September 9, 2026

System Raises $20M, HYROX Changes Hands, TRIP Taps Kendall Jenner

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From hybrid fitness to peptide platforms, capital is flowing into the next generation of health brands.

System adds funding for peptide infrastructure

The vertically integrated peptide platform raised $20M to scale its vertically integrated peptide platform.

  • System connects consumers with licensed US clinicians and certified compounding pharmacies, while building toward greater control of the peptide supply chain.
  • New funding comes as peptides move from niche biohacking into a much larger consumer health category, with the company citing a global market expected to reach $163B this year.

System’s pitch is less about being another peptide telehealth provider and more about owning the infrastructure around access, sourcing, testing, and treatment.

HYROX changes hands

HYROX has a new majority owner, with a consortium led by L Catterton acquiring the stake from Infront Sports & Media.

  • The group also includes HYROX co-founders and venture firm WndrCo in an undisclosed deal valuing HYROX around $700M, per Bloomberg.
  • Since launching in 2018, HYROX has grown into a global sports platform, with more than 1.4M participants and more than 100 events in the 2025–26 season.

The deal gives HYROX new capital and growth partners as it pushes hybrid racing toward becoming a major global participation sport — with ambitions that could eventually include the Olympics.

TRIP taps Kendall Jenner

Jenner joins the London-born functional beverage brand as a global ambassador and shareholder as it eyes continued growth.

  • TRIP says it’s on track for $200M in revenue this year, after becoming the fastest-growing sparkling beverage brand in the US.
  • In growth mode, the company has built 1B+ social impressions across Instagram and TikTok and expanded into major retailers including Target, Whole Foods, Walmart, Costco, and CVS.

Jenner will lead a new global campaign, giving the brand a major celebrity platform as it pushes calming drinks further into the mainstream.

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