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WIT Fitness partners with CrossFit for ecommerce and retail

Tom Bottomley
15 June 2021

London based sportswear retailer WIT Fitness has announced it has signed a multi-year global ecommerce and retail partnership with CrossFit, which will see WIT operate an official online CrossFit store and sell CrossFit-branded gear in its own flagship London store and “future physical locations globally.”

WIT Fitness will also become a sponsor of the CrossFit Games and have a retail presence at the Games and other CrossFit events. The partnership enables WIT and CrossFit to better serve CrossFit’s global community of members, coaches, and owners across more than 12,000 affiliate gyms worldwide, along with millions of fans of the Crossfit Games.

Dan Williams, founder of WIT Fitness, said: “WIT stands for ‘Whatever It Takes.’  We believe that training changes lives, and we want to change as many lives as possible. The CrossFit methodology and community have been doing this for over 20 years, so we are perfectly aligned in our values and our desire to promote fitness for all.  Our newly formed partnership with CrossFit will enable us to cater for a whole new market of consumers across the globe.”

WIT was founded in 2015 by former amateur athlete Dan Williams and sports retail expert Sam Kitching, with a mere £10K start-up capital from Williams to establish a small, single retail outlet in Shoreditch, London.

In 2016 WIT secured £1m in crowdfunding and in 2019-2020 it secured £3.5m in private equity with VGCP.

WIT now operates in multiple international markets, selling branded training footwear and apparel through its ecommerce platform, as well as its standalone bricks and mortar store in London St. Paul’s.

It has hugely accelerated its online growth over the last 12 months, growing 120% versus last year and now shipping to 100-plus countries, with distribution hubs in the UK, EU and the US, and with APAC to follow later this year.

In 2022 WIT will be looking for a larger growth round of funding to build out its international digital footprint and “supercharge” its own label and add additional bricks and mortar sites.

Williams added: “We’ve welcomed thousands of gym-goers through our London site and hundreds have flocked to our pop-up stores, so there is a real desire for experiential activation. While we don’t heavily rely on bricks and mortar stores, we still want to bring exciting, engaging, and exclusive experiences to the consumer. To now be able to do this alongside CrossFit is even more powerful.”

CrossFit CEO Eric Roza commented: “WIT, a retailer that grew up in the CrossFit community, shares our vision of transforming 100 million lives through CrossFit. We are delighted to partner with WIT to create a first-of-its-kind CrossFit online retail experience, as well as offering CrossFit-branded merchandise in its London location and at major CrossFit events.”


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