WIT Fitness is a multi-brand experiential
retailer in central London that was
founded in 2016 to harness the
rapidly growing functional fitness
community – and to create products
and experiences that best serve it.
WIT Fitness is a multi-brand experiential retailer and gym in central London that was founded in 2016 to harness the rapidly growing functional fitness community – and to create products and experiences that best serve it.
Sara Sigmunsdottir repping WIT’s spring collection on the February 2022 cover of Women’s Fitness
WIT are one of very few brands globally to have co-branded Nike apparel
5X World’s Fittest Man Mat Fraser and his HWPO team after a rooftop workout at WIT HQ, London
WIT have collaborated on exclusive CrossFit shoes with Reebok, Puma and NoBull
WIT’s retail pop-up and brand activation at CrossFit Festival Wodapolooza in Miami
The Reebok Legacy Lifter WIT collab, launched in July 2021
Men’s Health magazine rates WIT’s London flagship as one of the world’s best gyms
Sara Sigmunsdottir repping WIT’s spring collection on the February 2022 cover of Women’s Fitness
WIT are one of very few brands globally to have co-branded Nike apparel
5X World’s Fittest Man Mat Fraser and his HWPO team after a rooftop workout at WIT HQ, London
WIT have collaborated on exclusive CrossFit shoes with Reebok, Puma and NoBull
WIT’s retail pop-up and brand activation at CrossFit Festival Wodapolooza in Miami
The Reebok Legacy Lifter WIT collab, launched in July 2021
Men’s Health magazine rates WIT’s London flagship as one of the world’s best gyms
VGC’s investment
Evaluating the rapid growth of health and wellness – and functional fitness training in particular – VGC’s industry intel pointed towards an opportunity for a credible experiential retailer to connect the cult-like community and authenticate the major sportswear brands wanting to tap into it. WIT was that brand in the UK, punching (or rather, lifting) well above its weight to partner with the likes of Nike, Adidas, Reebok, Puma, Under Armour and NoBull on exclusive launches and co-branded products.
With VGC’s £2m investment in 2019, WIT was able to develop its own in-house apparel line to capitalise on the rapid rise of athleisure and dressing head-to-toe for the gym (with people often staying in workout clothes before and after). In a show of strength, WIT also signed one of the world’s fittest athletes, Sarah Sigmundsdóttir, as a brand ambassador and investor. In late 2021, VGC followed its initial investment to expand WIT globally as its community has grown to over 400,000 across 135 countries.
Matt Brewster, WIT CEO
“As an investor, VGC have been like the perfect
training partner – spotting us with support
whenever needed, challenging us to do more
than we thought possible, and encouraging
us every step of the way.”
Matt Brewster, WIT CEO
“As an investor, VGC have been like the perfect training partner – spotting us with support whenever needed, challenging us to do more than we thought possible, and encouraging us every step of the way.”
Andrew Lister, VGC Partner and COO
“WIT is a great example of how brands can thrive when they build community and engage with that community in an authentic and meaningful way.”