Fast-Growing ATHX Taps Celsius as Energy Drink Partner

The energy drink giant is expanding its fitness footprint with ATHX Games, while rival Red Bull is aligned with category leader Hyrox

Celsius is making another fitness play, this time in the booming world of fitness competitions.

The energy drink brand has been named the official energy drink partner of ATHX Games, the U.K.-founded hybrid fitness competition that’s grown its competitor base threefold over the past three years.

The partnership officially launched at ATHX Birmingham on Aug. 22-23 and will span upcoming competitions across the U.K., with Celsius operating branded experiences and offering product sampling to athletes.

Celsius will be present at ATHX Liverpool this October before following the competition into 2027, with events scheduled for London, Glasgow, Birmingham and Liverpool.

“Celsius is built for people who are motivated to keep moving and make every day count,” Celsius head of brand for Europe Julien Scheubel said. “We are excited to become the official energy drink partner of ATHX, a brand that shares the belief in the power of community and in making fitness more welcoming, rewarding, and relevant to everyday achievers.”

The ATHX deal comes as Celsius increasingly looks to fitness partnerships to put its products directly in front of active consumers.

Earlier this week, Celsius struck a national partnership with SoulCycle, becoming the indoor cycling brand’s exclusive energy category partner.

ATHX gives Celsius another avenue into fitness, but with a distinctly competitive edge.

Founded in the U.K. in 2023, ATHX combines strength and endurance in a competition format designed to appeal to everyday athletes. The organization expects more than 40,000 participants across its events in 2026 and is looking to expand beyond Europe.

Celsius says it plans to grow alongside ATHX as the competition enters additional markets.

The partnership also puts Celsius adjacent to one of the fitness and wellness industry’s hottest categories at a time when energy drink rival Red Bull is closely aligned with its biggest player.

Red Bull has served as an official energy drink partner of Hyrox, the global fitness racing giant whose explosive growth has helped propel hybrid training into the mainstream.

While ATHX remains considerably smaller than Hyrox, the company is growing quickly and has ambitions beyond its home market, including in the U.S., where the fitness competition is set to make its New York City debut at Strong New York on Sept. 26, bringing its format stateside as part of the annual fitness festival.