HYROX, ‘the World Series of Fitness Racing’, has announced a new partnership with California-based electric vehicle (EV) company Lucid, marking its first major automotive partnership in Europe for the 2025-26 season.
HYROX notes that the collaboration, announced ahead of the HYROX Frankfurt race weekend on December 12-14, 2025, unites the two brands through a shared focus on pushing boundaries in their respective fields – fitness and automotive engineering.
- Shared Vision: Both brands emphasise innovation, cutting–edge technology, and smart design. HYROX is described as offering a ‘gold standard’ in fitness competition, while Lucid is known for creating some of the world’s most advanced EVs, including the award-winning Lucid Air sedan and the all–new Lucid Gravity SUV.
- European Showcase: Lucid and its vehicles will be featured at all remaining HYROX events of the 2025-26 DACH (Germany, Austria, Switzerland) season.
- Market Reach: The partnership seeks to align Lucid’s dedication to sustainable mobility with HYROX’s expansive global growth, which now stages events in over 30 countries and expects 1.3 million participants in the 2025-26 season.
Enno Eller, Global Head of Sales at HYROX, said “We are thrilled to partner with Lucid, our first major automotive partnership in the European market, bringing together two brands that are redefining what is possible by choosing to compromise nothing on performance or experience.”
Lawrence Hamilton, President of Europe at Lucid, stated “This partnership brings together two brands defined by precision, endurance, and results. With HYROX, we are launching our first major sports collaboration in Europe – an important milestone to showcasing our brand promise to compromise nothing and establishing the Lucid brand across the region.”
Lucid is currently active in four European markets – Germany, Switzerland, the Netherlands, and Norway – and plans further expansion. The HYROX partnership aims to connect the two brands’ communities – athletes/fitness enthusiasts and car connoisseurs – through a shared passion for active lifestyles and excellence.
www.hyrox.com
www.lucidmotors.com
