Breaking: CrossFit Signs Multi-Year Partnership with WIT Fitness

June 14, 2021 by
Credit: WIT Fitness
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CrossFit LLC and WIT Fitness have just announced a multi-year e-commerce and retail deal, finalizing a partnership between the two companies. “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,” the company revealed via press release. 

The deal also includes sponsorship of the CrossFit Games, with WIT bringing their retail store onsite to Madison and the Semifinals, building off of their presence at previous events like the 2019 CrossFit Games and Wodapalooza 2020.

  • WIT – the london-based training company founded in 2015 – has built an immersive retail and training experience at its flagship store in London, catering to the training consumer with expanded and exclusive offerings of the top brands in the space, as well as sponsoring CrossFit athletes like Sara Sigmundsdottir, Jamie Simmonds, and Jeffrey Adler.
  • Dan Williams, founder of WIT Fitness: “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. Whilst 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.”

One big thing: The deal continues an initial partnership announced just weeks prior to the 2019 Games that was to include WIT taking over CrossFit’s ecommerce websites ( and, while leveraging WIT’s global distributions channels to broaden the scope of CrossFit’s ecommerce offerings. 

  • The full scope of the deal was never actualized, thanks in large part to the constant state of flux following the 2019 season, which included the global pandemic that cut short the 2020 season as well as the ownership change at CrossFit. 
  • The CrossFit stuff store was shuttered, and CrossFit significantly paired down the main store, with the only offering available on the website currently is a gift code with which to gift someone entry into the Open. 

With a new deal in place, a longer term commitment from both parties is a promising sign for both sides to leverage their strengths to provide a more comprehensive ecommerce and retail experience as laid out explicitly in the press release.

  • WIT will leverage its experience as the world’s leading fitness ecommerce store to create an online CrossFit store to sell CrossFit-branded apparel and other merchandise. WIT will ship globally and integrate their localised distribution in the US, EU, UK and future operations in Asia Pacific and South America to offer truly global reach and access for the CrossFit consumer.”
  • “WIT’s retail store in London 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.”

The partnership builds upon CrossFIt CEO Eric Roza’s first town hall discussion, where he detailed his view that CrossFit is a platform business and that he wants to invest in the success of all the businesses related to the CrossFit core. 

  • Roza: “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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