When two forces in fitness come together with a shared mission, the result is more than just a collaboration - it’s a movement. Myprotein’s partnership with HYROX, the global fitness race taking the world by storm, is built on mutual values of inclusivity, performance, and community. As HYROX continues to grow a passionate base of athletes of all levels, Myprotein brings deep expertise in performance nutrition to support them - before, during, and after race day.  

Gareth Gray, Head of Licensing at Myprotein, explains how the partnership is redefining what it means to fuel functional fitness. With a product range informed by elite athletes, backed by community insights, and designed to help everyone push further on their fitness journey. 

What inspired Myprotein to collaborate with HYROX, and how does this partnership align with the brand's mission? 

The collaboration between Myprotein and HYROX is rooted in a shared passion for empowering fitness communities through transformative and inclusive values. HYROX, a fast-growing global sport, aligns seamlessly with our mission: to become the world’s most empowering health movement. Built on the principle that nobody finishes last, HYROX encourages movement and participation at all fitness levels, making it accessible to everyone, everywhere. This partnership marks a natural progression in the hybrid training space, combining Myprotein’s product expertise with HYROX’s sport-specific insights and input from the HYROX Elite 15 athletes. Together, we’ve created a unique offering that supports every stage of training; from pre-workout to recovery, while continuing to inspire individuals to push themselves further on their fitness journey. 

Can you share insights into the product development process for the HYROX range? Were there any challenges during this process? 

The nutrition range was developed through extensive internal insights and research into the specific needs of HYROX athletes, beginning with a validation workshop in collaboration with the HYROX team, followed by internal taste panel testing and reviews. A key challenge throughout this process was ensuring that we created an accessible solution that catered not only to the elite athletes but also to the broader community of open category participants. To support this, a comprehensive nutrition survey was conducted and completed by 4,000 members of the HYROX community and athlete base, helping us validate the range across varying performance levels. We also worked closely with the HYROX Elite 15 athletes, coordinating both face-to-face and virtual sessions between them and our nutrition product team to gather direct, high-performance insight. Our products are designed to empower all HYROX athletes with a more informed and personalised approach to their race day strategy, helping them perform at their peak and feel their best. 

How has the HYROX partnership influenced Myprotein's brand perception among fitness enthusiasts? 

The HYROX partnership has significantly elevated Myprotein’s brand perception among fitness enthusiasts by reinforcing our commitment to performance, innovation, and community. As a fast-growing global sport, HYROX aligns closely with our mission: the pursuit of progress and making fitness accessible to all. It’s not just about elite performance; it’s about moving, improving, and being part of something bigger. This shared value has allowed us to position Myprotein not only as a supplement provider, but as a true performance partner in the functional fitness space. 

To further validate this impact, third-party brand health tracking conducted in 2025 demonstrated uplift across all key metrics for our partnership with HYROX, including awareness, consideration, and brand preference. Awareness of our HYROX partnership in particular saw strong growth, underlining the resonance of this collaboration and its role in strengthening our connection with the global fitness community. 

How does this collaboration contribute to Myprotein's long-term goals and vision for the brand? 

This collaboration marked a new era for our product development strategy. Introducing a hybrid performance focused line that supports athletes through every stage: from pre-workout, to race day to recovery. The exclusive launch of this range at HYROX events, supported by education sessions, sampling stations, and athlete activations, has brought the brand closer to the community than ever before. 

Looking ahead, the partnership is opening doors beyond product, including content creation with top athletes, exclusive access to performance coaching tools through HYROX 365, and deeper integration into affiliated gym communities. It’s not only reshaped how fitness consumers see Myprotein, but it has created a platform where we’re helping define what performance nutrition looks like in a modern, inclusive, and competitive space.