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WIT Fitness is set to relaunch with its original founders, having been acquired by Frasers Group in January 2024.Following the acquisition, founders Sam Kitching and Daniel Williams will lead WIT in partnership with Frasers Group.
Frasers said 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.
WIT celebrates its 10th anniversary this August. The training brand has previously worked with brands including Nike, Reebok, Under Armour, Puma, Adidas, and Represent.
As part of WIT’s relaunch and 10-year anniversary, this year it will launch a range of limited collaborative capsule collections ahead of its own-brand unisex products coming in Q1 2025.
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.”
Sam Kitching, WIT co-founder, 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.”
Frasers CEO Michael Murray concluded: “I’m looking forward to having Sam and Dan on board and leading the WIT brand with the support and guidance of Frasers Group.”
