thefitco was born in 1979, back in the days when tennis racquets were made from wood and a gym was a rickety exercise bike and a Bullworker in the corner of your garage! Disillusioned with high street sports shops offering the same dull ranges, we set about doing things differently. We set our store up how we would like to shop from it. We filled the walls with fantastic products from exciting brands and we employed passionate people who just love sport. We treated our customers as friends, who we wanted to help. We wanted them to walk out with bags full of gear that they just couldn't wait to wear or use, and then to come back and tell us how great they felt during that next game. Over the years shopping and leisure habits have changed - the big high street names have migrated indoors to Shopping centres with large multiples now selling "sports" products that will rarely find their way onto a court, into the gym or a pool.