PLANO, Texas, Sept. 14, 2026 /PRNewswire/ — Guided by a shared commitment to performance, community and compelling storytelling, Lexus is entering the fitness racing space through a new partnership with HYROX. As health and wellness communities continue to grow, the collaboration gives Lexus an authentic way to show up in the health and wellness space with athletes and fans alongside the world’s largest fitness racing series—an event platform and cultural movement that has captured the global wellness zeitgeist.

For the 2026–2027 season, Lexus will serve as the Official National Vehicle Partner of HYROX North America. The brand will be featured in key moments at every race and will bring an exclusive activation for athletes and spectators to eight events throughout the season.

“HYROX brings together performance, determination and community—values that closely align with Lexus,” said Cynthia Tenhouse, vice president, Lexus Marketing. “Through this partnership, we’re creating a premium experience that challenges athletes to push beyond what they thought possible while showcasing how innovation and purposeful design can support every stage of the performance journey.”

The Lexus Performance Challenge will debut this fall at HYROX Boston before traveling to select races across the U.S. Located within the Partner Village, the activation will invite attendees and competitors to take part in a vehicle-inspired running challenge. Boston will also mark the debut of the GX x HYROX custom vehicle build, a one-of-one creation designed as an exterior training platform and an interior recovery space.

Reimagined as a mobile training and recovery hub, the GX x HYROX concept pairs the Lexus GX with integrated CENTR workout equipment, including full-height wall-ball targets, and secure rear storage for kettlebells, sandbags, and sled. Inside, the cabin becomes a premium recovery lounge featuring red-light therapy, massage seating, refrigerated storage and Blackroll gear—supporting athletes before, during and after a workout.

Athletes and fans can visit the Lexus Performance Challenge and explore the custom GX x HYROX concept at the following races throughout the season.

• HYROX Boston | Oct. 8-11
• HYROX Denver | Nov. 12-15
• HYROX Dallas | Nov. 18-22
• HYROX Nashville | Dec. 9-13
• HYROX Chicago | Feb. 11-15
• HYROX Phoenix | Feb. 25-28
• HYROX Miami Beach | Mar. 26-28
• HYROX NYC | May 27 – June 7

Beyond the Lexus Performance Challenge, the partnership will extend Lexus’ presence across the race experience and digital channels, creating additional ways to connect with athletes and fans throughout the HYROX season:

• Lexus Fast Lane: Lexus floor graphics integrated along the inner lane of the running racecourse.
• Finish Ramp Branding: Lexus logo inclusion on the iconic finish ramp carpet for athlete photos and celebrations.
• Signage and Social Amplification: From structures and onsite signage to collaborative social posts and campaigns, Lexus will be featured across event and online assets.

Moritz Fürste, Co-Founder and Chief Marketing Officer at HYROX said: “Lexus is a natural partner for HYROX, with a shared belief in performance, purposeful innovation and the power of community. We’re excited to work with Lexus to create new ways for athletes and fans to engage with the race, while bringing their commitment to design and performance to life across the season.”

Together, Lexus and HYROX will create experiences that celebrate determination, deepen connections across the fitness community and inspire athletes and fans to pursue their own Standard of Amazing.

About HYROX
HYROX is the world’s largest fitness racing series, with an ecosystem of training and coaching built around performance, participation and community. Combining 8 x 1 km runs with 8 functional workout stations, HYROX has created a standardised race format where professional athletes and everyday competitors compete in the same event. Founded in Germany in 2017, HYROX now hosts races across more than 30 countries and six continents, alongside a broader ecosystem that includes HYROX 365 training clubs and programming, HYROX YoungStars, the Elite Series and HYROX Experiences.

About Lexus
Lexus’ passion for brave design, imaginative technology, and exhilarating performance enables the luxury lifestyle brand to create amazing experiences for its customers. Lexus began its journey in 1989 with two luxury sedans and a commitment to pursue perfection. Since then, Lexus has developed its lineup to meet the needs of global luxury customers in more than 90 countries. In the United States, Lexus vehicles are sold through 246 dealers offering a full lineup of luxury vehicles. With nine models incorporating Lexus Hybrid Drive, Lexus is the luxury hybrid leader. Lexus also offers seven F SPORT models. Lexus is committed to being a visionary brand that anticipates the future for luxury customers.

Media Contacts
Brett Miles
brett.p.miles@lexus.com

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SOURCE Lexus