WIT x CrossFit®

Our biggest move yet - Team WIT is proud to announce that we are now an official global e-commerce & physical retail partner of CrossFit®



WIT Fitness was born out of a desire to create a home for the global community of the training obsessed. Co-founders, Daniel Williams and Sam Kitching, saw the incredible, vibrant community that existed within the CrossFit® and wider training space, and set out to build a brand that would foster their passion for sport and ignite the passions of a whole new generation of the training obsessed. Team WIT is catalysed by the fundamental belief that training has the capacity to change lives. Through adopting a more active lifestyle, people can literally transform their mental and physical wellbeing and find a sense of community and belonging. Our mission is to get as many people moving as possible through providing access to the best assortment of training product available, industry leading education, money can’t buy experiences, and inspiration from some of the greatest athletes in fitness. In this way, we truly believe that we can help change as many lives as possible.

It is with that central driving mission in mind that we announce the signing of a multi-year deal to operate an official online CrossFit store, sell CrossFit-branded gear at our flagship London store and future physical locations globally, and have a retail presence at the CrossFit Games and other CrossFit events. WIT will also support CrossFit with future in-house products.

This partnership is a major move for our team, as it will enable WIT to better serve the global community of over 4 million CrossFitters and over 15,000 affiliate gyms worldwide.  For the first time ever, the international CrossFit® consumer will have easy, direct access to a multi-brand collection of training apparel and footwear all in one place. We have also rolled out a preferential pricing scheme and custom product access for affiliates and coaches. See more on Affiliate Preferential Pricing and stay in the loop on our Affiliate Wholesale Programme.

Dan Williams, founder of WIT Fitness, says “We’re immensely proud to work with CrossFit to help facilitate the growth of the sport and meet the ever-increasing demand from fitness fans around the world.  The partnership with CrossFit now further allows us to access a new, significant, and engaged international pool of consumers and provide them with the training products they deserve.  The partnership will also accelerate WIT’s move into expanding our bricks and mortar presence both in the US and in the EU, with an investment round pending in 2022 to fund this.”