Peloton’s new collaboration with Hyrox signals a pivot beyond bikes and treadmills as the brand leans into community and competitive fitness
Peloton is powering into the competitive fitness arena through a new partnership with Hyrox, the global fitness racing brand, aligning its connected platform with the rising demand for hybrid endurance training.
The company announced the collaboration on social media this week, revealing it will serve as Hyrox’s official digital training partner. As part of the launch, Peloton is introducing a dedicated Peloton x Hyrox Collection featuring on-demand classes tailored to the race’s strength and conditioning format.
“Get ready to challenge yourself with curated classes designed to help you crush your next competition,” the Peloton wrote, noting the programming is suitable for first-timers and returning Hyrox competitors.
Peloton also shared a behind-the-scenes video of how its beloved instructors have been training and pushing their limits at Hyrox competitions.
“More to come…” the connected fitness company teased.
The partnership comes as Hyrox continues to scale its global footprint and Peloton advances its image beyond connected fitness hardware and into a more holistic fitness brand focused on strength, conditioning and real-world connection and performance.
It also underscores Peloton’s effort to deepen community engagement, which has become a core piece of its long-term strategy.
See Also
ATN’s Edward Hertzman (left) and Peloton’s Nick Caldwell (credit: Flickman Media)
“People have an expectation when they buy a Peloton product, that they’re becoming part of something bigger,” Peloton CPO Nick Caldwell said during ATN’s Innovation Summit last month. “We have to go beyond offering just what we see on the leaderboard, high fives and hashtags… our members crave more.”
Caldwell noted that organic groups are already forming on external platforms, where hundreds of thousands of members are sharing fitness tips and support. Aligning with Hyrox, a brand known for its devoted community and shared competitive goals, adds a new layer to that equation.
For its part, Hyrox is seemingly everywhere, having recently hosted its 2025 World Championships. Its momentum shows no signs of slowing as it builds out a global ecosystem of training partners, brand sponsors and performance facilities.
credit: Hyrox
In recent months, the fitness racing brand has expanded its footprint through deals with major gym operators like New York Sports Club, Everlast Gyms, and Gold’s Gym, each launching dedicated Hyrox Performance Centers designed to mirror race-day intensity. At the same time, Hyrox has debuted custom-designed turf with Centr and named pliability as its first official stretching partner.