Since founding their original concept store in 2015, Whatever It Takes (WIT) have literally gone from strength to strength. Now, this global training specialist is opening a 7-day pop-up store on Paris’ iconic Rue de Rivoli: it’s all about ideas that travel and the values we carry when they do.
The temporary Parisian outpost is a collaboration with Nike and will launch exclusive Nike and WIT product for French brand acolytes. As anyone who’s visited the WIT Training HUB in St Paul’s will attest, WIT is about much more than premium vest tops and training socks. A multi-level wonderland of glass and training rooms, the venue was voted “best gym in the world” by the fitness bible Men’s Health.
The CrossFit affiliated facility curates classes 7 days a week; everything from WIT HIT (an in-house form of HIIT training) to weightlifting to gymnastics and endurance. Everything takes place under the watchful eye of the WIT trainers and on any given day you’ll also find seminars, global product launches, industry events, and appearances from training’s most glittering names. It’s a clubhouse for the fitness serious and those that put training at the centre of their lifestyles.
The French pop-up will transport these ideas across the Channel and the stylishly appointed shop will be hosting daily classes. Just in case you forgot they actually they sell gear online too, there’ll also be a specialized French version of the website. So come down: bring your favourite training buddy, get some flash new kit and – most importantly – get a headful of those exclusive, own-brand endorphins.