Fire Radio launched on 26th June 1999 under the Nerve Radio Group, as The NRG. It was launched with the format of Dance & R&B. Soon after launch, however, French radio group NRJ (pronounced the same) disputed the name as it sounded the same as its own brand and could be confused. After deciding not to go through an expensive legal challenge, The NRG was changed to The Fire on 5th November 2000.
The station was sold to Radio Investments Ltd., later called The Local Radio Company who owned other radio stations in the South of England. However, Fire remained a non-networked radio station.
TLRC sold then-Fire 107.6 to Westward Broadcasting in 2009, and Celador purchased the station from them in July 2014.
In February 2019, Celador sold Fire and other stations to Bauer. On 6th September 2021, Bauer made the first major change in the station's history by changing it to Hits Radio Bournemouth & Poole, and changed the format to a more pop-based one. The station is now also networked and shares programming with other Hits Radio stations.