Lexus Gets In On Fitness-racing Boom With Hyrox Deal

The luxury automaker is sponsoring Hyrox North America as major brands including Amazon, Puma and Adidas pour into the booming competitive fitness space

Fitness racing has another big-name sponsor.

Lexus has signed on as the official national vehicle partner of Hyrox North America for the 2026-27 season, giving the luxury automaker a presence at every race as the booming fitness competition continues attracting major consumer brands.

The partnership will include Lexus branding throughout Hyrox events and a larger activation at eight races, beginning with Hyrox Boston in October and continuing through Denver, Dallas, Nashville, Chicago, Phoenix, Miami Beach and New York City.

Lexus will debut its Performance Challenge in Boston, inviting athletes and spectators to participate in a vehicle-inspired running challenge inside the event’s Partner Village.

The automaker is also building a one-of-one GX x Hyrox vehicle designed as a mobile training and recovery hub. The concept features Centr workout equipment, including wall-ball targets and storage for kettlebells, sandbags and a sled, along with an interior recovery space featuring red-light therapy, massage seating, refrigerated storage and Blackroll gear.

“Hyrox brings together performance, determination and community — values that closely align with Lexus,” Lexus marketing vice president Cynthia Tenhouse said. “Through this partnership, we’re creating a premium experience that challenges athletes to push beyond what they thought possible while showcasing how innovation and purposeful design can support every stage of the performance journey.”

Blue-Chip Brands Bet on Fitness Racing

The Lexus deal adds another major corporate name to the growing list of companies investing in fitness racing as the sport’s audience expands.

Amazon struck a wide-ranging global partnership with Hyrox earlier this year, marking one of the tech and retail giant’s biggest moves into fitness to date. Sportswear giant Puma has been an even deeper part of the Hyrox ecosystem, serving as the fitness-racing brand’s global apparel and footwear partner and developing Hyrox-specific products (Nike has developed Hyrox-targeted products too).

And the sponsorship opportunity extends beyond Hyrox. Rival fitness-racing concept ATHX Games signed a global partnership with Adidas earlier this year as it looks to expand internationally.

The influx of household-name sponsors comes as fitness racing moves further into the mainstream. Hyrox expects participation to surpass 2 million athletes during its 2026/27 season and has expanded its ecosystem beyond race weekends through partnerships with gyms, fitness brands and digital platforms.

The fitness-racing company is also entering a new era of ownership. Earlier this month, Infront Sports & Media sold its majority stake in Hyrox to a consortium led by private equity firm L Catterton, with Hyrox co-founders Christian Toetzke and Moritz Fürste and venture capital firm Wndr joining as partners. The deal reportedly valued Hyrox at around $700 million.

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