British sportswear retailer is tapped to launch an official online CrossFit store and retail presence at major CrossFit events.
London-based sportswear retailer, WIT Fitness has secured a multi-year global ecommerce and retail partnership with CrossFit.
The deal will see WIT operate an official online CrossFit store, sell CrossFit-branded gear at its flagship London store and future physical locations globally, as well as having a retail presence at the CrossFit Games and other CrossFit events.
WIT will also support CrossFit with future in-house products.
“WIT stands for ‘Whatever It Takes.’ We believe that training changes lives, and we want to change as many lives as possible,” commented Dan Williams, founder of WIT Fitness. “The CrossFit methodology and community have been doing this for over 20 years, so we are perfectly aligned in our values and our desire to promote fitness for all.
“Our newly formed partnership with CrossFit will enable us to cater for a whole new market of consumers across the globe.”
WIT will create an online CrossFit store, selling CrossFit-branded apparel and other merchandise. It will ship globally and integrate its localised distribution in the US, EU, UK and future operations in Asia Pacific and South America.
Meanwhile, the flagship London store will give customers the opportunity to explore, touch and try on CrossFit gear in person. WIT also has the opportunity to create custom retail stores at the CrossFit Games, future CrossFit events, and future physical locations globally.
Dan continued: “We’ve welcomed thousands of gym-goers through our London site and hundreds have flocked to our pop-up stores, so there is a real desire for experiential activation. While we don’t heavily rely on bricks and mortar stores, we still want to bring exciting, engaging, and exclusive experiences to the consumer. To now be able to do this alongside CrossFit is even more powerful.”
Eric Roza, ceo of CrossFit, commented: “WIT, a retailer that grew up in the CrossFit community, shares our vision of transforming 100 million lives through CrossFit.
“We are delighted to partner with WIT to create a first-of-its-kind CrossFit online retail experience, as well as offering CrossFit-branded merchandise in its London location and at major CrossFit events.”
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