WIT Fitness, a sports performance brand, is set for a significant relaunch under the guidance of its original founders.
- Frasers Group acquired WIT Fitness in January, preserving its assets and intellectual property.
- Co-founders Sam Kitching and Daniel Williams have regained a majority stake through Friday&, aligning closely with Frasers Group.
- WIT Fitness plans physical activations in London and new capsule collections to mark its 10-year anniversary.
- Frasers Group maintains a minority stake, supporting the brand’s ambitious growth strategy in fitness training.
In a strategic move highlighting the dynamic nature of business partnerships, WIT Fitness, a prominent name in sports performance, is on the brink of a significant relaunch. Following its acquisition by the Frasers Group in January, the brand’s original founders, Sam Kitching and Daniel Williams, have secured a majority stake through Friday&, a brand house where Kitching holds a key leadership role.
The Frasers Group acquisition salvaged WIT Fitness’s core assets and intellectual property after the company entered into a pre-pack administration. This manoeuvre not only underscores the resilience of the brand but also sets the stage for its revitalisation. The co-founders’ return embodies a renewed vision, aiming to leverage the brand’s foundational ethos while adapting to emerging trends in the fitness landscape.
Kitching and Williams articulate their forward-thinking approach, recognising the evolving nature of the UK’s training communities over the past decade. From CrossFit to Pilates, the spectrum of training disciplines has broadened, highlighting a burgeoning interest in fitness as a lifestyle choice rather than merely a pastime.
In line with its mission to enhance lives through training, WIT Fitness plans to captivate its audience with various initiatives. This summer, the brand will introduce physical activations across London and unveil capsule collections that precede a lineup of own-brand products expected in early 2025. These efforts reflect a concerted strategy to engage with their core demographic while expanding their market presence.
Frasers Group’s retained minority stake indicates a robust partnership intent on supporting WIT Fitness’s ambitious initiatives. Williams emphasises that their collaboration with Frasers represents a strong alliance, poised to drive their mission of transforming lives through comprehensive fitness solutions.
WIT Fitness stands poised for a transformative relaunch, leveraging its founders’ expertise and Frasers Group’s strategic support.
