Hyrox founders Christian Toetzke and Moritz Fürste have regained majority control of their Hamburg-based fitness racing brand in a deal valuing the company at about €600 million. Backed by L Catterton and WndrCo, they bought out Infront Sports & Media, which helped expand Hyrox to more than 100 events, 1.4 million participants and 1.5 million spectators worldwide.
The founders of Hyrox, the indoor fitness race that has taken gyms from Mumbai to Manchester by storm, have bought back control of the company they built, teaming up with private equity giant L Catterton in a deal reported to value the business at around €600 million.
Christian Toetzke and Moritz Fürste, the co-founders of the Hamburg-based fitness-racing brand, have regained majority control by buying out Infront Sports & Media's stake, backed by a consortium led by L Catterton and including WndrCo, the venture firm founded by former DreamWorks boss Jeffrey Katzenberg. Neither Hyrox nor Swiss firm Infront disclosed financial details, though several outlets have put the valuation at roughly €600 million, or about $698 million.
L Catterton describes itself as the world's largest consumer-focused investment firm, and counts LVMH, the luxury conglomerate behind Louis Vuitton, Dior and Tiffany, among its backers.
Infront first invested in Hyrox in December 2019 and took majority ownership in October 2022. Under Infront's stewardship the brand grew rapidly, with more than 100 events attracting over 1.4 million participants and 1.5 million spectators across the 2025/26 season. Infront's president and chief executive said the sale followed a strategic review and reflects the platform's strength and prospects.
A partner at L Catterton praised the founders for building not just a race but an entire category, saying the firm was proud to back them as they take hybrid racing to a worldwide audience.
Hyrox was created in 2017 by Toetzke and Fürste, the latter a double Olympic hockey gold medallist for Germany, and the format has grown from a niche challenge into a genuine global sport. That growth is increasingly visible in India, where the race has developed a fast-following fitness crowd. Hyrox's India head, Deepak Raj, told an international news agency the brand had reached close to 1.5 million participants at some stage this year, across more than 35 countries and over 100 cities.
Raj said the sport was now eyeing a longer-term Olympic future rather than an immediate one. He noted the 2028 Games came too soon given the format hadn't yet caught on in several regions, but pointed to 2032 and 2036 as the realistic pathway. He cited this year's world championships in Stockholm, where 101 countries were represented, as proof standards have already been established.
The timing is notable given India's own Olympic ambitions: the Indian Olympic Association formally wrote to the IOC's Future Host Commission in October 2024 expressing interest in hosting the 2036 Games, the same edition Hyrox has flagged as a target for inclusion.
Hyrox's push has been bolstered by World Triathlon's approval of a related format, "Hyathlon," this year, adding weight to the sport's Olympic case as its new owners look to scale it further.
With inputs from various sources.