ATHX Games, Blk Box Extend Equipment Partnership

The fast-growing Belfast-based equipment manufacturer will continue outfitting ATHX competitions worldwide as both brands expand their presence in the U.S.

Blk Box is doubling down on hybrid fitness, extending its global equipment partnership with ATHX Games through the end of the 2028 season as the competition series expands internationally.

Under the renewed agreement, the Belfast-based strength and functional fitness equipment manufacturer will continue serving as ATHX’s official global equipment partner, supplying rigs, barbells, plates and other equipment for competitions worldwide.

The partnership, which began in October 2024, covers ATHX events across the U.K., Europe and the United States, with further international expansion planned.

“When we first partnered with ATHX in 2024, we could see the potential in what they were building,” said Blk Box founder Greg Bradley. “Since then, the competition has expanded across Europe and into the US, and we’ve been there supplying the equipment.”

The renewed deal comes as hybrid fitness competitions continue to gain traction globally, with brands including Hyrox and ATHX attracting athletes looking to combine strength, endurance and functional training.

ATHX, which is backed by Adidas, has been expanding its U.S. footprint, including competitions in Miami and Houston.

For Blk Box, the partnership offers an opportunity to increase its visibility among American athletes and gym operators as the company looks to grow its business across the Atlantic.

Blk Box Builds US Presence

Beyond supplying equipment on competition day, Blk Box works with gyms and coaches to develop competition-ready training spaces and support ATHX simulation events.

Bradley previously told Athletech News that the partnership has helped drive equipment sales to ATHX affiliate gyms in the U.S., with operators purchasing products including strongman sandbags and plyometric boxes.

The two companies have also discussed collaborating on new products.

“What’s important to us is that our involvement doesn’t start and end on competition day,” Bradley said. “Athletes are training for these events in gyms and at home, often using BLK BOX equipment. We’re delighted to extend the partnership and continue supporting ATHX as it grows.”

The agreement comes amid a broader international growth push for Blk Box, which reported record revenue of £26.7 million in 2025, up 36% year over year.

The manufacturer has been working to establish a stronger foothold in the U.S. through partnerships with commercial gym operators, premium fitness brands and sporting organizations.

Its equipment is already used by PureGym, Equinox and Soho House, among other clients, while the company has also been expanding its presence at U.S. fitness events.

Bradley has identified North America as a major growth opportunity for Blk Box, which specializes in strength and functional training equipment rather than pursuing a broad catalog spanning every fitness category.