Hybrid fitness is becoming a global sport.
What’s happening: UK-born functional fitness competition ATHX Games signed a four-year global partnership with adidas as it kicks off international growth.
New standard. With the German sportswear giant on board, ATHX is scaling from event upstart to global proving ground — expanding from four UK events to 11+ across Europe, with strategic entry planned in the US, Middle East, and APAC.
Alongside the deal, ATHX unveiled a 2026 format built on strength, endurance, and metabolic conditioning, introducing progressive workouts designed for both first-timers and elite competitors.
Head start. The partnership arrives as hybrid competition becomes a worldwide movement.
Expecting 1.3M participants this season, HYROX now spans 85+ cities across 30 countries while expanding its PUMA apparel deal. In the US, Life Time’s LT Games will return in 2026 after a sold-out debut.
Meanwhile, gyms and studios are embracing fitness-as-a-sport, transforming members into athletes with in-house races, throwdowns, and year-round training programs.
Punchline: adidas backing ATHX adds more momentum to a breakout category. With participation surging and gyms becoming training hubs, the race is on to redefine the global sport of fitness.
