HYROX and Amazon have announced a new global partnership, bringing together one of the world’s fastest-growing fitness competitions with one of the world’s biggest consumer brands.
The partnership will initially focus on Europe, with dedicated HYROX storefronts launching on Amazon in the UK, Germany, France, Italy, Spain and the Netherlands. Athletes can find everything from sports nutrition and supplements to training equipment, wearables, recovery products and race-day essentials in one place.
But the deal goes well beyond online shopping.
Amazon will have a presence at major HYROX events through The Gear Grab, an interactive experience designed around training, recovery and product discovery. Amazon Music will also launch HYROX-specific playlists, while Amazon becomes the title partner of HYROX London ExCeL, which takes place from 2nd -6th December 2026.
Why HYROX?
The partnership comes at a significant point in HYROX’s growth.
After starting with a single race in Hamburg in 2017, HYROX has developed into a global fitness phenomenon. More than 1.5 million people competed across 105 events in 35 countries last season, with HYROX expecting more than 2 million participants during the 2026/27 season.
That makes the sport particularly attractive to a company like Amazon.
HYROX athletes don’t just buy a product once and turn up on race day. They train for months, regularly buying nutrition, footwear, equipment, technology and recovery products along the way.
Amazon is effectively positioning itself alongside the athlete throughout that entire journey.
A partnership that could grow
For HYROX, Amazon provides enormous reach and an easy way for athletes to access products relevant to their training. For Amazon, HYROX offers access to a rapidly growing and highly engaged global fitness community.
The partnership is also expected to expand beyond the initial European markets, suggesting this could become a much bigger relationship over time.
And that’s where things get interesting.
Could HYROX eventually move its Elite races to Prime Video?
While there is nothing in the current announcement to suggest that HYROX’s Elite Series broadcasts are moving to Prime Video, it is an interesting possibility for the future.
HYROX’s Elite Series is becoming a more substantial global sports property, while Amazon already has an established live sports presence through Prime Video. A future deal could potentially see the Elite races move to Prime Video, with YouTube continuing to provide highlights, clips and wider HYROX content.
That would give Amazon another live sports property while giving HYROX a major streaming platform with a global audience.
For now, that’s purely speculation. But as the relationship between the two brands develops, the question of where we watch HYROX could become just as interesting as where we buy our HYROX gear.
The bigger picture
The Amazon partnership feels like another sign that HYROX is evolving beyond being simply a race series.
It is becoming a global fitness ecosystem – encompassing training, nutrition, equipment, events, music, content and now a major retail partnership.
With Amazon’s reach and HYROX’s continued growth, this could be the beginning of a much bigger relationship.
And if HYROX continues its current trajectory, Amazon may not just be helping athletes prepare for the sport – it could eventually become part of how they experience the sport itself.
