Leading online sports nutrition brand, Myprotein, will be the official nutrition partner for HYROX, ‘the global sport of fitness racing’, throughout the upcoming European season.
The partnership will see the two brands collaborate to provide nutrition for HYROX participants, initially across Europe. The fitness racing competition has expanded to over 20 countries and 175,000 participants in the 2023-24 season.
HYROX training and competition combines traditional endurance disciplines with natural movements that test fitness and strength. The sport’s accessibility to beginners or elite athletes allows participants to manage their own training through a combination of digital, in-person and affiliate gym networks.
Neil Mistry, CEO of Myprotein owner THG Nutrition, said “We are thrilled to be partnering with a brand whose values so closely align with that of our own. HYROX is a major player in the sports world, with their popularity continuing to grow, so this feels like a perfect time for us to collaborate and an imperative step in our mission to become the world’s most empowering health movement.
“This launch is only the start of this partnership, with lots of exciting news to follow, but for now we are delighted to be supporting the team and providing nutrition to those taking part in the HYROX competitions throughout the season.”
HYROX founder Christian Toetzke said “This partnership with Myprotein further solidifies HYROX’s commitment to enriching the HYROX lifestyle, ensuring our community is fuelled for not only race day, but encouraging a holistic approach to wellness with Myprotein nutrition solutions. I look forward to seeing this partnership grow, and it only feels right to kickstart this journey in Myprotein’s home, Manchester.”
Myprotein will be supporting a full roster of HYROX events throughout the upcoming year. The official launch is aligned with the arrival of HYROX in Myprotein’s home, Manchester (January 27-28, 2024), and will see the brand take headline sponsorship. In Manchester, Myprotein will offer up sampling opportunities, competitions and product giveaways across the weekend.
www.hyrox.com
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