WIT Fitness has announced the return of its original founders as the brand prepares for a major relaunch this summer.
The expert training retailer, acquired by Frasers Group in January 2024, has welcomed back Sam Kitching and Daniel Williams, who will once again lead WIT in partnership with Frasers Group.
This comes on the eve of a seminal milestone for WIT, as the brand will celebrate its 10-year anniversary this summer by executing a planned relaunch into the health and fitness space.
The duo’s return has been hailed as a move that will help WIT reconnect with its community ahead of the landmark occasion.
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.”
WIT celebrates its 10th anniversary this August, marking a decade of fitness that saw WIT take centre stage as one of the most collaborative training brands in the industry.
The brand has worked with iconic industry leaders including Nike, Reebok, Under Armour, Puma, Adidas, and Represent, as well as a cast of innovative newcomers to grow the global training movement.
As part of WIT’s relaunch, the brand will return to its roots, focusing on creating experiences for consumers with physical activations throughout London, celebrating training and fitness communities.
Throughout the remainder of 2024, WIT will launch a range of limited capsule collections in collaboration with other brands, ahead of its own range of unisex products, which are expected to hit online shelves early in 2025.
Fellow co-founder, Sam Kitching, added: “The UK’s training communities have evolved so much since we first launched 10 years ago. Whether it’s 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.”
With scores of huge brands such as Sports Direct, House of Fraser, Everlast, Jack Wills, and Slazenger in its portfolio, Frasers Group has extensive experience in retail.
It’s this deep expertise in sport and fitness that CEO Michael Murray believes will benefit WIT. He said: “I’m looking forward to having Sam and Dan on board and leading the WIT brand with the support and guidance of Frasers Group.”
Both Sam Kitching and Dan Williams have acquired a majority stake in the business through Friday&, a brand house of which Sam is a Managing Partner.
They will be joined by Nic Carter, a partner at Friday& who was previously European Finance Director at NOBULL, on the Board of Directors.
