ROLEY’S, the British beer brand behind Super Natural Lager, has today (6th October 2026) announced a three-year extension of its partnership with HYROX.
The agreement will see ROLEY’S continue as the Official UK National Beer Partner of HYROX UK, following the brand’s partnership with HYROX since October 2025. ROLEY’S will continue to be present at every HYROX UK event, with its branded bar creating a dedicated space for athletes and supporters to come together and celebrate their achievements as HYROX continues to evolve the event experience beyond the race itself.
ROLEY’S Super Natural Lager is a 4.4% ABV premium lager, brewed using the brand’s proprietary SmartBrew™ fermentation process.
Since launching its partnership with HYROX, ROLEY’S has been present across six events to date, reaching an audience of over 153,000 racers, and serving over 23,000 pints of Super Natural Lager to the HYROX community.
Stewart Rowley, Founder and CEO of ROLEY’S, said: “Extending our partnership with HYROX is an incredible moment of celebration for us. ROLEY’S was founded on a simple principle: that great beer and a healthy, active lifestyle can be enjoyed together, and HYROX is a natural extension of that belief. We’ve met so many incredible racers at HYROX events so far, and this extension means we’ll be able to meet, celebrate and share a proper beer with many more people”.
Moritz Fürste, Co-Founder and Chief Marketing Officer at HYROX said: “HYROX is about more than what happens on the competition floor, it’s about the people you train with, the community you build and the moments you share after you cross the finish line. ROLEY’S understands that, and we’ve seen first-hand how well the brand connects with our community. We’re excited to continue that partnership and give athletes and supporters even more opportunities to come together and celebrate.”
The extended partnership marks the next phase of ROLEY’S presence within the active lifestyle community. Over the next three years, the brand plans to continue to build on its relationship with HYROX, creating new opportunities to bring people together around the moments that sit beyond training and competition – reinforcing its belief that fitness and modern drinking culture can sit side by side.
