Fitzdares' founder Fabricius worked in the different departments of Ladbrooks' betting business for three and a half years after qualifying for their graduate scheme.[1][3]
In 2005, Fabricius approached Zac and Ben Goldsmith with his idea, proposing a bookmaker that would emphasise exclusivity and personal relationships. At the time, the majority of large bookmakers were moving their operations online, and Fabricius felt that a high-spending minority of sports fans would favour a upmarket bookmaker over a mass-market betting shop.[1][4] The Goldsmiths liked the idea and backed it financially. Fitzdares obtained its gambling license in December 2005 and became operational in March 2006.[1]
In 2016, Fitzdares acquired telephone bookmaker Sunderlands, who had previously bought T Guntrip, dating back to 1882.[5][4]
Fitzdares appointed William Woodhams as its CEO in 2018.[2] Previously, Woodhams had worked for the French luxury goods conglomerate Moët Hennessy Louis Vuitton and a marketing consultancy advising other luxury brands.[2] Since Woodhams' appointment the company launched a sports betting app.[2][6][7]
In 2020, Fitzdares opened a private sports and betting venue on Davies Street, London's Mayfair area. The club served approximately 2,000 members.[7]
