Frasers Group has drafted in WIT Fitness’ original founders as it prepares to relaunch the gym and fitness specialist this summer in time to celebrate its 10-year anniversary.
The Sports Direct owner, which acquired the brand in January, said the return of Sam Kitching and Daniel Williams will “help restore the WIT brand and reconnect with the fitness community”.
To mark the milestone, Frasers Group said WIT “will return to its roots, focusing on creating experiences for consumers with physical activations throughout London, in celebration of training and fitness communities”.
It added that the fitness brand, which launched in 2014, will release a range of limited collaborative capsule collections across the the year ahead of its own-brand unisex products coming in early 2025.
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WIT Co-Founder Dan Williams 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”.
Co-founder Sam Kitching 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 Group chief executive Michael Murray added: “I’m looking forward to having Sam and Dan on board and leading the WIT brand with the support and guidance of Frasers Group.”
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