CrossFit and WIT Fitness Reach Multi-Year Merchandising Partnership Deal

WIT will operate an official CrossFit online store, sell CrossFit-branded gear, and more

It’s official: WIT Fitness and CrossFit HQ have signed a multi-year partnership. The deal positions WIT as the global e-commerce and physical retail partner of CrossFit®.

Both WIT and CrossFit announced the news on their social media accounts on June 14, 2021. The announcement, on WIT’s website, says WIT will “operate an official online CrossFit store, sell CrossFit-branded gear at [its] flagship London store and future physical locations globally, and have a retail presence at the CrossFit Games and other CrossFit events. WIT will also support CrossFit with future in-house products.”


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CrossFit x WIT

According to WIT, the deal will allow consumers worldwide “direct access to a multi-brand collection of training apparel and footwear all in one place.” So, for example, footwear a CrossFitter might want, such as the Nike Metcons®, the Reebok Nanos®, or the NOBULL Superfabric®, will be in the same location. Other brands available via WIT retailers are:

WIT also has its own line of apparel available. Additionally, CrossFit affiliates and coaches will receive “preferential pricing and custom product access.” They did not reveal any details as to what those custom products might include, but affiliates and coaches can now register for those benefits via WIT’s website.


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WIT — which stands for “Whatever It Takes” — was co-founded in 2015 by Dan Williams, who currently serves as its CEO, and Sam Kitching. Its headquarters is based in London, UK, as is its flagship store.

“We’re immensely proud to work with CrossFit to help facilitate the growth of the sport and meet the ever-increasing demand from fitness fans around the world,” Williams says in the announcement on WIT’s website.The partnership with CrossFit now further allows us to access a new, significant, and engaged international pool of consumers and provide them with the training products they deserve.  The partnership will also accelerate WIT’s move into expanding our bricks and mortar presence both in the US and in the EU, with an investment round pending in 2022 to fund this.”

The 2021 CrossFit Games

CrossFit® and WIT’s new partnership comes just six weeks before the 2021 NOBULL CrossFit Games — which will have the largest prize pool ($2.5 million) in Games history. The Semifinal events culminate on June 20, 2021. Thus far, top-placing athletes from the following Semifinals events have earned entry to the 2021 Games:

The final three Semifinal events — West Coast Classic, Atlas Games, and Asia Invitational — will conclude on June 20, 2021. The 2021 CrossFit Games are set to kick off on July 27 in Madison, WI.

Featured image: @crossfit on Instagram