Hyrox Takes Dating App Partnership Global

Surf is expanding its Hyrox partnership into the U.K., Ireland and Latin America as fitness becomes fertile ground for dating apps

Hyrox is expanding its matchmaking ambitions across the globe.

The fitness racing giant is expanding its partnership with dating app Surf into the U.K., Ireland and Latin America, building on an existing deal covering North America and Australia.

The expanded partnership will bring Surf to Hyrox events in São Paulo, Birmingham, Dublin, Rio de Janeiro and London this fall, while taking the dating app’s viral “Blind First Dates” concept overseas.

The idea behind the partnership is straightforward: people who spend much of their free time training may want partners who do the same.

“Surf is built around the idea that your personal interests and lifestyle matter when you’re dating,” Surf CEO Rob Long said. “Hyrox is a perfect example of that.”

Surf allows users to add a Hyrox affiliation to their profiles and filter potential matches based on fitness preferences and interests, including activities like pickleball and backpacking. Instead of an endless swipe-based feed, the app displays available singles in a grid-style view.

Surf is also betting that competing together can make for a better first date than drinks at a bar.

The dating app will bring its Hyrox Blind First Dates to races in Rio de Janeiro in November and London’s ExCeL in December, pairing singles who have never met before to compete together in a doubles race.

It’s an unconventional first date, considering a Hyrox race consists of eight one-kilometer runs interspersed with eight functional workout stations.

But the concept has already found an audience. Surf says its previous Blind First Dates at Hyrox races in New York and Miami generated more than 9 million organic social media views and attracted over 7,000 applications.

According to Surf, 90% of participating couples surveyed a week after their races said they had continued communicating with their doubles partner and/or had gone on a second date.

“Seeing the reaction to Surf’s Blind First Dates in the U.S. showed us just how powerful a shared love of fitness can be,” Hyrox co-founder and chief marketing officer Moritz Fürste said.

Fitness Dating Becomes Serious Business

Surf’s expanded Hyrox deal comes as startups increasingly see fitness and wellness communities as fertile ground for matchmaking.

Ateam relaunched in New York earlier this year with an 8,000-person waitlist and more than 15 fitness studio partners, positioning itself as a wellness-first alternative to traditional dating apps.

For both companies, the strategy reflects a broader shift toward social fitness, as run clubs, races and other wellness events increasingly serve as places to make connections beyond working out.

Surf is leaning particularly heavily into existing communities. Along with Hyrox, the dating app has partnerships with Palm Tree Music Festival and the World Surf League, using live events and shared interests as a way to move users from online matching to in-person interactions.