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WIT Fitness Relaunches with Frasers Group: A New Chapter in Fitness Innovation

WIT Co-Founder_ Sam Kitching

WIT Fitness, the specialist training brand acquired by Frasers Group (“Frasers”, “the Group”) in January 2024, today announced the return of its original founders, Sam Kitching and Daniel Williams, who will lead WIT in partnership with Frasers Group.

The return of the founders will help restore the WIT brand and reconnect with the fitness community ahead of its planned relaunch this summer to mark its 10-year anniversary.

Dan Williams, WIT Co-Founder, said: “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 the Frasers group”.

WIT celebrates its 10th anniversary this August; a decade of fitness that saw WIT take centre stage as the most collaborative training brand on earth, working with iconic brands including Nike, Reebok, Under Armour, Puma, Adidas, and Represent, as well as a cast of innovative newcomers to grow the global training movement.

As part of WIT’s relaunch and 10-year anniversary, WIT will return to its roots, focusing on creating experiences for consumers with physical activations throughout London, in celebration of training and fitness communities.

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

Sam Kitching, WIT Co-Founder comments, “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.”

WIT will benefit from Frasers Group’s extensive retail experience and deep expertise in sport and fitness, with CEO Michael Murray commenting: “I’m looking forward to having Sam and Dan on board and leading the WIT brand with the support and guidance of Frasers Group.”

Sam and Dan acquired a majority stake in the business through Friday&, a brand house of which Sam is Managing Partner.

Friday& Nic Carter, Friday& Partner and previously European Finance Director at NOBULL, will join Dan and Sam on the Board of Directors.