Home » Frasers Group snaps up performance brand WIT Fitness

Frasers Group snaps up performance brand WIT Fitness

Frasers Group‘s head of acquisitions James France told Just Style: “We are pleased to have acquired the assets and IP of WIT Fitness, a globally recognised CrossFit and fitness performance brand.”

He added the acquisition brings another elevated sports brand into Frasers Group’s diverse ecosystem and stated: “We look forward to investing in the future success of this globally recognised brand.”

WIT Fitness is the latest addition to Frasers Group’s growing sports retail portfolio, which already includes Sports Direct, Evans Cycles, Everlast, USA Pro and Slazenger.

The WIT Fitness brand describes itself as being the “go-to training experts” and offering “the best and latest kit for the training obsessed, from entry to elite level”.

The announcement comes just days after the group announced it had upped its stakes in Asos and Boohoo yet again.

Frasers now has 17.1% of voting rights attached to shares at ASOS, and 8.84% of voting rights through financial instruments. This gives Fraser 25.9% of voting rights in the group.

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Frasers Group now owns a 21.48% stake in online retail group Boohoo, which includes Boohoo, Boohoo Man, Pretty Little Thing and Nasty Gal.

Frasers has been replenishing its share of Asos for several years. Back in 2022, it announced it had acquired a 5.1% stake in the company. By October 2023, it had a 22.7% stake and in the same month, Frasers became the largest single shareholder at Boohoo with a 13.4% stake in the company.

Earlier this month (18 January), Frasers had reportedly been considering buying up to 20 stores from the collapsed Unlimited Sports Retail chain in the Netherlands including those under the Perry Sport, Aktiesport and Sprinter brands.

Perry Sport and Aktiesport were previously owned by rival British retail group JD Sports but were declared bankrupt in December 2023.