THG Ingenuity launches website for Hyrox

THG Ingenuity’s Commerce division has launched a direct-to-consumer e-commerce website for Hyrox as part of a wider partnership to drive the World Series of Fitness Racing brand’s long-term growth as it expands its global footprint. 

Under the agreement, Hyrox, which creates indoor fitness competitions that combine running and functional workout stations and which recently also partnered with Sports Direct, will receive comprehensive support across e-commerce, marketing, and fulfilment. It will also cover a range of global services including re-platforming its D2C e-commerce website, customer services, sales processing, and international fulfilment. 
 
Hyrox co-founder Moritz Fürste, said: “Athletes across the world can now purchase official Hydrox products and exclusive collections from global partners on the website, which THG Commerce has been integral to making happen at speed and scale.”
  
THG Ingenuity CEO Richard Ward said: “Hyrox has been an industry disruptor since it launched in 2017, and we’re thrilled to join their journey to help solidify their global presence. We’re experts in connecting brands to customers where it matters most, removing complexity from the e-commerce journey to deliver real value.”

The Hyrox agreement builds on THG Commerce’s association with sports. It has a growing alliance with Williams Racing, that began with the team’s Formula 1 2024 season merchandising collection via its global fulfilment solution.