Hyrox Names Electric Car Maker Lucid As Partner, Olympic Vision On Deck

The EV maker joins Hyrox amid record participation numbers and as the global fitness-racing brand makes its Olympic ambitions known

Hyrox is heading into 2026 with a different kind of horsepower.

The fitness racing brand has inked its first European automotive deal for the 2025/26 season with California EV maker Lucid, bringing the company’s electric vehicles into a fast-growing sport that now spans more than 30 countries and expects 1.3 million participants next season.

The partnership, which kicks off next weekend at Fitness First Hyrox Frankfurt, gives Lucid a front-row spot to showcase its EV models, such as the Lucid Gravity SUV and Lucid Air, at all remaining events of the 2025/26 DACH season.

 “We are thrilled to partner with Lucid, our first major automotive partnership in the European market, bringing together two brands that are redefining what is possible by choosing to compromise nothing on performance or experience,” Hyrox global head of sales Enno Eller said. “Together, we’re inspiring people to achieve their highest potential, whether through fitness or automotive performance.”

The timing comes as Hyrox’s global footprint is scaling faster than ever, and as participation climbs across community-driven concepts.

The brand recently celebrated the opening of its 1,700th affiliated gym in the U.K., now surpassing 11,000 affiliated gyms worldwide, giving competitors more places than ever to train in real-life Hyrox conditions and gyms a new way to engage members. Fitness franchise Orangetheory is one of the latest to become an affiliate, turning select studios into Hyrox training grounds.

Next week, the momentum continues in London with a four-day event held 4–7 December at ExCeL, which is set to become the largest Hyrox has staged, expected to draw more than 40,000 athletes and over 30,000 spectators.

It’s a fitting backdrop, considering the U.K. has been one of Hyrox’s most explosive markets. The fitness-racing brand says participation has surged 5,614% since its debut at ExCeL in 2021.

The event will also debut a new format featuring a one-lap circular run course. The format, Hyrox says, is meant to improve flow and enhance spectator visibility.

“Hyrox London is a landmark moment for us,” Hyrox co-founder and chief marketing officer Moritz Fürste said. “I remember our first U.K. event here in London in 2021, and to see what Hyrox has become today is truly incredible.”

“The U.K. community has been a driving force for our growth, and this year’s expansion is another step toward realizing our long-term vision,” Fürste added. “With Hyrox now recognized as the newest discipline under the World Triathlon Federation, our ambition to one day stand on the Olympic stage feels more tangible than ever. We’re just getting started, and we couldn’t be more excited for the future of the sport.”

London will also preview what’s next. Hyrox will return to the city in March 2026 for the London Week of Fitness, a six-day multi-event program at Olympia featuring six full days of racing and the debut of Hyrox Youngstars, a two-day functional fitness competition for children and teens.

The week will also include the first Hyrox Coaches Summit, held at Twickenham’s Allianz Stadium.

“The London Week of Fitness represents a defining moment for our sport,” Hyrox co-founder and CEO Christian Toetzke said. “Bringing Hyrox London, Youngstars and our first-ever Coaches Summit together creates a truly global celebration of competition, coaching and community.”

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