BFT may be out, but the “marathon of fitness” racing brand is having a stellar year, signing on partners like Puma, F45, Zepp Health and more

Body Fit Training (BFT), Xponential’s boutique strength training brand, is sunsetting its exclusive partnership with competitive racing company Hyrox.

The collaboration officially ends Sept. 30.

The Australia-born BFT says the decision reflects its commitment to the best interests of its franchise network and the broader boutique fitness brand. Individual BFT studios still have the option to affiliate with Hyrox on their own terms, according to the boutique fitness brand.

“After conducting a thorough review and engaging directly with our franchise partners, it became clear that while the partnership with Hyrox brought significant brand awareness and engagement, the current structure did not fully meet the needs of our franchisees,” BFT said in a statement explaining the decision.

BFT highlighted the milestones it achieved with Hyrox, including events in Singapore and Melbourne.

“The partnership was born out of an opportunity for both parties and the strength of brand alignment,” BFT said. “We were the best fit as a brand and training methodology, with our programs still best in market to prepare members for Hyrox races.”

When reached for comment, both sides jointly stated that BFT is a valued partner to the Hyrox 365 ecosystem, and despite the partnership ending at the close of Sept., BFT remains part of the program with over 140 affiliates.  

Hyrox Makes its Mark

Although BFT is winding down its partnership, it’s been a solid year for Hyrox, which continues to bring fitness operators and adjacent brands into its orbit.

This month, the racing company announced a two-year partnership with Zepp Health Corporation that sees its smart wearable brand, Amazfit, serving as the official wearable and timekeeping partner.

Over the summer, Hyrox also named GoodLife Fitness, Canada’s largest gym brand, the official title sponsor for Hyrox Toronto 2024. The event will be held in October, marking the fitness racing brand’s first-ever event in Canada. Mark Wahlberg-backed F45 Training also inked a two-year deal with Hyrox. 

In April, the global fitness race brand partnered with Fiit, a digital fitness platform, and Chris Hemsworth-founded fitness and wellness platform Centr to unveil Hyrox365, a training and education ecosystem for gym operators and coaches. Hyrox expanded on the deal with Centr in June to produce competition-grade equipment and digital experiences.

Puma is also on board with the Hyrox, now serving as the official apparel and footwear partner for races until 2027. 

credit: Xponential Fitness

BFT Concentrates on Growth

While Hyrox enjoys new heights, the same can be said for BFT.

Xponential Fitness acquired the brand in 2021, which continues to gain ground. BFT opened its 300th studio in March as it expands in North America and Europe.

Athletech News spoke with fitness entrepreneur Tage Flugeim this summer, who is leading BFT’s expansion in Scandinavia following a master franchise agreement that will see the development of up to 50 studios.

“I can really see a place in the market for this right now,” Flugeim told ATN. “Over twenty percent of the population in Sweden and Denmark are members of a health club of some sort, and health is really high on the agenda at the moment.”

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