WIT Fitness is set for a significant relaunch this summer under the guidance of its original co-founders and partial ownership by Frasers Group.
- The sports performance brand was originally acquired by Frasers Group in January through a pre-pack administration.
- Co-founders Sam Kitching and Daniel Williams have regained a majority stake in WIT Fitness.
- The brand plans to celebrate its 10-year anniversary with physical activations and new collections.
- Collaboration with Frasers Group aims to capitalize on the evolution of the UK’s training communities.
In a notable development, WIT Fitness, a well-regarded sports performance brand, is preparing for a substantial relaunch this summer. The relaunch will see the return of its co-founders, Sam Kitching and Daniel Williams, who have succeeded in reclaiming a majority stake in the business. Frasers Group, which had initially acquired the brand’s assets and intellectual property in January, will maintain a minority interest, marking the start of a new chapter for WIT Fitness.
Sam Kitching and Daniel Williams are poised to lead the business in partnership with Frasers Group, a collaboration that seeks to leverage both parties’ strengths. Williams remarked on the venture, noting that the increasing popularity of various training modalities presents a significant opportunity. “Given the ever-increasing popularity of training across different modalities, we see a real opportunity to fulfill our original mission, to help change people’s lives through training, this time in collaboration with the strongest possible partner in the Frasers Group.”
The relaunch comes at a strategic time, coinciding with the brand’s 10-year anniversary. As part of their forward-thinking strategy, WIT Fitness plans to roll out a series of physical activations across London and introduce capsule collections ahead of their own-brand products, which are slated to launch in early 2025.
Reflecting on the evolution of the training sector over the past decade, Kitching commented on the growth in disciplines such as CrossFit, Hyrox, and Pilates. He emphasized the significant expansion in the number of individuals who view training as a sport, which aligns with WIT Fitness’s mission to innovate and lead in this space.
The relaunch of WIT Fitness under its co-founders and in association with Frasers Group signals a promising new era for the brand.
