17 Apr 2023
BFT and Hyrox join forces
BY Tom Walker
Asia Pacific-based fitness franchise, BFT (Body Fit Training), is joining forces with one of Europe's largest fitness races, Hyrox, as part of a partnership that will see the two companies strengthen their presence in each others' geographical markets.
As part of the deal, BFT clubs will become the exclusive training centres for the delivery of Hyrox training programmes in Asia Pacific, adding Hyrox-specific training programmes to its weekly programming at all 240 of its studios.
In return, the collaboration will help drive BFT's brand awareness in Europe, as the company looks to secure a foothold on the potentially lucrative European market.
Hyrox athletes will also be encouraged to become members of their local BFT clubs.
Attracting more than 50,000 participants at events held in major cities – such as London, New York, Madrid, Hamburg and Amsterdam – Hyrox events are among the largest fitness races in the world.
The competitions give fitness enthusiasts a platform to test their strength, skill and endurance through typical gym exercises.
The races start with a 1km run, followed by one functional movement, a process that repeats eight times. The event always takes place in a large indoor venue, creating a unique stadium-like atmosphere for all participants.
Hyrox has now scheduled its first Asia Pacific events for Sydney and Melbourne in August, 2023.
Cameron Falloon, founder of BFT, said: "We're very excited to announce this innovative partnership and feel that the BFT training system is uniquely positioned to be the perfect Official Training Partner for Hyrox and the many people that attend their events globally.
"We can’t wait to see the positive growth from this partnership for both brands, with Hyrox participants training in BFT studios around the world, and our BFT communities participating in Hyrox events."
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