E-commerce giant Amazon has announced a global partnership with HYROX. The deal includes branded marketplaces and athlete support, and will kick-start in the UK, Germany, France, Spain, Italy, and the Netherlands.
Amazon’s partnership with the fitness racing series means we can expect HYROX-heavy digital storefronts, athlete supplement support, training apparel, and performance cosmetics. The move is arguably Amazon’s biggest in the fitness industry to date.
What the Partnership Means for Amazon
HYROX athletes will even have the opportunity to listen to Amazon Music playlists that are tailored to different exercises. Amazon follows the likes of Puma, Centr, and Amazfit by partnering with HYROX. Amazon is already lining up expansion to the US market as part of the deal.
Amazon’s “Gear-Grab” activation will be personalized to athlete product suggestions based on different training styles, challenges, recovery technologies, and shopping experience.
Athletes and supporters visiting HYROX London Excel from December 2-6 will find Amazon as the title sponsor. As one of the biggest fitness events in the world, with over 40,000 participants last year, it’s the ideal opportunity for the tech and retail giant to launch the partnership.
Rocco Braeuniger, Amazon DACH Country Manager, spoke of his excitement about the HYROX partnership:
“At Amazon, we’re inspired by what Hyrox has built – a global community where a first-timer and an elite athlete line up for the same race, in the same format, anywhere in the world. We want to make it as easy as possible for this community to find what they need to prepare, compete, and recover – all in one place, at great prices, delivered fast.”
Why HYROX Is So Appealing to Amazon
With over 1.5 million athletes competing across 105 events last season alone, it’s little wonder that Amazon was so keen to partner with HYROX. These figures are set to increase to 2 million participants and 107 races for the 2026/2027 season.
The partnership is also a big deal for HYROX, with co-founder and Chief Marketing Officer, Moritz Fürste, saying:
“This partnership marks a major milestone for Hyrox and reflects the incredible global growth of the sport we have witnessed this season. Partnering with Amazon allows us to better support our rapidly expanding community by making it easier for athletes to access the products they need to prepare, train, and race, all in one place.”
