Hyrox Sold to L Catterton-Led Consortium: What It Means for the Sport

On September 8, 2026, a consortium led by private equity firm L Catterton announced the acquisition of Infront Sports & Media's majority stake in Hyrox. The discipline's two founders, Christian Toetzke and Moritz Fürste, keep their ownership stakes and regain control over the brand's strategic direction. WndrCo, Jeffrey Katzenberg's investment vehicle, completes the buying group.

Infront had held the majority stake since October 2022. Under its ownership, Hyrox grew to more than 100 events per season, with 1.4 million participants and 1.5 million spectators across the 2025/26 season. The deal's valuation was not officially disclosed, though several financial outlets put it close to €600 million.

Why an LVMH-backed fund is buying an indoor obstacle race

L Catterton is a consumer-focused private equity firm formed in 2016 from the merger of Catterton, L Capital and LVMH. Bernard Arnault's group remains a lead shareholder, which explains why business press has linked the deal to French luxury's growing appetite for sport and wellness brands.

The fund points to the global community built around hybrid racing, a format that combines running with functional stations (sled, rower, ski erg, wall balls) on a timed course. This is a bet on the sport itself, not just on an events calendar.

What the deal actually changes for athletes

A buyout by this kind of investment fund usually speeds up a sport's professionalization rather than its editorial direction. Ironman and Spartan Race both went through the same shift before Hyrox: more events, stronger broadcast and streaming deals, and tighter licensing structures for organizers and partner gyms.

Toetzke confirmed that Olympic recognition remains the top priority, a goal the brand had already stated before the sale. For French gyms running Hyrox training sessions, this kind of deal mostly signals one thing: the discipline is no longer a niche format, it now attracts the same capital as running or triathlon.

Whether this financial scale-up changes the community feel that built Hyrox since 2017 remains to be seen. Local organizers are watching one number in particular: race entry prices.