Made for the 10% who don’t care what the crowd thinks.

Fittux was never meant to fit in. It started with a simple idea: make gear that feels like confidence — not compromise. After a decade abroad, I came back to the UK with a vision. One brand. One message. Be unapologetically you.

This isn’t about following trends. It’s about standing your ground. Whether you’re pushing reps or pushing boundaries — Fittux moves with you.

We didn’t begin with ambitions to inspire people to get more active. That was never the point. Fittux was created for people who already know who they are. It’s for the few who don't need permission. The 10% who do it their way, no matter what anyone says.

It all began with just three pieces: a protein bottle, a tracksuit, and the Survival of the Fittux T-shirt — a design that summed us up from day one. That shirt still defines the brand. It’s built with quality in mind — heavy, premium-feel fabric and DTG print that holds up after many washes. Just try it yourself and compare it to any premium brand. You’ll feel the difference.

The hoodie? It’s not subtle. It has a bold, bright red logo across the chest — because we’re not here to blend in. We’re here to make noise.

I have a background in graphic design and teaching. I used those skills to create branding that wasn’t just stylish — it was defiant. Every element of the brand had to say something. Every garment needed to make you feel like you belonged to something sharper, louder, bolder.

We spent time trademarking our logo design — something bold, strong, and confident — because it sums up the mentality our community has. We didn’t rush to launch. We weren’t trying to fake hype with influencer drops or staged campaigns. We built Fittux from the ground up — focusing on real branding, real product, and real messaging.

We didn’t use influencers. We used real people. The gym-goers who don’t care what’s trending. The everyday legends training in car parks, garages, and gritty outdoor spaces. The ones who don’t film their workout — because they’re too busy working.

Over time, Fittux expanded. Not just in size, but in mindset. We added more fitness gear, because people kept asking for it. But we didn’t stop at home workouts. We moved into outdoor gear too — because fitness isn’t just dumbbells and resistance bands. It’s camping, plunging into freezing lakes, pushing your limits on a hike. It’s about becoming more than you were yesterday, even if nobody’s watching.

Now we’ve got cold plunge tubs, hiking packs, and a growing range of products that reflect a lifestyle, not just a gym routine.

This is Fittux: clothing that doesn’t ask for permission, branding built to be remembered, and a mindset made to survive.

Be unapologetically you.