Get HYROX ready with official title partner Sports Direct

Budding HYROX Champions can head to the Sports Direct Oxford Street store to complete their pre-registration and for last-minute prep

In partnership with PUMA,  Sports Direct is celebrating the return of HYROX (Saturday 4th – Monday 6th May) at London Olympia with two days of in-store activities on Thursday 2nd and Friday 3rd May at its Oxford Street flagship, getting participants race-ready with all the kit and knowledge they need.

Recently announced as HYROX’s title partner, Sports Direct will be the home for HYROX London Olympia competitors to complete their pre-registration. They will also be offering people the opportunity to win high-performance gear from the PUMA HYROX collection, providing a taste of what the competition has to offer through three workout stations —consisting of rowing machines, assault runners and skiergs. Even those who don’t win the PUMA HYROX range can take away key performance stats to enhance their last-minute training routines.

Challengers can check into the competition in-store, where HYROX team members will ensure they are fully prepared for race day. Live DJs will perform in store to pump up attendees, and PUMA HYROX ambassadors, Faisal Abdalla and Gede Foster, will be on-site providing last minute advice.

To complete the preparation, Sports Direct and PUMA will also be hosting a series of gym classes for fitness enthusiasts of all levels in the FLANNELS store across the street from the Sports Direct Oxford Street location on the 2nd May and a run club with MyProtein on the 3rd.

Founded in Germany in 2017, HYROX has brought its races to exhibition halls across 20 countries, creating an immersive and electrifying race at various levels, from ‘Open’ (the standard level race) to ‘Pro’ level for solo racers, and the opportunity to compete as doubles or as a team with their ‘Double’ or ‘Relay’ options respectively.

Global leaderboards & a cumulative World Championships race take place at the end of each race season, where one lucky competitor will be crowned the World Champion, a title currently held by USA competitors, Lauren Weeks and Hunter McIntyre for the third time each.

Frasers Group CEO, Michael Murray said: “HYROX shares Sports Direct’s ambition to make sports accessible to all as it is a race designed to accommodate both professional athletes and everyday fitness enthusiasts. I am a big believer in fitness and well-being, and nobody has captured the fitness space and created hype quite like HYROX has. We’re excited to see how seasoned competitors and first-timers perform in the race with the support of our in-store activities, and how many of our shoppers feel inspired to take their training to the next level.”

HYROX founder, Christian Totzke said: “We believe that HYROX is the healthiest form of competition on earth, it’s a sport which anyone can compete in and it’s great for us to see Sports Direct with its huge reach and depth of consumer support our journey. Our mission is to connect the world’s training communities through our sport, training and lifestyle and there are few better conduits for that mission than Sports Direct which already serves as a townhall for so many different sports, brands and people.”

Fitness fans can take part in Sports Direct’s in-store activation on 2nd and 3rd May 2024 at its Oxford Street flagship. To take part in HYROX’s upcoming London race on 4th – 6th May, you can sign up via the HYROX website (

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