Frasers Group is set to relaunch WIT Fitness after the brand’s co-founders regained a majority stake.
- WIT Fitness, a sports performance brand, was acquired by Frasers Group in January 2024 during a pre-pack administration.
- Co-founders Sam Kitching and Daniel Williams have bought back a majority share in the business through Friday&, a brand house where Kitching is managing partner.
- Frasers Group retains a minority stake, supporting WIT Fitness in launching physical activations in London and capsule collections.
- The relaunch coincides with WIT Fitness’s 10-year anniversary, aiming to fulfil its mission to impact lives through training.
The sports performance brand, WIT Fitness, is preparing for a significant relaunch after Frasers Group acquired its assets and intellectual property in January 2024 through a pre-pack administration. The co-founders, Sam Kitching and Daniel Williams, have now successfully purchased a majority stake in the company through Friday&, with Kitching serving as a managing partner. This strategic move marks a new chapter for WIT Fitness as it plans its relaunch this summer.
Frasers Group, while maintaining a minority stake, will collaborate with the brand’s founders to enhance WIT Fitness’s reach and influence within the UK’s training communities. i”The UK’s training communities have evolved significantly over the past decade,” remarks Kitching. He refers to the growing popularity of various training modalities, including CrossFit, Hyrox, and Pilates.
Daniel Williams, reflecting on the brand’s original mission, acknowledges the immense opportunity presented by the resurgence in interest towards training. “We see a real opportunity to fulfil our original mission, to help change people’s lives through training,” he noted, highlighting the collaboration with Frasers Group as a means to strengthen this mission.
The brand is set to roll out engaging physical activations across London, which are pivotal to its relaunch strategy. These activities are complemented by the introduction of a series of capsule collections ahead of the launch of their own-brand products, anticipated in the first quarter of 2025.
This relaunch also aligns with WIT Fitness’s 10th anniversary, a milestone that the brand aims to celebrate by reinforcing its commitment to enhancing individual fitness journeys through innovative partnerships and strategic market positioning.
The partnership between WIT Fitness’s co-founders and Frasers Group aims to revitalise the brand, supporting its mission to inspire fitness enthusiasts across various disciplines.
