Amazon signs global Hyrox partnership and takes title rights to London event

Amazon has signed a global partnership with Hyrox that will see the online retailer build a shopping, content and live-event ecosystem around the fitness racing brand.

The deal makes Amazon an official partner of Hyrox, with dedicated storefronts initially launching in the UK, Germany, France, Italy, Spain and the Netherlands and plans to extend the concept into further markets.

The online stores are designed to provide a one-stop shop for Hyrox participants throughout the training, racing and recovery journey, bringing together sports nutrition, performance technology, training equipment, recovery products, apparel, skincare and accessories, including products from Hyrox’s existing commercial partners, such as Centr.

Prime members will be offered fast delivery on eligible products, giving Amazon an opportunity to tap into the substantial expenditure generated around Hyrox training and participation.

The partnership goes beyond retail, with Amazon Music creating dedicated Hyrox playlists for the running and functional workout stations that make up each event.

Amazon is also developing an experiential activation called The Gear Grab, which will tour major European Hyrox events during the 2026/27 season. It will enable athletes to generate personalised Amazon kit lists, test products and recovery technology and take part in physical challenges.

The activation will also promote the Amazon Influencer Program to Hyrox athletes and content creators, further connecting the retailer with the large social media community that has developed around the sport.

In a further extension of the agreement, Amazon has been named title partner of Hyrox London at ExCeL, which will run for five days from 2 – 6 December 2026.

Last season’s London event attracted 40,000 participants and was the largest Hyrox event staged to date. This year’s programme will include Singles, Doubles, Pro and Relay competitions, Hyrox YoungStars for children aged 8 – 15 and the second Elite Series races of the 2026/27 season.

Moritz Fürste, co-founder and chief marketing officer of Hyrox, said: “Partnering with Amazon allows us to better support our rapidly expanding community by making it easier for athletes to access the products they need.”

Hyrox has grown from its first event in Hamburg in 2017 to more than 1.5 million participants across 105 events in 35 countries during the most recent season. It expects more than two million people to participate across 107 race weekends on six continents during 2026/27.

The Amazon agreement adds another global brand to Hyrox’s commercial ecosystem. Puma has extended its partnership with the organisation until 2030, while Amazfit signed a three-year global agreement earlier this year.

The announcement also comes as L Catterton progresses a proposed acquisition of Hyrox. A regulatory filing with the Australian Competition and Consumer Commission shows an L Catterton-controlled acquisition vehicle seeking to acquire 100 per cent of the ordinary shares in Hyrox World GmbH. The ACCC ruled on 21 July that the transaction did not need to be notified under Australia’s merger regime.