Hyrox Enters a New Era: L Catterton-Led Consortium Acquires Controlling Stake

The global fitness-racing phenomenon Hyrox has officially entered a massive new chapter. Swiss sports marketing agency Infront has agreed to sell its majority stake to an investor group led by consumer-focused private equity giant L Catterton (backed by LVMH).

Importantly, Hyrox co-founders Christian Toetzke and Moritz Fürste are not cashing out—they are actively reinvesting alongside incoming partners, including Jeffrey Katzenberg’s venture firm WndrCo, to retain leadership and long-term steering of the brand.

Key Deal Highlights

• Valuation: The deal reportedly values the hybrid-racing platform at approximately €600 million (~$700 million USD).
• Infront’s Exit: Infront originally acquired an initial stake in 2019 and became the majority owner in 2022. This transaction marks Infront passing the baton after years of explosive early international expansion.
• Founders Doubling Down: Rather than stepping aside, co-founders Toetzke and Fürste took on the opportunity to increase their commitment and safeguard the sport’s identity. As Fürste noted on social media:“Christian and I are doubling down on everything that we stand for in regards to Hyrox… You will not get rid of us anytime soon.”
• Investor Pedigree: L Catterton brings deep consumer and fitness industry experience—having previously backed brands like Peloton, CorePower Yoga, and Equinox—while Shena Willis (Managing Director at L Catterton) highlighted Hyrox’s unique global community spanning 30+ countries.

The Road Ahead

Founded in Hamburg in 2017, Hyrox has transformed from an experimental mass-participation event into a dominant global sports category, with projected participation expected to top 2 million athletes across the 2026/27 season.

Backed by major partners like Puma, Red Bull, and Amazon, the capital infusion will help Hyrox scale its international footprint—especially across rapid-growth markets in Asia and North America—expand affiliated gym networks, and solidify its moat against emerging hybrid-fitness competitors.

Sources & Further Reading

• Athletech News: [Hyrox Sold to L Catterton-Led Group in Deal That Includes Brand’s Co-Founders, Wndr & Infront](https://athletechnews.com/hyrox-acquisition-l-catterton-led-group-co-founders-wndr-infront/)
• Co-Founders Announcement: Hyrox Instagram Announcement
• Fitt Insider: [L Catterton-led Consortium Acquires Majority Stake in HYROX](https://insider.fitt.co/l-catterton-led-consortium-acquires-majority-stake-in-hyrox/)