June 14, 2021
WIT Becomes Global CrossFit E-Commerce and Retail Partner
By CrossFit
"WIT, a retailer that grew up in the CrossFit community, shares our vision of transforming 100 million lives through CrossFit. We are delighted to partner with WIT." —CrossFit CEO Eric Roza
"WIT, a retailer that grew up in the CrossFit community, shares our vision of transforming 100 million lives through CrossFit. We are delighted to partner with WIT." —CrossFit CEO Eric Roza

WIT Fitness and CrossFit, LLC today announced a global e-commerce and retail partnership in which WIT will operate an official online CrossFit store, sell CrossFit-branded gear at its flagship London store and future physical locations globally, and have a retail presence at the CrossFit Games and other CrossFit events. WIT will become a sponsor of the CrossFit Games, and it will have an on-site retail store at the Games and Semifinal events. WIT will also support CrossFit with future in-house products. 

Dan Williams, founder of WIT Fitness, says, “WIT stands for ‘Whatever It Takes.’ We believe that training changes lives, and we want to change as many lives as possible. The CrossFit methodology and community have been doing this for over 20 years, so we are perfectly aligned in our values and our desire to promote fitness for all. Our newly formed partnership with CrossFit will enable us to cater for a whole new market of consumers across the globe.”

CrossFit CEO Eric Roza says, “WIT, a retailer that grew up in the CrossFit community, shares our vision of transforming 100 million lives through CrossFit. We are delighted to partner with WIT to create a first-of-its-kind CrossFit online retail experience, as well as offering CrossFit-branded merchandise in its London location and at major CrossFit events.”

WIT was founded in 2015 by former amateur athlete Dan Williams and sports retail expert Sam Kitching. WIT operates in multiple international markets, selling branded training footwear and apparel through its e-commerce platform, as well as its standalone brick-and-mortar store in London St. Paul’s. WIT has deeply ingrained itself in the international training community as the go-to commercial destination and experiential retail leader. Through the partnership, both brands will deepen their customer connections and provide new opportunities for innovative collaborations and events.

E-Commerce Offering: WIT will leverage its experience as the world’s leading fitness e-commerce store to create an online CrossFit store to sell CrossFit-branded apparel and other merchandise. WIT will ship globally and integrate their localized distribution in the U.S., EU, U.K., and future operations in Asia Pacific and South America to offer truly global reach and access for the CrossFit consumer. 

Flagship London Store: WIT’s unparalleled access to brands, athletes, and personalities in the sport has allowed it to create one-of-a-kind, immersive experiences for the training consumer at its physical hub in the heart of London, U.K. WIT’s retail store in London will give customers the opportunity to explore, touch, and try on CrossFit gear in person. WIT also has the opportunity to create custom retail stores at the CrossFit Games, future CrossFit events, and future physical locations globally.

“We’ve welcomed thousands of gym-goers through our London site, and hundreds have flocked to our pop-up stores, so there is a real desire for experiential activation,” Williams says. “Whilst we don’t heavily rely on bricks-and-mortar stores, we still want to bring exciting, engaging, and exclusive experiences to the consumer. To now be able to do this alongside CrossFit is even more powerful.”

To find out more and discover collections, visit: www.wit-fitness.com.

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