Amazon Signs Global Partnership With HYROX as Fitness Racing Series Expands
Krissy Vann | Host, All Things Fitness and Wellness
Amazon has signed a global partnership with HYROX that will span ecommerce, events, digital content and athlete engagement as the fitness racing series continues its international expansion.
The partnership will launch in Europe before expanding into additional markets. As part of the agreement, Amazon has also been named title partner of HYROX London ExCeL, scheduled for December 2-6, 2026.
Amazon has launched dedicated HYROX storefronts in the UK, Germany, France, Italy, Spain and the Netherlands. The online destinations feature products across sports nutrition, training and recovery equipment, performance technology, apparel, skincare and accessories, including products from existing HYROX partners.
The agreement gives Amazon a direct connection to a fitness racing audience that has expanded considerably in recent years. HYROX launched with a single event in Hamburg in 2017 and has since developed into an international race series built around a standardized format of eight one-kilometre runs paired with eight functional workout stations.
According to HYROX, more than 1.5 million participants competed across 105 events in 35 countries last season. The organization projects participation will surpass two million across 107 race weekends on six continents during its 2026/2027 season.
“At Amazon, we're inspired by what HYROX has built — a global community where a first-timer and an elite athlete line up for the same race, in the same format, anywhere in the world,” said Rocco Braeuniger, Amazon Country Manager for DACH. “That spirit of accessibility resonates with us. We want to make it as easy as possible for this community to find what they need to prepare, compete, and recover — all in one place, at great prices, delivered fast.”
The partnership extends beyond ecommerce. Amazon Music will introduce curated HYROX playlists designed around the running portions and individual functional stations of the competition.
Amazon will also have a physical presence at major HYROX events across Europe during the 2026/2027 season. Its traveling activation, called The Gear Grab, will include personalized product recommendations, fitness challenges, recovery technology and product discovery.
The event activations will also promote the Amazon Influencer Program to athletes and fitness creators producing training and race-related content.
“This partnership marks a major milestone for HYROX and reflects the incredible global growth of the sport we have witnessed this season,” said Moritz Fürste, Co-Founder and Chief Marketing Officer at HYROX. “Partnering with Amazon allows us to better support our rapidly expanding community by making it easier for athletes to access the products they need to prepare, train and race, all in one place, so they can get the support they need from start to finish.”
Amazon's title partnership of HYROX London will provide another major activation point for the agreement. Last season's London event attracted 40,000 participants, making it the largest HYROX event held to date.
The 2026 edition will take place over five days at ExCeL London and include Singles, Doubles, Pro and Relay divisions alongside HYROX YoungStars competition for participants ages eight to 15. The event will also host the second HYROX Elite Series races of the 2026/2027 season, featuring Elite15 and Challenger15 competition.
Amazon will have activations throughout the venue for athletes and spectators as part of its title sponsorship.
The agreement represents another major consumer brand partnership for HYROX as the organization builds a commercial ecosystem around its growing participant base. For Amazon, the partnership creates opportunities across ecommerce, content, creator marketing and live events while providing access to consumers actively spending across fitness, training and recovery categories.
The partnership will initially focus on Europe, with plans to expand into additional countries.
