ROLEY’S, the British beer brand behind Super Natural Lager, has announced a three-year extension of its partnership with HYROX, the fitness racing series.
The extension will see ROLEY’S continue as the Official UK National Beer Partner of HYROX UK, following the brand’s initial partnership with HYROX which began in October 2025. ROLEY’S will maintain a presence at every HYROX UK event with its branded bar.
ROLEY’S Super Natural Lager is a 4.4% ABV premium lager, brewed using the brand’s proprietary SmartBrew fermentation process. According to the company, the lager contains 35.8% fewer calories, 50–60% less carbs, and 400x more B Vitamins than other premium world lagers.
Since launching its partnership with HYROX, ROLEY’S has been present across six events, reaching an audience of over 153,000 racers and serving over 23,000 pints of Super Natural Lager.
Stewart Rowley, Founder and CEO of ROLEY’S, said “Extending our partnership with HYROX is an incredible moment of celebration for us. ROLEY’S was founded on a simple principle: that great beer and a healthy, active lifestyle can be enjoyed together, and HYROX is a natural extension of that belief. We’ve met so many incredible racers at HYROX events so far, and this extension means we’ll be able to meet, celebrate and share a proper beer with many more people.”
As Official UK National Beer Partner, ROLEY’S will host its branded bar at HYROX UK events throughout the 2026/27 season and beyond, starting at HYROX Birmingham in October 2026 and continuing on to London, Manchester, Glasgow and Cardiff.
Moritz Fürste, Co-Founder and Chief Marketing Officer at HYROX, said “HYROX is about more than what happens on the competition floor, it’s about the people you train with, the community you build and the moments you share after you cross the finish line. ROLEY’S understands that, and we’ve seen first-hand how well the brand connects with our community. We’re excited to continue that partnership and give athletes and supporters even more opportunities to come together and celebrate.”
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