Hyrox, L Catterton’s New Venture in Sports

The Hyrox brand is a global platform that combines events, sponsorship, equipment, merchandising, and training programs, with a growing community of athletes and enthusiasts. During the 2025–2026 season, the company organized more than 100 events, attracting over 1.4 million participants and drawing 1.5 million spectators. Just three years ago, the platform had only slightly more than 80,000 participants, clearly demonstrating its exponential growth and, consequently, the interest it has generated among investment funds and major corporations.

Hyrox’s success stems largely from its concept, which transforms fitness into a true cultural phenomenon and a social identity. Each race follows the same format: an eight-kilometer run, alternating with eight functional training stations. Unlike competitions reserved for elite athletes, Hyrox is designed as a mass-participation sport—timed and comparable across cities—which allows participants to be part of a ranking system, track their progress, and, above all, feel a sense of belonging to a vast sports community.

For L Catterton—a private equity firm founded in 2016 through a partnership between Catterton, LVMH, and Groupe Arnault (Bernard Arnault’s family holding company)—which manages approximately $40 billion in assets and has invested in more than 300 brands, including Birkenstock and several fitness companies, the goal is to support a highly desirable brand before it reaches full maturity on a global scale. The intuition is spot-on: fitness and wellness are gradually becoming markets where value is no longer built solely on the product, but around the experience and the community, thus replicating a dynamic already well known in the world of luxury.

Hyrox currently operates in more than 30 countries and is even considering a presence at the next Olympic Games, in 2032 or 2036. As the sport becomes more established, new revenue streams are emerging: media rights, international partnerships, merchandise, and collaborations with premium brands—all of which could further boost the platform’s revenue.