FitBox

How did Fit Box start?

Fitbox started out of a passion, originally from personal training back in 2016. I decided to go against the grain a little by leaving my job at another gym and starting something with more longevity—something that could serve people who didn’t feel comfortable in a commercial gym.

The ethos of "all effort, no ego" was born from Fitbox, and it’s what we’ve stuck with. It all began by doing whatever we could within fitness to help the people who needed us. We catered to whatever was necessary, and over time, we built a team that shared that ethos and the same values. In turn, we helped people who were looking for those values.

What kind of clients does Fit Box have?

Initially, Fitbox catered to the general population. It was open to anyone who needed us, and that’s still true today. Over time, we’ve evolved as a team, and now we have many fantastic coaches who really care. They have specialist skills, whether it’s Olympic lifting, gymnastics, or just knowing how to better look after people and care for their well-being. We work with everyone, from HYROX athletes to everyday individuals.

Now, we serve a huge demographic, from competitive athletes to everyday people—whether it’s someone over 50 or an ambitious 21-year-old inspired by social media. It’s the kind of place for everyone. 

How has the explosion of Fitness Racing helped Fit Box?

Fitness racing, like HYROX, has elevated the scope of coaching and what people want to achieve with their fitness. In the past, running a 10K was a great achievement, and now fitness racing is on that same level. It has raised awareness and consciousness of fitness as a broad pursuit. Whether someone excels at running but needs to improve their lifting, or they’re good at lifting and want to run more, there’s now something to aim for.

Fitness racing has expanded the industry and brought positive awareness to gyms like Fitbox. People contact us because they see we offer HYROX training, and as coaches, we can welcome them in and say, "Let’s aim for this goal this year." It’s a journey that spans the entire season.

What have you learnt the hard way during your journey?

Fitbox is built on a self-sufficient model. We don’t build debt or take crazy risks, so we work alongside brands that support that mindset. One thing I’ve learnt is that once we reached a certain level, we needed better and more equipment. Investing in quality is crucial because if you buy cheap, you buy twice. Investing in quality ensures it will last, and I’ll always be grateful for those lessons. It got us to where we are now, where we can fully equip our gym with great kit.

How did Wolverson help you?

Once we decided to invest in more equipment, we even created our own competition, the Fitbox Games. We now have fantastic group training sessions that include competitive events like HYROX and gymnastics, down to general access classes. To achieve this, we knew we needed a brand that could support us with the right equipment—something beyond what everyone else does.

When I got in contact with Wolverson, they were very accommodating. Jason and Jordan from Wolverson were incredibly welcoming. They sat down with me and helped support our project by building what I couldn’t quite visualise. It’s easy to know what equipment you need from a gym owner’s perspective, but Wolverson helped me see the bigger picture. They weren’t afraid to say, "You think you need this, but you should probably look at this instead because it’s what you’ll need in the long run."

Wolverson is a British manufacturer and company, which fits perfectly with our values. Their quality, combined with their local employment, makes them a perfect match for us. Wolverson’s business model is similar to ours: they started from scratch, supported themselves through tough times and good times, and are still doing very well, even as they’ve expanded—just like us at Fitbox.

Would you recommend Wolverson to others in the industry?

After working with many fitness brands, big and small, I realised that even when you don’t expect equipment to break, given what you’ve paid, it’s an expensive business. Over the years, when we mixed and matched, the equipment that always lasted was from Wolverson. That made it an easy decision to work with them. Jason and Jordan showed us the due diligence they put into their equipment, from cutting pieces out of barbells to explain why they’re built in a certain way. They believe fitness equipment should be made with specific features in mind.

When you combine their passion for equipment with our passion for people in this business and industry, it was always going to be a perfect match—a no-brainer.