L Catterton, the private equity firm backed by LVMH, is reportedly in exclusive negotiations to acquire a stake in global fitness racing brand HYROX, according to a report from Sky News cited by Bloomberg.
According to the report, L Catterton has been discussing a potential investment with Swiss-based Infront Sports & Media, the owner of HYROX, for some time. Financial terms of the proposed transaction were not disclosed, and the companies have not publicly commented on the discussions.
Founded in Germany in 2017, HYROX has emerged as one of the fastest-growing fitness competitions in the world. The company combines endurance running with functional fitness exercises, creating a standardized race format that attracts both amateur and elite athletes. HYROX events are now held across North America, Europe, Asia, and other regions, with thousands of participants competing in races throughout the year.
The potential investment would provide L Catterton with exposure to the rapidly expanding fitness and wellness sector. The firm has a long history of backing consumer and lifestyle brands and benefits from its association with luxury goods giant LVMH.
HYROX has experienced significant growth as participation-based fitness events continue to gain popularity globally. The brand has built a loyal community around its races and has expanded through sponsorships, partnerships, merchandise, and international events.
Infront Sports & Media, which is headquartered in Switzerland, operates across sports marketing, media rights, and event management. The company acquired a majority interest in HYROX as part of its strategy to capitalize on the growing demand for mass participation sports.
If completed, the transaction would be another example of private equity firms targeting businesses benefiting from long-term trends in health, fitness, and experiential consumer activities.
No timetable for a potential deal has been disclosed, and there is no certainty that the discussions will result in a transaction.
