30-04-2025
Sports Direct partners with Hyrox and Puma for athlete training programme
Sports and fitness retail giant Sports Direct has partnered with fitness competition specialist Hyrox and major sports brand Puma to launch a 'Training Starts Here' initiative.
It said the collaboration 'highlights the retailer's drive to inspire athletes of all levels, and champion unparalleled fitness experiences".
Throughout 2025, it will host activations on and around race weekends "to drive further excitement and share expertise with competitors'.
Starting at Sports Direct Hyrox London (3-5 May), Everlast Gyms -- the Frasers Group-run gym and fitness group -- will host interactive fitness challenges with Hyrox athletes and spectators for the chance to win prizes including a free year of Everlast Gyms membership, bundles from MyProtein and more.
This is supported by Everlast Gym's bespoke six-week Hyrox training programme, available via the Everlast Gyms app.
Michael Murray, CEO of Frasers Group, said: 'We offer the best selection [of goods] 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 said: 'Following the success of Sport Direct's title partnership for Hydro 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.'
