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Nigel TAYLOR Published
January 31, 2025
Frasers Group has acquired CrossFit and WIT Fitness, the specialist gym and fitness-wear group, for an undisclosed sum.
The Sports Direct owner said the acquisition includes the group’s assets and intellectual property of the St Paul’s, London-based business.
James France, the group head of acquisitions at Frasers Group, said: “This acquisition supports our ambition to be a world-leading sports retailer, by bringing another elevated sports brand into Frasers Group’s diverse ecosystem. We look forward to investing in the future success of this globally recognised brand.”
WIT’s comprehensive operations include CrossFit athletic apparel and equipment, while providing gymnastics and endurance training to a dedicated community. The business comes with around 15 staff across gym and retail.
Frasers Group, which has been on an acquisition spending spree in recent years mostly across fashion brands, sees the WIT purchase as fitting in well with its expanding and modernising Sports Direct ops. Many of Fraser Group’s building acquisitions in key cities include major plans for the sports brand.
Of late, Sports Direct will or has opened new-style flagship stores in Liverpool, Belfast's Boucher Retail Park and Braehead Centre retail park on the outskirts of Glasgow, as well as flagships in Birmingham, Manchester and London.