When a place like this opens up you wonder why no one had thought of it before. Testing out fitness products in their intended environment seems like such a simple concept and this new store has pioneered the way for a new kind of shopping.

Whatever It Takes (WIT) is a brand new fitness concept store based in Bank and since its launch in the New Year it has gained notoriety as THE destination for training gear.

The most amazing thing about Whatever it Takes is that the store simply focuses on the fitness industry. Not running (although of course runners will be well catered for), not Yoga (ditto) or any specific sports, but simply the sport of fitness. As the industry hots up and going to the gym gets trendy, sportswear companies are realising that having stylish gear is a real money maker. WIT has cottoned on, and puts a variety of brands and more under one roof. The store also stocks collections, accessories and footwear that have only been available online…until now.

Go there to buy the latest exclusive ranges from Nike, Under Armour, Reebok and RockTape (to name a few); test out a new pair of trainers with the store’s squat rack on a specially designed gym-style floor and up the ante on your diet with foodie brands like Naked Ape and Pure Pharma at the nutrition station.

Dan Williams, the founder of the store has a wealth of knowledge about the fitness industry, and is a professionally trained athlete. He and his team are on hand to cater your experience to any and all of your training needs.

The official store launch had Crossfit athletes competing against each other in a WIT-style fitness challenge, whilst guests were treated to 15% off in-store and given goodie bags filled with fitness products that would make anyone green with envy.

For more information head to www.wit-fitness.com

Whatever It Takes. 49-41 Bow Lane, London EC4M 9DJ

words by Lucy Marshall