Centr, the official equipment provider of HYROX, introduced a new limited edition collection at the Phoenix Major during the Elite 15 races on Thursday, January 29th – available for the HYROX community to purchase.
Ahead of the new Equipment drop, we spoke with Centr CEO Andrew Sugerman to discuss the collection:
- Centr is revealing this limited edition collection live during the Elite 15 races in Phoenix. Why was it important to launch it in that environment, rather than as a traditional product drop?
HYROX is at its best when it’s experienced live. The intensity, the atmosphere, the precision of elite performance. Sport is more than something you watch; it’s something you feel. Launching this collection on the race floor, in the middle of Elite 15 competition, reflects that belief. These products belong in that moment, because they’re the same tools athletes rely on in training and on race day. It felt right that the first time people see them is when the sport is truly alive, and when fans can really connect with the action, bridging elite performance and fandom.
- This equipment drop is identical to what the Elite 15 athletes use in races. How important was authenticity in developing this collection?
As with all of our Official Competition Equipment, what is available to purchase is the same competition-grade equipment used on race day. The limited edition drop in the new Elite 15-inspired colorway is no different. We know every athlete who competes wants to know they are training with tools that will help elevate their performance. It’s a responsibility we take seriously and think there is no better way to train than with the official equipment of HYROX.
- The collection is described as a set of cultural artefacts. What does that mean in the context of HYROX?
HYROX is still a young sport, but it already has defining moments, athletes, and venues that shape its culture, and the Phoenix major is one of those moments. This collection captures that not just through the equipment itself, but also through the unique design and the individually numbered PHX_26 posters that come with each equipment purchase to authenticate them as part of this exclusive collection. It’s about marking a moment in time for the sport and giving fans something rare and tangible that connects them to it.
- How does this initiative strengthen the connection between Elite athletes and the wider HYROX community?
What’s special about HYROX is that the Elites and everyday participants all train the same way. The Elites’ dedication to improving their performance is inspirational to all athletes in the sport. Their success and hard work push athletes worldwide to train and compete with all-out effort. It’s this passion that we’re celebrating with the Limited Edition collection– now every day athletes can take home a piece of equipment that is a reminder of the Elites’ commitment to train like you race every day.
- Limited edition equipment drops can sometimes feel more like marketing than sport. How did you avoid that trap?
By staying grounded in performance. The focus was always on elevating the Elite 15, respecting the seriousness of competition, and helping those athletes stand out as the best in the new sport of HYROX– while still ensuring everything we put out meets the demands of race conditions. Â
The limited edition release is simply an extension of that work, where we are now giving other athletes the opportunity to train with the same tools used in Elite competition and participate in the sport at its highest standard.Â
As HYROX grows, moments like this matter because they build more than performance; they build fandom, identity, and culture, helping fitness racing evolve into a sport with the same kind of cultural weight you see in the biggest leagues, where what happens on the main stage becomes part of cultural legacy.Â
- What role does the Phoenix location itself play in the story of this release?
Phoenix is hosting one of the most important races of the season at an iconic venue (State Farm Stadium, home of the Arizona Cardinals), featuring the best athletes in the world. That context matters. Collaborating with a local artist like Lucinda Hinojos was also intentional. It grounds the collection in the place and gives it an identity beyond just equipment. It’s about honouring where the sport is, not just where it’s going.
- How does this launch reflect Centr’s evolving role within the HYROX ecosystem?
Our role goes beyond supplying equipment. We’re deeply involved in how the sport is experienced by athletes, fans, and the broader training community. This collection is a natural extension of that. It brings together elite performance, thoughtful design, and meaningful access, all while staying true to what makes HYROX special. We want to build the rituals of fandom in fitness racing and how we celebrate elite performance.Â
- What do you hope HYROX fans feel when they get their hands on a piece from this collection?
I hope they feel connected. Connected to the Elite athletes they watch, to the races they train for, and to the wider HYROX community. Training is part of the theatre of sport, just like competition. If this equipment helps people feel closer to that experience, then we’ve done our job.
Take an exclusive look at the collection here:
