LVMH-backed private equity firm L Catterton is reported to be in “exclusive talks” to buy a stake in the indoor fitness competition Hyrox.
L Catterton has been in talks with the brand’s owner, Swiss-based Sports & Media AG, according to anonymous sources from Sky News.
According to the report, L Catterton has been discussing a potential investment with Swiss-based Infront Sports & Media, the owner of Hyrox, for “some time.” Financial terms of the proposed transaction were not disclosed, and the companies have not publicly commented on the discussions.
Founded in Germany in 2017, Hyrox reported “significant growth” as participation-based fitness events continue to gain popularity globally, “achieving approximately $140 million in revenue from around 650,000 participants globally in 2025.”
The brand has built a loyal following around its races and has expanded through sponsorships, partnerships, merchandise, and international events. Last October, Puma renewed and extended its partnership to provide official sportswear for Hyrox until 2030. Other sponsors include Red Bull, Amazfit, Centr, MyProtein, and Concept2.
Infront Sports & Media acquired a majority ownership stake in Hyrox in October 2022. The deal expanded upon an initial strategic investment upfront made by the mass-participation brand in 2019.
L Catterton, which is heavily backed by the luxury fashion giant LVMH and LVMH’s founder Bernard Arnault, has made a number of investments in the active lifestyle space, including Birkenstock, Peloton, Solidcore, and EGYM.
Image courtesy Hyrox
