Amazon and HYROX have announced a new global partnership designed to connect the fitness racing community with training, recovery and race-day products through dedicated Amazon storefronts and on-site event activations.

The partnership launched in Europe on August 25, with HYROX storefronts now live on Amazon in the UK, Germany, France, Italy, Spain and the Netherlands. The storefronts bring together products across sports nutrition, wearables, training and recovery equipment, skincare and race-day accessories, including items from official HYROX partners.

The agreement also extends beyond e-commerce. Amazon Music is launching curated HYROX playlists built around the race format’s runs and functional workout stations, while Amazon will activate at major HYROX events across Europe through a branded “Gear Grab” experience featuring personalized product recommendations, recovery technology and fitness challenges.

Amazon has also been named title partner of HYROX London ExCeL, scheduled for December 2–6, 2026. Last season’s London event attracted approximately 40,000 participants, making it the largest HYROX event to date.

The partnership comes as HYROX continues rapid global expansion. The race format combines eight one-kilometre runs with eight standardized functional workout stations. HYROX says more than 1.5 million participants took part across 105 events in 35 countries last season, with more than 2 million participants projected across 107 race weekends on six continents in 2026/27.

For Amazon, the collaboration provides a direct entry point into one of the fastest-growing participation-based fitness formats, while HYROX gains a global retail and distribution platform capable of supporting athletes across training, competition and recovery.

The initial rollout is focused on Europe, but both companies say the partnership is expected to expand into additional countries. Amazon has not yet announced whether a dedicated HYROX storefront or equivalent activation will launch in Canada.

The agreement adds another major global brand to HYROX’s growing commercial ecosystem as the fitness racing series continues to expand its event calendar, athlete base and partnership network.