Hyrox, the mass participation fitness racing series, has announced a multi-year international partnership with Boss Parfums, the fragrance line of the luxury fashion brand, covering several major European markets.
The partnership will run across the DACH region (Germany, Austria, and Switzerland), the UK and Ireland, Spain, the Nordics, Belgium, the Netherlands, Luxembourg, and Poland.
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Through this collaboration, Boss Parfums will title sponsor several Hyrox events this season.
This started with the Boss Parfums Hyrox Karlsruhe (October 1–4) in Germany and will continue with the event in Poznań, Poland from November 20 to 22.
The brand will also have a presence through race-day activations – including branded booths, exclusive product sampling moments, premium athlete experiences, and more across the event calendar.
More than 2 million participants are projected to take part across 105 Hyrox races in over 30 countries during the 2026-27 season.
Earlier this month, the founders of Hyrox furthered their presence in the space, investing in the functional fitness and CrossFit competition series Xenom.
Founded in 2017 in Germany, Hyrox is an indoor fitness competition for both amateurs and professional athletes, which makes mass accessibility one of its primary selling points.
The concept has been steadily growing in popularity over the last few years, having hosted an annual pro/elite championship since 2019, and a top-tier professional circuit, known as the Elite 15, which it has leveraged into sponsorship support from high-profile brands such as Puma, MyProtein, and Amazfit.
Last month, Infront, the Switzerland-based international sports marketing company, sold its majority stake in Hyrox to a consortium led by investment firm L Catterton.
L Catterton was joined in the consortium by Hyrox co-founders Christian Toetzke and Moritz Fürste, as well as digital media and software holding company WndrCo (founded by former DreamWorks chief Jeffrey Katzenberg).
Infront Invested in Hyrox in December 2019, adding the property to its Active Lifestyle division, before acquiring a majority stake in the series in 2022.
