Our Story
FITASFK · EST. 2020 · NOTTINGHAM
Fighting is tough. That's the point.
I'm Owen King. I run the Fighter Training Performance Centre (FTPC) in Nottingham, and I've spent my life in martial arts: training, competing, coaching and standing in the corner for my fighters.
If you've ever trained properly, you'll know it's hard. Fighting is tough. The sessions are strenuous. You lose rounds, you get hurt, you have days where nothing goes right. Failure is part of it. What keeps you going is focus. That's what FITASFK stands for:
Fighting Is Tough, Activities Strenuous,
but Failure & Focus Keep us going.
I started FITASFK in 2020 because I wanted a brand that actually meant something. A lot of gym clothing looks good but doesn't say anything about you. I wanted kit that says you turn up, you put the work in, and you keep going when it gets hard.
It keeps you accountable
When you put on FITASFK, you're making a statement. Not to anyone else. To yourself. You can't wear it and skip the session. You can't wear it and give up on the last round. It's a reminder of who you're trying to be.
That's why it isn't just for fighters. It's for the lifter, the runner, the CrossFitter, the person getting back into training after a hard year. Whatever your discipline, if you turn up every day and do the work, you're FITASFK.
Live life on your own terms
It's the line on the back of our tees: Living life on my own terms. For me that means doing things my way, building something of my own, and not letting anyone tell me what I can or can't do. I hope it means something to you too.
FITASFK is trademarked in the UK, the EU and the USA. It's still a small brand, run from Nottingham, and every order genuinely matters to us. The people in our I AM FITASFK gallery are real fighters, coaches, champions and grafters wearing the kit.
Earned, not given. Worn on your terms.
Owen King
Founder, FITASFK