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WIT Fitness founders return to relaunch brand in partnership with Frasers Group

Tom Bottomley
03 June 2024

Specialist training brand WIT Fitness, which was acquired by Frasers Group in January 2024, is relaunching this summer with its Founders Sam Kitching and Dan Williams back to drive the business.

The move comes following Kitching and Williams buying back a majority stake in WIT Fitness through Friday&, a brand house in which Kitching is a Managing Partner. Frasers Group has retained a minority stake.

The return of the founders will “help restore the WIT brand and reconnect with the fitness community” in its 10th anniversary year.

WIT Fitness has previously collaborated with brands including Nike, Adidas, Puma, Reebok, Under Armour and Represent.

Throughout the remainder of 2024, it will launch a range of limited collaborative capsule collections ahead the launch of its own brand of unisex products in Q1 2025.

WIT Fitness will also get back to its roots and focus on creating experiences for consumers - with physical activations planned throughout London - “in celebration of training and fitness communities”.

Michael Murray, CEO of Frasers Group, which has a strong foothold in the fitness sector through its Sports Direct stores and Everlast Gyms, said: “I’m looking forward to having Sam and Dan on board and leading the WIT brand with the support and guidance of Frasers Group.”

Dan Williams, WIT Co-Founder, commented: “As a brand we have always stood for those who have training as a central pillar of their lifestyle.

“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 Frasers Group.”

WIT Co-Founder, Sam Kitching, added: “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. We continue to understand this consumer better than anyone.”

Nic Carter, Partner of Friday& and previously European Finance Director at NOBULL, will join Kitching and Williams on the board of directors of WIT Fitness.

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