Amazon Makes Biggest Fitness Push Yet With Hyrox Deal

The tech and retail giant is launching Hyrox storefronts, race-day activations and training playlists across Europe, with expansion to markets including the U.S. on the table. The deal marks the biggest validation yet of the fitness-racing boom

Amazon is making perhaps its biggest push yet into the fitness world, and it’s doing so alongside one of the industry’s fastest-growing brands.

The tech and retail giant has struck a global partnership with Hyrox, becoming an official partner of the fitness racing series and launching dedicated online storefronts, Amazon Music playlists and in-person activations built around the training and race-day experience.

Amazon will also serve as title partner of Hyrox London ExCeL this December, giving the company a major presence at one of the biggest fitness events in the world.

The partnership launches first in Europe, with dedicated Hyrox storefronts now live on Amazon in the U.K., Germany, France, Italy, Spain and the Netherlands. The companies said they plan to expand the partnership into additional countries, leaving the door open for an eventual U.S. rollout.

The new storefronts are designed as one-stop shops for Hyrox athletes, featuring products across sports nutrition, supplements, wearables, training and recovery equipment, skincare and race-day accessories.

Rather than functioning as a traditional sponsorship alone, the partnership stretches across several parts of Amazon’s ecosystem.

Amazon Music is launching curated Hyrox playlists designed around each functional workout station and run, while the company will have a physical presence at major Hyrox events across Europe during the 2026/27 season.

Its traveling “Gear Grab” activation will feature personalized product recommendations based on athletes’ training styles and goals, fitness challenges, recovery technology and a shopping experience centered around training and race-day products.

Amazon will also use the events to promote its Influencer Program to athletes creating training and race-day content on social media.

“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,” Amazon DACH country manager Rocco Braeuniger said.

“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,” he added.

Hyrox Attracts Another Giant

For Amazon, Hyrox offers an entry point into a fitness community that has rapidly reached global scale.

More than 1.5 million athletes competed across 105 Hyrox events in 35 countries last season. Hyrox expects that figure to surpass 2 million participants across 107 race weekends on six continents during the 2026/27 season.

The standardized race format combines eight one-kilometer runs with eight functional workout stations, creating an ecosystem that extends well beyond race day as participants spend months training, purchasing equipment and apparel and consuming fitness content in preparation for events.

Hyrox has attracted other major parters including Puma, Red Bull and Centr.

“This partnership marks a major milestone for Hyrox and reflects the incredible global growth of the sport we have witnessed this season,” Hyrox co-founder and chief marketing officer Moritz Fürste 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 to prepare, train and race, all in one place.”

Amazon will get perhaps its biggest showcase of the partnership at Hyrox London ExCeL, scheduled for Dec. 2-6. Last season’s London event drew 40,000 participants, making it the largest Hyrox event to date.

As title partner, Amazon will activate throughout the venue with experiences for athletes and spectators.