Amazon becomes an official partner for the world’s largest fitness racing series, with dedicated HYROX storefronts, curated Amazon Music playlists, on-site activations for athletes, and Amazon confirmed as the title partner for HYROX London ExCeL in December.
Amazon and HYROX, the world’s largest fitness racing series, today announce a global partnership that connects HYROX’s rapidly growing community of athletes with the wide selection of sports nutrition, training equipment, apparel, and everyday essentials available on Amazon, with fast, reliable delivery for Prime members on eligible products
Built for everyoneSince launching with a single race in Hamburg in 2017, HYROX has grown into a global fitness phenomenon. The format is simple: 8 x 1 km runs paired with 8 functional workout stations. The same eight runs and eight stations, wherever you race. Last season, more than 1.5 million participants lined up across 105 events in 35 countries, with HYROX projecting more than 2 million participants across 107 race weekends spanning six continents during the 2026/2027 season.Central to that growth is a belief that resonates with Amazon: fitness should be accessible to everyone, regardless of background, ability, or experience.
One destination for training, racing, and recoveryTo celebrate the partnership, Amazon has launched dedicated HYROX storefronts in Europe, starting with the UK, Germany, France, Italy, Spain, and the Netherlands. The storefronts bring everything athletes need into one place, including a curated selection of products from official HYROX partners:
- Fuel – Protein, supplements, energy, and coffee to power every session
- Performance Tech–Watches, wearables, and tools to track your progress
- Training & Recovery–Equipment, mobility tools, and recovery kit to keep your training on track
- Skin & Body– Grooming and skincare to feel fresh after the race
- Accessories – Grips, tapes, and the essential kit that gets you to the start line
Prime members enjoy fast, reliable delivery on eligible products, whether restocking mid-training block or picking up last-minute race day fuel. The selection is quite limited in some categories across certain marketplaces, and I want to avoid giving customers the impression that this is the full extent of what Amazon offers in these categories
A soundtrack for every stationThe partnership goes beyond the storefront. Amazon Music is launching curated HYROX playlists designed for each functional station and run, accompanying athletes from training through race day
The Gear Grab: Amazon’s immersive booth experience across EuropeAmazon will also bring the partnership to life at major HYROX events across Europe, with on-site activations designed to connect the community with Amazon creators and influencers — offering athletes a real-life, in-person Amazon experience alongside their race day.Starting this season, Amazon is bringing product discovery to life at major HYROX events across Europe through The Gear Grab, a booth experience where athletes move through a series of stations built around their HYROX journey:
- Athlete DNA — A quick quiz that unlocks a personalised Amazon Kit List based on training style and goals
- Hold the Weight — A grit-testing challenge that brings competitive energy to the booth
- Rebuild Station — Hands-on recovery with the latest wellness technology
- Shop-Mania — A curated, endless-aisle experience featuring tailored essentials for training, race day, and beyond
Whether you’re prepping for your first race, supporting a friend, or just curious about fitness gear, the booth is open to everyone at the event to explore. For athletes who share their journey on social media, the booth also introduces the Amazon Influencer Program, a programme that helps them make more of the training and race-day content they already create, featuring the gear and essentials that power their HYROX season.The Gear Grab will travel across the HYROX European Roadshow, appearing at major events throughout the 2026/2027 season.
Amazon as title partner for HYROX London ExCeLHYROX London is back this December, and Amazon is the title partner.Last season, HYROX London made history at ExCeL London as the biggest HYROX event the world has ever seen with 40,000 participants across the weekend: record-breaking entries, non-stop start waves, and an electric atmosphere from the first heat to the final finisher. This year, it goes bigger.From 2nd to 6th December 2026, ExCeL London becomes the home of fitness racing for five days. A highlight is the second HYROX Elite Series Races of the 2026/2027 season, bringing the world’s top athletes to compete in the Elite15 and Challenger15 categories across Singles and Doubles.Thousands of athletes will also race across Singles, Doubles, Pro, and Relay divisions throughout the week. HYROX YoungStars gives the next generation aged 8 to 15 their own chance to compete and experience race day first-hand. Whether you’re a first-time racer, a seasoned competitor, or cheering from the sidelines, there’s something for everyone.As title partner, Amazon will activate across the venue with interactive experiences and opportunities for athletes and spectators to engage directly with the brand, from the Entertainment Zone to the Thunderdome viewing area.
Rocco Braeuniger, Amazon Country Manager for DACH, said: “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. That spirit of accessibility resonates with us. 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.”
Moritz Fürste, Co-Founder and Chief Marketing Officer at HYROX, said: “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, so they can get the support they need from start to finish.”
What’s nextThe partnership launches across Europe first, with plans to expand to additional countries. For more details, visit the HYROX storefront on Amazon UK; Germany, France, Italy, Spain or the Netherlands
