Sports Direct partners with HYROX for four more races

Sports Direct is once again partnering with fitness racing concept company HYROX for four more races, following its successful collaboration at last year’s London Olympia competition and a recent race in Warsaw, Poland.

The Warsaw event, which took place from 12-13 April, saw over 2,500 people compete in Europe’s first-ever HYROX stadium.

The next events will be in London, on 3-5 May, through Everlast Gyms – Sports Direct owner Frasers Group’s gym and fitness offering – followed by Cardiff, Maastricht in the Netherlands, and Dublin.

The events will see Sports Direct host interactive fitness challenges with HYROX athletes and spectators for the chance to win prizes, including a free year of Everlast Gyms membership and bundles from MyProtein.

The events are supported by Everlast Gym’s bespoke six-week HYROX training programme, available via the Everlast Gyms app, as well as Sports Direct’s strategic partnership with Puma which "further strengthens the shared commitment to engage with consumers and revolutionise fitness experiences".

Michael Murray, CEO of Frasers Group, said: "As one of the world’s leading sports retailers, we offer the best selection to help athletes get race ready. HYROX and Puma share this same commitment to performance, making them a natural partner as we challenge consumers to be their best – both in training and on race day."

Moritz Furste, HYROX Co-founder and CMO, added: "Following the success of Sport Direct’s title partnership for HYROX London in December, we’re excited to be evolving this partnership with five more events across UK, Ireland, and Europe.

"HYROX is a sport for everybody and Sports Direct aligns with our ethos and mission on being accessible for all."