WIT Fitness, a six-year-old online and offline multi-brand retailer based in London, has signed a global multi-year e-commerce and retail partnership with CrossFit. WIT will operate an online CrossFit store and support CrossFit with in-house products in the future. WIT has only two physical stores in London for the moment, but it will sell CrossFit-branded gear at its flagship store in London and other physical locations due to open in the future around the world.
WIT will become a sponsor of the CrossFit Games and other related events. It will have an onsite retail store at the Games and at its semifinal events. The stated aim is to “better serve” CrossFit’s global community of members, coaches and club owners at more than 12,000 affiliated gyms worldwide, “along with millions of fans of the CrossFit Games.”
Meanwhile, WIT said that it is planning to organize a round of funding in 2022 to build out its international digital footprint and to add addition brick-and-mortar stores. Without disclosing specific figures, it said it accelerated its online growth over the past 12 months to a rate of 120 percent. It is shipping products to more than 100 countries from distribution hubs in the U.K., the EU and the U.S., with one in the Asia-Pacific region to follow later this year.