Frasers Group has announced the relaunch of WIT Fitness, a sports performance brand.
- The brand’s original founders, Sam Kitching and Daniel Williams, have returned to lead the business.
- Frasers Group acquired WIT Fitness in January through a pre-pack administration.
- Kitching and Williams have purchased a majority stake via Friday&, a brand house.
- Physical activations and capsule collections will mark the brand’s 10-year anniversary.
Frasers Group has strategically relaunched WIT Fitness, a renowned sports performance brand, partnering with its original founders, Sam Kitching and Daniel Williams. This decision comes after Frasers Group acquired the brand’s assets and intellectual property in January via a pre-pack administration process, highlighting a significant corporate strategy aimed at rejuvenation and growth.
The return of Kitching and Williams to the helm signifies a strong leadership move, as they have reacquired a majority stake in the company through Friday&, a brand house managed by Kitching. Frasers Group maintains a minority stake, ensuring continued collaboration and support. Kitching expressed enthusiasm about the evolution of the UK’s training communities, noting the diverse range of disciplines such as CrossFit and Pilates that have gained popularity over the past decade.
Williams echoed this optimism, emphasising the surge in training across various modalities and the potential to fulfil their initial mission—changing people’s lives through training. The collaboration with Frasers Group is seen as a robust partnership, poised to leverage market opportunities effectively.
In celebration of its 10-year anniversary, WIT Fitness plans to initiate physical activations across London. Additionally, the brand will introduce capsule collections as a precursor to launching its own products by the first quarter of 2025, showcasing a strategic product development timeline.
Frasers Group’s collaboration with the original founders of WIT Fitness marks a pivotal step towards expanding the brand’s influence and market reach.
