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07 Jun 2024
WIT Fitness set for relaunch as co-founders buy back majority stake
By Kath Hudson
WIT Fitness set for relaunch as co-founders buy back majority stake
WIT Fitness is set for a relaunch
Photo: WIT Fitness/Frasers Group
Co-founders of specialist gym and fitness wear company, WIT Fitness, have returned to the brand to lead the business in partnership with Frasers Group.

Retail giant, Frasers Group – owner of House of Fraser, Sports Direct and Everlast Gyms – acquired WIT in January from administrators RG Insolvency.

Now the co-founders, Sam Kitching and Daniel Williams, have returned to the business, buying back a majority stake through Friday&, a brand house where Kitching serves as managing partner. Frasers Group has retained a minority stake.

As part of the brand’s relaunch and to celebrate its 10th anniversary, WIT will roll-out physical activations throughout London in the coming months and launch a range of capsule collections ahead of an own-brand, unisex product launch in Q1 next year.

Kitching says: “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.”

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