Private equity firm L Catterton is reportedly close to finalizing a deal to purchase a controlling interest in Hyrox, a global fitness competition brand. This acquisition could value Hyrox at around €600 million, or approximately $697 million.
L Catterton, based in Greenwich, Connecticut, is also exploring options to bring in global partners, potentially from Asia, as co-investors. This strategy aims to capitalize on Hyrox's growing popularity in markets such as mainland China, Hong Kong, Singapore, and Tokyo. An agreement is anticipated to be reached in the near future, although discussions remain private and terms could still change.
Hyrox, founded in Hamburg in 2017, is currently owned by the Switzerland-based sports marketing and media business Infront Sports & Media, which itself is backed by the Chinese conglomerate Dalian Wanda Group. The fitness competition combines running with functional fitness stations and has rapidly expanded globally. The brand's international momentum is highlighted by Hong Kong being scheduled to host the 2027 Hyrox World Championships, marking the first time the event will be held outside of Europe or North America.
This potential investment would expand L Catterton's portfolio of consumer and sports-related assets. The firm already holds stakes in other fitness and sporting goods companies, including Equinox fitness clubs, Hydrow (a rowing machine manufacturer), and LAB Golf (a high-tech golf putter maker). L Catterton is also known for being backed by the family office of LVMH Chief Executive Bernard Arnault.
