Infront, the Switzerland-based international sports marketing company owned by Chinese conglomerate Wanda Group, has announced the sale of its stake in the mass participation fitness competition format Hyrox to a consortium led by investment firm L Catterton.
The group has acquired Infront’s majority stake in the fitness competition brand.
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L Catterton is 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).
Going forward, L Catterton says that its “extensive experience scaling high-growth consumer and fitness businesses around the world” will help it drive further Hyrox growth.
The firm’s portfolio includes A.P.C, The Amazing Brentwood, Solidcore, LAB Golf, Fever Labs, and more.
Speaking on the deal, L Catterton managing director Shena Willis said: “As consumer specialists, L Catterton closely tracks secular trends, and we see Hyrox as uniquely well positioned, having created a global movement around Hybrid Racing, giving athletes in over 30 countries a place to train, compete, and pursue their personal ambitions.
“We also value deeply the type of partnership we are privileged to have with exceptional founders such as Christian and Moritz, and we have tremendous confidence in their leadership as Hyrox enters this next chapter.”
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.
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.
On the firm’s divestment from the series, Infront president and chief executive Philippe Blatter commented: “Following a thorough strategic review, we have decided to divest our stake, as we believe this transaction represents the right next step as Hyrox enters its next phase of development.
“Supported by a compelling offer that reflects the platform’s strength and prospects, this transaction allows Infront to realise the value created through the partnership while focusing on new growth opportunities, particularly in the Active Lifestyle sector.”
