Hyrox, HFA Strike Partnership for Fitness Trade Show, Las Vegas Race

The deal effectively sees Hyrox embed itself deeper into the American fitness industry, staging a race in conjunction with the industry’s biggest annual trade show

Hyrox is strengthening its ties to the American fitness industry through a new partnership with the Health & Fitness Association (HFA).

The fitness-racing giant will have a major presence at The HFA Show 2027 in Las Vegas, where it will team with official equipment partner Centr to give gym operators and other industry professionals a firsthand look at the Hyrox training experience.

The HFA Show, the American fitness industry’s flagship annual trade show and convention, will run March 10-12 at Mandalay Bay, followed by Hyrox Las Vegas from March 12-14 at the Las Vegas Convention Center. The overlapping schedules will allow attendees to move between the professional-focused trade show and consumer-facing fitness competition.

“The energy and active communities surrounding The HFA Show and Hyrox complement each other incredibly well,” HFA interim president and CEO Greta Wagner said. “This partnership allows us to experience fitness not only as an industry, but as participants, and to have a lot of fun together while doing it.”

As part of the partnership, HFA will receive 100 Hyrox participant registrations and 100 spectator tickets exclusively for its members. Additional details on an HFA race heat and VIP experience are expected in the coming months.

Centr, Hyrox’s official competition equipment provider, will also host a simulated Hyrox training environment at The HFA Show, allowing attendees to experience the equipment and training format used for the sport.

The partnership will work in the other direction, too.

On March 12, The HFA Show will open its trade show floor to a select group of Hyrox Las Vegas athletes and spectators with valid event passes. Access will also be extended to Hyrox-affiliated gyms, giving owners and coaches from the brand’s training network an opportunity to explore products and trends showcased by fitness industry suppliers.

“By bringing Hyrox into The HFA Show and opening the door for HFA members to experience Hyrox Las Vegas, we’re creating more opportunities for people to understand the training, competition and community behind the sport,” Hyrox head of affiliates Eric O’Neil said.

The deal comes as Hyrox becomes increasingly intertwined with the broader fitness industry including gym and studio operators.

Major gym operators including EoS Fitness, Vasa Fitness and Orangetheory Fitness have added Hyrox training to select locations, giving members a place to prepare for the rapidly growing competition format.

Hyrox has also been bringing its training experience into other major wellness events. At November’s Eudemonia Summit in West Palm Beach, Hyrox will construct a 2,000-square-foot gym outfitted with Centr equipment, where it will hold classes alongside Orangetheory throughout the four-day event.

Those partnerships extend Hyrox beyond race weekends and give operators a way to capitalize on consumer interest in fitness racing through year-round programming.

The HFA deal comes shortly after Hyrox was acquired by a consortium led by L Catterton alongside co-founders Christian Toetzke and Moritz Fürste and venture capital firm Wndr. The transaction reportedly valued Hyrox at around $700 million.

Founded in Hamburg, Germany, in 2017, Hyrox now stages fitness races across more than 30 countries and six continents, while building a wider ecosystem around affiliated gyms, training and coaching.