HYROX Shop Debuts: THG Unleashes Global D2C Experience for Fitness Fans
We’re halfway through 2025, and it’s already starting to feel like the year of HYROX. The world’s ultimate fitness race is having a major moment.
More than 600,000 athletes tackled the lactic-acid-burning challenge during the 2024/25 season — over three times the number from the year before.
The momentum shows no signs of slowing. With a packed race calendar stretching into the end of the year, HYROX is cementing itself as the go-to proving ground for hybrid athletes worldwide.
Fans can’t get enough of this rapidly growing fitness phenomenon — and neither can brands.
From shoes and recovery supplements to performance gear and functional equipment, companies are lining up for a chance to partner with the sport.
PUMA, Built for Athletes, Myprotein, and Centr — Chris Hemsworth’s creation — are just a few of the major names already working with HYROX in various capacities.
Now, every piece of HYROX-branded gear — from training kits to exclusive collabs — is just a few clicks away. The HYROX shop marks a new era for the brand, streamlining official merch into a single, athlete-first destination.
THG x HYROX Shop
Built in partnership with THG Commerce — the end-to-end commerce arm of THG Ingenuity — the HYROX shop is designed to meet the needs of a global audience, offering rapid delivery and an upgraded user experience.
Through THG’s fulfillment network, known as Fulfil, HYROX can now reach 195 countries via 250+ courier services — all with industry-leading shipping speeds.
Next-day delivery cut-off times have been extended to 1am for same-day dispatch, making it easier than ever to get your gear, fast.
Moritz Fürste, Co-Founder at HYROX, said: “Our partnership with THG Commerce marks an exciting new chapter for HYROX as we launch a new global ecommerce platform.
“Athletes across the world can now purchase official HYROX products and exclusive collections from global partners on the website, which THG Commerce has been integral to making happen at speed and scale.
“We’re thrilled to be taking this next step in the brand’s evolution and giving athletes the ecommerce experience they deserve.”
This isn’t HYROX’s first touchpoint with the THG ecosystem. Myprotein, one of THG’s flagship brands, is already the Official Nutrition Partner of the sport.
While THG’s work in AI, commerce tech, and supply chain infrastructure plays in a broader space, the growing partnership between HYROX and THG is one to keep tabs on.
Indeed, Myprotein’s range of HYROX-ready supplements will be available on the HYROX shop, alongside PUMA apparel and trainers, Centr equipment, and more.
Richard Ward, CEO at THG Ingenuity, added: “HYROX has been an industry disruptor since it launched in 2017, and we’re thrilled to join their journey to help solidify their global presence.
“At THG Commerce we’re experts in connecting brands to customers where it matters most, removing complexity from the ecommerce journey to deliver real value.”
The HYROX shop is now officially live — ready for athletes to gear up with everything the hybrid sport has to offer.
