The tech and retail giant is launching Hyrox storefronts, race-day activations and training playlists across Europe, with expansion to markets including the U. The deal marks the biggest validation yet of the fitness-racing boom Amazon is making perhaps its biggest push yet into the fitness world, and it’s doing so alongside one of the industry’s fastest-growing brands. The tech and retail giant has struck a global partnership with Hyrox , becoming an official partner of the fitness racing series and launching dedicated online storefronts, Amazon Music playlists and in-person activations built around the training and race-day experience. Amazon will also serve as title partner of Hyrox London ExCeL this December, giving the company a major presence at one of the biggest fitness events in the world. The partnership launches first in Europe, with dedicated Hyrox storefronts now live on Amazon in the U.