HYROX has announced a global partnership with e-commerce giant Amazon. According to the event organiser and retail giant, the new tie-up is designed to support athletes with training equipment, nutrition, and apparel across the HYROX global event calendar.
As part of the agreement, Amazon will serve as the title partner for the HYROX London ExCeL event in December 2026.
The collaboration introduces dedicated HYROX storefronts on Amazon, initially launching in the UK, Germany, France, Italy, Spain, and the Netherlands. The online storefronts aggregate verified sports nutrition, training gear, wearable technology, recovery products, and official equipment from HYROX partner brands, such as RowErg.
Alongside retail integration, Amazon Music is launching curated HYROX playlists specifically engineered to match the pacing and intensity of the race format’s functional stations and 1km running segments.
Founded in Hamburg in 2017, HYROX has reported over 1.5 million participants across 105 events in 35 countries during the previous season. The mass-participation fitness racing series projects that athlete participation will exceed 2 million during the 2026/2027 season.
Rocco Bräuniger, Country Manager for DACH at Amazon, said “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.
“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.”
Moritz Fürste, Co-Founder and Chief Marketing Officer at HYROX, said “This partnership marks a major milestone for HYROX and reflects the incredible global growth of the sport we have witnessed this season.
“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.”
