Sports performance brand WIT Fitness has been revitalised by its co-founders in collaboration with Frasers Group.
- WIT Fitness was initially acquired by Frasers Group in January through a pre-pack administration process.
- Founders Sam Kitching and Daniel Williams have regained a majority stake in WIT Fitness through a partnership with brand house Friday&.
- Frasers Group retains a minority stake as the brand approaches its 10-year anniversary this summer.
- Plans include launching capsule collections and physical activations in London, with new products expected in early 2025.
Frasers Group acquired WIT Fitness, a renowned sports performance brand, in January during a pre-pack administration, aligning with its strategy to enhance its portfolio. The acquisition included the brand’s assets and intellectual property, setting the stage for potential growth opportunities.
In a strategic move, co-founders Sam Kitching and Daniel Williams have successfully reacquired a majority stake in the company, facilitated through their partnership with Friday&, where Kitching serves as a managing partner. This rekindled leadership underscores a deep commitment to the brand’s original mission.
The collaboration between WIT Fitness and Frasers Group sees the latter maintaining a minority stake, providing a robust foundation to relaunch the brand in a competitive market. This partnership is aimed at leveraging both entities’ strengths to revitalise WIT Fitness ahead of its significant milestone.
Celebrating its 10-year anniversary, WIT Fitness plans to introduce physical activations across London, a strategic move to re-engage with the local community and training enthusiasts. These activations are expected to create a buzz around the brand’s relaunch.
Additionally, WIT Fitness is set to unveil a range of capsule collections, which will lay the groundwork for the introduction of its own-brand products in the first quarter of 2025. This approach reflects a forward-looking strategy to capture the expanding market of sports training enthusiasts as highlighted by the evolving UK training communities.
The reinvigorated partnership between Frasers Group and the founders of WIT Fitness marks a promising chapter for the brand’s future growth and impact in the sports performance industry.
