"The Wall Balls at the end
were the true boss."

PUMA’s worldwide partnership is a testament to the global success of HYROX, which saw more than 175,000 participants compete in over 65 races during the 2023/24 season. This exciting collaboration has now given rise to the first-ever PUMA X HYROX collection. To celebrate this milestone, we had the pleasure of speaking with our CEO, Arne Freundt, about the HYROX movement and his personal experiences with the sport. In this exclusive interview, Arne gives valuable tips if you are considering trying HYROX. He also provides insights into the strategic partnership and offers a glimpse into the future of this dynamic collaboration.

Arne, can you tell us about your first HYROX Race? How did it go?

Arne: In October 2023, I had the opportunity to take part in my first HYROX event in Munich. Together with HYROX co-founder and two-time Olympic field hockey champion Moritz Fürste, I competed in the men’s doubles. Looking back, I’m very happy with our team performance, unfortunately I hadn’t explicitly trained for it beforehand. I would change that next time.

How did PUMA come to be the exclusive partner for HYROX?

Arne: Our journey to becoming the exclusive partner for HYROX began with our shared vision of revolutionizing fitness. Our partnership started locally in 2018 with the first HYROX race in Hamburg (Germany), where we saw the potential of this unique fitness competition to inspire and challenge athletes of all levels. Over the years, our partnership grew stronger as we supported HYROX events and watched the sport explode in popularity. By 2024, HYROX had become a global phenomenon. Seeing how well our goals aligned and the potential to innovate in the fitness space, we decided to take our partnership to the next level globally.

As a CEO and an enthusiast of HYROX, what advice would you give to someone looking to get involved in this sport?

Arne: My recommendation for anyone interested in HYROX would be to try out the exercises beforehand. This way, you can use your strength effectively and avoid wasting energy due to incorrect technique. Overall, HYROX is very inclusive and has a very high finisher rate. If anyone is in doubt, just start as a double. Then you have someone who complements you and you can motivate each other. But also, as a spectator it is a great event. The races have a great vibe and it’s a fantastic community!

HYROX combines various fitness disciplines. Which part of the race do you personally find most challenging, and how do you overcome it?

Arne: The exercise I found most challenging was the last one. The Wall Balls at the end were the true boss. Partly because of the technique, and partly because it’s the last exercise when you’re already exhausted. Running was the easiest for me, as I do it regularly. It also helps to bring your heart rate down a bit.

We are just about to launch our first HYROX AH24 collection. How do you think this partnership and product launch will impact PUMA’s brand image and market position?

Arne: As the go-to brand for all your HYROX race gear from 2024 to 2027, PUMA is all about leveling up your game. It’s not just about being part of the race; it’s about being part of your journey to smash your personal best. This partnership allows us to engage with a broader audience and continue our mission of pushing the boundaries of performance and fitness in order to be FOREVER. FASTER. The first collection will be released in September this year, and a broader range will be offered in spring/summer 2025. This will also include headwear and bags, for example.

How do you see the future of HYROX evolving?

Arne: I’m thrilled about the growing number of HYROX competitions in 2025. It’s fantastic to see so many people queuing up for the races, proving that HYROX is not just a trend but a movement. We’re committed to supporting all HYROX athletes on their journey, and it’s incredibly rewarding to be part of their success.