About Whatever it Takes

We have created the ‘go-to’ place for fitness lovers to experience products that were previously only available online. The products can be tried and tested at our Central London location.

Featuring collections sourced worldwide, our multi-brand product offering is unique and diverse, with a focus on clothing, footwear and accessories that are both functional and fashionable and cater perfectly to your fitness lifestyle.

We offer a bespoke shoe fitting service, where you can try footwear in-store, and test our excellent range of weightlifting footwear on a fully integrated in-store lifting platform. We also offer a bespoke measuring service for jump ropes, tailored nutritional advice and information about the best products for your individual needs.

Not only are we individuals with vast experience in sports retail and brands, but we all come from strong multi-sport and fitness backgrounds too. Our products are selected by athletes, for athletes and are all fully test-driven before they arrive on our shop floor.

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 feel good and they ultimately perform better. We want to help them achieve this.

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