We are fitness: Globally sourced apparel, footwear and accessories, in-store and online. A unique and interactive, multi-brand fitness store, the first of its kind worldwide, we offer the fitness community the opportunity to experience a superb selection of products in our Central London store. Fitness has moved from a largely solitary and routine-based activity to a group activity. It has become a lifestyle. The way people perceive fitness; the way they define themselves by their fitness lifestyle and how they experience fitness is completely different today than in the past. For many, like Whatever It Takes, fitness is not what they do but who they are.