WIT Fitness, the specialist training brand acquired by Frasers Group in January 2024, has announced the return of its original founders, Sam Kitching and Daniel Williams. The founders will lead WIT in partnership with Frasers Group, aiming to revitalise the 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, expressed the brand’s mission, stating: “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, marking a decade of fitness that has seen WIT take centre stage as the most collaborative training brand on earth. The brand has worked with iconic companies including Nike, Reebok, Under Armour, Puma, Adidas, and Represent, as well as innovative newcomers, to grow the global training movement.
As part of WIT’s relaunch and 10-year anniversary, the brand will return to its roots, focusing on creating experiences for consumers with physical activations throughout London. These events will celebrate 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.
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Sam Kitching, WIT Co-Founder, commented on the evolving fitness landscape: “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 stating: “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& Partner Nic Carter, previously European Finance Director at NOBULL, will join Dan and Sam on the Board of Directors.
