Amazon partners with Hyrox fitness racing series

Amazon has entered into a global partnership with the fitness racing series Hyrox, becoming an official partner of the brand. The collaboration includes the launch of dedicated Hyrox storefronts on Amazon, featuring sports nutrition, supplements, wearables, and recovery equipment.

The partnership initially focuses on Europe, with active storefronts in the United Kingdom, Germany, France, Italy, Spain, and the Netherlands. Future expansion may include the United States. Beyond retail, the deal integrates Amazon’s ecosystem through curated Hyrox playlists on Amazon Music and physical on-site activations at major European events during the 2026/27 season.

Amazon will also serve as the title partner for the Hyrox London event at ExCeL this December. Hyrox co-founder and chief marketing officer Moritz Fürste stated that the partnership aims to support the sport’s rapidly expanding community by providing easier access to necessary training and racing products.