Hyrox Strikes Sponsorship Deal With Boss Parfums

The fitness racing giant is partnering with the Coty-owned fragrance brand across several European markets as it continues attracting major consumer brands

Hyrox has secured another major brand partnership, signing a multiyear sponsorship deal with Boss Parfums, part of beauty giant Coty’s prestige portfolio, as the fitness racing phenomenon continues expanding its commercial reach.

The agreement covers several European markets, including Germany, Austria, Switzerland, the U.K., Ireland, Spain, the Nordics, Benelux and Poland.

Under the partnership, Boss Parfums will sponsor Hyrox events and engage with athletes through branded race-day activations, product sampling and premium experiences.

The collaboration kicked off earlier this month at Boss Parfums Hyrox Karlsruhe in Germany, with another title-sponsored event scheduled for Nov. 20-22 in Poznań, Poland. Additional activations are planned across Europe throughout the 2026/27 season.

For Boss Parfums, the deal offers an opportunity to reach Hyrox’s growing audience of fitness-minded consumers while promoting its Boss Bottled Beyond fragrance collection.

“Hyrox has created one of the fastest-growing, culturally relevant, global phenomena in the fitness world,” said Jean Holtzmann, Coty’s chief brands officer for prestige. “This multiyear partnership with Hyrox gives us a direct way to engage younger audiences who share our belief in high performance and the pursuit of personal success.”

The partnership adds another major consumer brand to Hyrox’s growing sponsorship portfolio, underscoring the fitness racing company’s increasing appeal to advertisers outside the traditional fitness industry.

Amazon recently struck a global partnership with Hyrox spanning e-commerce, music and race-day activations, while Lexus became the brand’s official national vehicle partner in North America.

Hyrox expects more than 2 million participants across 105 races in over 30 countries during its 2026/27 season, giving partners access to an increasingly large and engaged fitness audience.

Hyrox chief growth officer Douglas Gremmen said the Boss Parfums deal will help spotlight the determination and achievements of athletes across the racing community.

The partnership also comes shortly after Hyrox entered a new ownership era, with a consortium led by private equity firm L Catterton acquiring a majority stake in the business in a deal that reportedly valued the fitness racing brand at approximately $700 million.