Hyrox has been sold in a deal reportedly worth around $700 million.
Infront, the majority owner since 2022, has exited. Founders Christian Toetzke and Moritz Fürste are back in control, holding 51%, with private equity firm L Catterton as the lead minority partner.
Race day stays the same: the same 8km, the same eight stations, the same finish line.
What changes is who decides your entry fees, which watch can carry the Hyrox name, and how fast new cities join the calendar.
Timeline: from Infront’s exit rumours to completion
- 2017: Christian Toetzke and Moritz Fürste launch Hyrox in Hamburg.
- December 2019: Infront Sports & Media makes its first investment in Hyrox.
- 2022: Infront becomes majority shareholder.
- 15 April 2026: Amazfit signs its three-year global wearables exclusive with Hyrox.
- June 2026: Sky News reports L Catterton is pursuing a stake in Hyrox. This site covers the story, putting the implied valuation at up to €1bn and flagging rising entry fees and a shift toward broadcast and spectator revenue as the likely direction under institutional ownership.
- August 2026: Reports narrow the deal structure, indicating Toetzke and Fürste would retain majority control at completion.
- 8 September 2026: Infront confirms completion of the sale. Toetzke and Fürste hold 51%, with L Catterton and WndrCo as minority partners.
Your entry fee is now set by the people who set it before
This site flagged the entry-fee question when L Catterton’s interest first surfaced in June.
Fast-growing participation events attract investors who want to raise prices. Ironman is the direct comparison: entry fees rose steadily there once institutional owners took over, and broadcast and spectator revenue grew alongside them as the property scaled.
Toetzke and Fürste now control that outcome directly. You are racing under the pricing plan built by the same two founders who took Hyrox past 1.4 million participants in the 2025/26 season. Investors who bought a minority stake to back that growth have less reason to force a change to it than a majority owner would.
Toetzke told SportsPro his priorities are Olympic recognition and product expansion. Fürste said on Instagram that he and Toetzke plan to stay involved “for years to come.”
Your watch choice is unaffected
If you train and race in Amazfit hardware, the partnership continues on the same terms.
The three-year global exclusive the brand signed in April 2026 covers smartwatches, rings, cameras, glasses and straps, plus access to the HYROX 365 training network. Toetzke and Fürste negotiated that deal directly, and they now hold majority control of the business, so the licence stays inside the relationship that created it.
A Garmin or Coros watch works just as well for training. Exclusivity covers only the Hyrox name and branded software.
Garmin already supports the third-party Roxfit app through Connect IQ for structured Hyrox logging. Coros shipped its own Hybrid Fitness mode with a PFT test that replicates the official workout. Every station and every run split logs the same way on either brand. The Hyrox name on the workout screen is the one thing that stays exclusive to Amazfit.
Your race calendar keeps expanding
Hyrox is targeting 2 million participants in 2026/27 and 3 million by 2028. A founder-led ownership structure with institutional backing gives that expansion plan more capital.
PUMA’s apparel and footwear licence, agreed independently of this sale and running to 2030, is the clearest sign that major consumer brands expect the growth to hold.
Buenos Aires, Stockholm, Jakarta, Sydney and Birmingham were already on the calendar when this site covered the first funding rumours in June. That list keeps growing, on a similar entry-fee structure to the one you are racing under now.
Last Updated on 9 September 2026 by the5krunner
My favourite kit and nutrition
- Garmin Fenix 9 Pro — I’ve just bought one.
- Injinji – Runners protect your toes. Avoid discomfort and minor injury. Run more. Run faster. I use them.
- Garmin 90-degree charging adapter — A small keyring adapter you can use anywhere. Essential when away. I use one.
- Garmin charging puck — the fastest and most reliable way to top up your Garmin before a session. I use one.
- Ravemen FR300 — Front light that mounts directly under your Garmin or Wahoo head unit. Keeps your bars clean and your beam pointed where it matters. I use one.
- Body Glide – The blue anti-chafe stick that all swimmers and many runners use. I use it.
- Maurten — The race nutrition trusted by elite athletes. Gels and drink mixes engineered to be easy on the stomach. I use them.
- Garmin Varia RTL515 — A radar rear light that alerts you to vehicles approaching from behind. Pairs with your Edge or Wahoo. I use this model.
- Favero Assioma Pro RS2 — The power-meter pedals most serious cyclists choose. Accurate, easy to move between bikes. I use this model.
- Garmin Forerunner 970 — A serious choice for a pro-grade triathlon watch. I use this.
- Polar H10 — My daily driver for accurate, waking HRV readings.
- Wahoo ELEMNT Roam 3 — The bike computer that has the feature Garmin lacks: usability. I use mine on most rides.
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tfk is the founder and author of the5krunner, an independent endurance sports technology publication. With 20 years of hands-on testing of GPS watches and wearables, and competing in triathlons at an international age-group level, tfk provides in-depth expert analysis of fitness technology for serious athletes and endurance sport competitors. ID
