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Mike Ashley’s Frasers Group has acquired sports performance brand WIT Fitness as it continues to invest.
Frasers Group, which owns Sports Direct and House of Fraser, has announced that it has purchased the assets and intellectual property of Wit Fitness, a specialist gym and fitness wear group.
CrossFit training provider WIT Fitness is headquartered in London and currently employs around 15 staff.
Founded in 2000, CrossFit is a high-intensity fitness program affiliated with 12,000 gyms around the world, including WIT Fitness.
We look forward to investing in the future success of this globally recognized brand.
James France, Frasers Group
James France, Group Head of Acquisitions at Frasers Group, said:
“This acquisition supports our ambition to become the world’s leading sports retailer by introducing new luxury sports brands into Frasers Group’s diverse ecosystem.
“We look forward to investing in the future success of this globally recognized brand.”
Frasers is majority-owned by retail tycoon Ashley, who has acquired a number of retailers and stakes in the sector in recent years.
The company has increased stakes in online fashion companies Boohoo and Asos, and in December 2023 acquired luxury clothing retailer Matches Fashion in a deal worth around £52m.
Frasers has similarly acquired brands such as Savile Row tailor Gieves & Hawkes and increased its investment in brands such as Hugo Boss.
The company announced last month that it would continue to pursue its “promotion strategy” under CEO Michael Murray, who is also Ashley’s son-in-law.