Built from the Ground Up

FITTUX began after I returned to the UK following around a decade living abroad. I wanted to build something of my own that brought together design, fitness and the outdoors. My background in graphic design shaped the identity of the brand, while my experience in teaching influenced the clear, practical way FITTUX explains training and performance today.

The original range started with three products: a protein bottle, a tracksuit and the Survival of the FITTUX T-shirt. They gave the brand its first visual identity and provided a starting point from which FITTUX could develop naturally.

From there, the store expanded into clothing, fitness equipment, outdoor products and nutrition. The aim was to create a useful range around the different ways people train, run, recover and spend time outdoors.

The store remains an important part of FITTUX. It gives the brand a physical identity while offering FITTUX products and selected equipment across fitness, running, nutrition and outdoor activity.

As the website grew, its articles and performance tools became just as important as the products. Readers were arriving with practical questions about race pace, strength standards, recovery, nutrition and which products were worth considering.

That led to the FITTUX Journal, Reviews & Guides and a growing collection of calculators covering strength, cardio, outdoor performance and nutrition. The goal is to make complicated choices easier, whether someone is comparing gear or trying to understand their own performance.

Today, FITTUX is a UK-based hybrid platform combining an independent fitness, running and outdoor publication, practical performance tools and an online store. Each part supports the others, giving readers one place to learn, compare and shop.

I continue to lead the design, direction and day-to-day development of FITTUX. The focus is straightforward: publish useful work, create practical tools and keep building a platform that helps people make better decisions about how they train and what they use.