LVMH-backed private equity firm L Catterton is in advanced discussions to acquire a stake in Hyrox, the fast-growing competitive fitness brand, according to a report by Sky News.
L Catterton has reportedly been in exclusive negotiations with Hyrox owner Infront Sports & Media, a Switzerland-based sports marketing group, following an extended period of discussions between the parties. While no valuation has been disclosed, an agreement could be reached within weeks, though the timing and structure remain subject to change.
Hyrox has rapidly expanded as a global indoor fitness race format, combining running with functional workout stations. Sky News reported that approximately 90,000 participants are expected to compete across events in cities worldwide this year, reflecting the brand’s accelerating popularity in the hybrid fitness space.
L Catterton, which is backed by LVMH’s founding family and has a growing focus on consumer and lifestyle investments, has been active in expanding its exposure to branded consumer businesses. The firm has also been linked to a planned $500m athlete-focused investment vehicle alongside sports figures including Kevin Durant, aimed at backing consumer-facing companies.
Infront Sports & Media, the current owner of Hyrox, is led by Philippe Blatter, who heads the Swiss-based sports marketing business.
