Team WIT have gone next level in our mission to inspire and ignite the training journeys of the global fitness community, penning a multi year deal with Icelandic CrossFit Athlete, Sara Ragnheiður Sigmundsdóttir.
Sigmundsdóttir is an institution in the sport of fitness, consistently snatching CrossFit regional and Sanctional titles and earning hardware at the CrossFit Games. Sara’s training journey has been followed by millions around the globe, with her charm, work ethic, and sheer star power making her a personality transcendent of the sport in which she competes, resonating across all sectors of sport and fitness.
Sara is an inspiration to the fitness community and athletes all over the world and is perfectly aligned to our brand slogan and ethos of “Whatever it takes”.
Simply put, Sara has a unique cross category appeal, a Whatever it Takes mentality, and rare x factor. In a sport where progress is not guaranteed and success is not automatic, Sara is poised to do Whatever it Takes to be her best. WIT Fitness (Whatever it Takes) is proud and honoured to support Sara in her relentless pursuit to be her best, because when she is at her best, Sara Sigmundsdottir is a truly dangerous competitor on the world stage.
Daniel Williams, CEO of WIT Fitness, has said: “Sara’s choosing to wear our products and trusting us to work with her in developing of her own range, really underscores the quality of our products and the direction the brand is taking. Sara is an inspiration to the fitness community and athletes all over the world and is perfectly aligned to our brand slogan and ethos of “Whatever it takes”.
WIT will indeed adopt a bespoke Sigmundsdottir range in the near future, something Sara is passionate about developing and is one of the reasons she chose to make the move from Nike. This is a direction seen recently elsewhere: Roger Federer from Nike to ON Running, Andy Murray from Under Armour to Castore and, closer to home, Tia-Claire Toomey and Katrin Davidsdottir from Reebok to NOBULL. Sara will continue to wear Nike footwear in the near future, as WIT continue our close global strategic partnership with the brand.
On Sara’s value going forward and WIT’s brand direction, Williams said: “ As an elite athlete Sara is a seasoned and consistent performer and at her relatively young age, we believe she has many successful years ahead of her. As well as the immediate value to WIT, it is her desire to contribute to our longer-term project which really attracted us to working with Sara. We want to become a globally dominant sports retailer and brand in our own right and we are excited to see how the signing of Sara will super charge our growth."
"I connected straight away with the brand when I knew the story behind it."
On why she has ultimately made the decision to join Team WIT, Sigmundsdottir has this to say;
“I have been a fan of WIT since I first discovered the brand.
I first visited their gym/store in 2018 when I was there doing a shoot with Kara Saunders, Josh Bridges and Mat Fraser. If I remember correctly they had just opened the store at that time. Then I did a panel there with a bunch of people just before competing at the Strength In Depth in 2019 and I just remember thinking to myself how good the atmosphere there was. It is hard to describe it but it was just so positive and energetic. I have always thought they have this special “swag” about them, and therefore I was instantly excited when I learned that they were interested in working with me.
I connected straight away with the brand when I knew the story behind it, and knowing how driven they are and they literally stand for what it means “They do whatever it takes”, and my favourite thing…. their logo is a rune the symbolises strength. This is exactly why I decided to join them.
The ideas they had for our collaboration simply took my breath away and I can’t wait for it all to unfold.
WIT will be letting the world in on the collaboration process with Sara, so they can get as excited about it as we are.