The UK's most unique sports retailer?

Welcome to Whatever It Takes 

Are we the UK’s most unique sports retail outlet?

If we go by the definition of the word, it can be defined as one of or a combination of: Distinctive, Individual, Special, Quirky. What we have put together for the fitness community is definitely all of the above: It is individual because you will not find anything like it anywhere else, It is distinctive by it’s product offering, it is special because the first of its kind and it is quirky because we are merchandising with tyres, jump boxes and barbells! (

At our store location on Bow Lane in London, not only is it a multi-brand offering that the consumer will not find anywhere else but it is a chance for you to come and interact with and experience our products. Whether it is just to feel the clothing that you have only ever seen online, try and compare numerous Olympic lifting shoes or have the chance to measure up and test a bespoke jump rope, we offer all of this in store.

Featuring collections sourced worldwide, our multi-brand product offering is truly diverse, with a focus on clothing, footwear and accessories that are both functional and fashionable to cater perfectly to your fitness lifestyle. Whatever It Takes has been meticulously planned and created by individuals with considerable experience in sports retail and with sports brands. We also all come from strong multi-sports backgrounds ourselves.

Fitness is becoming a sport in its own right and we want to encourage and empower people to take part in this. When people look good, they grow in confidence and ultimately perform better. We want to help our customers achieve this. Visit us at our Bow Lane location ( or online at

Whatever It Takes.

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