Amazon joins as global partner of Hyrox

Amazon has signed a major partnership agreement with Hyrox, the popular fitness race series that has been rapidly growing in popularity in the Netherlands. The collaboration will be rolled out first across six countries, including the Netherlands, the United Kingdom, Germany, France, Spain and Italy.

Through the Amazon platform, dedicated Hyrox stores will be created where fans can purchase supplements, training apparel and care products. Athletes will also receive direct support through the partnership, raising the visibility of top competitors within the Hyrox circuit.

For Dutch Hyrox enthusiasts, this means the range of competition-related products available through Amazon will grow significantly. The partnership underlines how quickly Hyrox is developing into a commercially serious sport that attracts major brands.

It is notable that Amazon, traditionally known as a general online retailer, is now making a clear push into functional fitness. This move fits a broader trend in which large tech companies are looking to tap into the growing market for competitive fitness sports.