of training across different modalities, we see a real opportunity to fulfil our original mission, to help change people’s lives through training, this time in collaboration with the strongest possible partner in the Frasers group.”