Daniel Williams

Daniel Williams is the Owner and Co-Founder of WIT Fitness Ltd, a specialist training brand that has recently returned to the forefront of the fitness industry. Alongside co-founder Sam Kitching, he has taken a leadership role in the brand's relaunch under the Frasers Group, which acquired WIT Fitness in January 2024. This relaunch aims to celebrate WIT's 10-year anniversary and reconnect with the fitness community through various initiatives, including physical activations in London and the launch of collaborative capsule collections.123

Background and Experience

Daniel Williams has a strong background in sales, account management, and retail within the sports and fitness sector. He studied at the University of Leeds and has held previous positions at companies such as AM Sport UK and inov-8, contributing to his expertise in the industry.56

Vision for WIT Fitness

Williams emphasizes WIT's mission to support individuals who prioritize training as a central aspect of their lifestyle. He believes that with the increasing popularity of diverse training modalities, there is a significant opportunity for WIT to fulfill its original mission of changing lives through training.12 The brand aims to create immersive experiences for consumers while launching its own-brand products in early 2025.34

In summary, Daniel Williams is a key figure in revitalizing WIT Fitness, leveraging his extensive experience to lead the brand into a new era of fitness engagement and innovation.