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 & Partnerships 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?

When we first sat down with the HYROX team, the connection was immediate. At Myprotein, we’re here to fuel ambition in every form - from first-time gym-goers to world-class competitors. HYROX represents exactly that: a global fitness movement built on inclusivity, challenge, and community. It’s not just about winning - it’s about showing up, pushing through, and progressing.

And that’s a mindset we understand well.

In the 2024-25 season alone, HYROX delivered over 90 events across more than 30 countries, with 600,000 athletes competing and 500,000 spectators turning out to support them. That kind of momentum doesn’t happen by accident - it happens when a sport taps into something real: the desire to get better, go further, and be part of something bigger.

For us, this partnership is a way to get even closer to the people we serve. We know that today’s athletes don’t fit into one box - they run, they lift, they train hybrid. They care about quality. They want products that taste great and perform under pressure. And they’re hungry for education that makes them better. 

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

The development of the HYROX nutrition range was rooted in real-world insight and real athlete feedback. We started with a collaborative workshop alongside HYROX leaders, then gathered input from over 4,000 members of the HYROX community through a dedicated nutrition survey. Our product and formulation teams worked directly with HYROX Elite 15 athletes, combining scientific research with performance insight to refine every product in the range - from flavour to function. 

The goal was never to create supplements for the sake of it. The goal was to build a system that supports athletes through every stage of their race - from preparation to peak performance to recovery. Products that not only fit into an athlete’s routine but enhance it. 

Finding the right balance between high-performance formulation and broad accessibility was one of the key challenges. We knew the range had to meet the demands of elite athletes without leaving out the wider community. That challenge shaped the way we approached every product - resulting in a line that’s not only effective, but relevant and useful to HYROX athletes at every level. 

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

Partnering with HYROX has helped shift the way fitness communities see Myprotein. It’s strengthened our presence in the performance space - especially among hybrid athletes, who represent a growing and important part of our audience.

This collaboration has enabled us to move beyond being seen purely as a product brand, positioning us instead as a performance-focused partner that understands the needs of athletes at every level. The partnership reflects a shared mindset: focused, ambitious, and progress driven.

Independent brand tracking in 2025 showed notable gains in key metrics - awareness, consideration, and preference - particularly within hybrid and functional training segments. More importantly, HYROX gave us a meaningful platform to show not just what we offer, but what we’re committed to: helping people train with purpose and perform with confidence. 

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

While our mission is to become the world’s leading sports nutrition brand, our focus remains on supporting real progress - for every type of athlete. That’s the foundation of this partnership.

By showing up at HYROX events through sampling, education sessions, and athlete-led content, we’ve moved beyond just supplying co-branded products. We’re building a more active role within the hybrid training space - working alongside the community, not just marketing to it.

Looking ahead, this partnership creates opportunities for us to go further: from product innovation tailored to hybrid demands, to new collaborations with HYROX affiliated gyms and coaching platforms, to ongoing support for a fast-growing, global athlete base.

This is more than a one-off campaign - it’s a long-term investment in a category, a community, and the evolution of performance nutrition.