Lexus has become the latest high-profile brand to enter the fitness racing space. The luxury Japanese car manufacturer has partnered with HYROX North America, sharing a commitment to performance, community, and storytelling.
Lexus will become the official National Vehicle Partner of HYROX North America, with its branding appearing across eight races throughout the 2026-2027 season, as well as key marketing.
Why Lexus Has Partnered With HYROX
The collaboration with HYROX provides Lexus with an opportunity to authentically appear in the health and fitness space. HYROX has become the world’s largest fitness racing series, and Lexus Marketing Vice President Cynthia Tenhouse has spoken on the deal:
“HYROX brings together performance, determination, and community – values that closely align with Lexus. Through this partnership, we’re creating a premium experience that challenges athletes to push beyond what they thought possible while showcasing how innovation and purposeful design can support every stage of the performance journey.”
What is the Lexus Performance Challenge?
The Lexus Performance Challenge is set to debut at HYROX Boston, allowing attendees and athletes to test their strength and conditioning in vehicle-inspired trials. The event will take place in the Partner Village, while HYROX Boston will also mark the first outing of GX x HYROX, a custom recovery space and training platform.
GX x HYROX features the Lexus GX and CENTR fitness equipment, including wall-ball targets, kettlebell storage, sandbags, and a sled. The interior includes a recovery lounge offering red-light therapy, massage seats, blackroll equipment, and refrigerators. This space is designed to support athletes before and during competition.
Both the Lexus Performance Challenge and GX x HYROX will also feature at these events:
- HYROX Boston | Oct. 8-11
- HYROX Denver | Nov. 12-15
- HYROX Dallas | Nov. 18-22
- HYROX Nashville | Dec. 9-13
- HYROX Chicago | Feb. 11-15
- HYROX Phoenix | Feb. 25-28
- HYROX Miami Beach | Mar. 26-28
- HYROX NYC | May 27 – June 7
These are some of the areas the Lexus brand will feature at HYROX events:
- Lexus Fast Lane: Floor visuals along the inner lane of the course.
- Finish Ramp Branding: The Lexus logo will be displayed on the finish ramp floor.
- Signage: The logo will also appear on social media posts, venue signage, and elsewhere.
Moritz Fürste, HYROX co-founder and Chief Marketing Officer, said this on the announcement:
“Lexus is a natural partner for HYROX, with a shared belief in performance, purposeful innovation, and the power of community. We’re excited to work with Lexus to create new ways for athletes and fans to engage with the race, while bringing their commitment to design and performance to life across the season.”
