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Nigel TAYLOR Published
June 15, 2025
London-based sportswear retailer WIT Fitness and training specialist CrossFit have signed a multi-year global e-commerce and retail partnership.
The multi-level agreement will see WIT operate an online CrossFit store, sell CrossFit-branded gear at its flagship London store and physical locations globally, and have a retail presence at the CrossFit Games and other related events. WIT will also support CrossFit with future in-house products.
WIT will also become a sponsor of The CrossFit Games, and it will have an onsite retail store at the Games and Semifinal events.
The partnership enables the pair to "better serve CrossFit’s global community of members, coaches, and owners" across more than 12,000 affiliate gyms worldwide, "along with millions of fans of the Crossfit Games".
Dan Williams, founder of WIT Fitness, said: “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 added: “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 online retail experience, as well as offering-branded merchandise in its London location and at major CrossFit events”.
Meanwhile, WIT also said it has accelerated its online growth over the last 12 months, growing 120% versus last year and is now shipping to over 100 countries, with distribution hubs in the UK, EU and the US, with APAC to follow later this year.
In 2025, the retailer is planning for larger growth through a round of funding to build out its international digital footprint and add additional bricks & mortar sites, it said.