BFT ends Hyrox partnership as part of new strategic vision

In line with a commitment support its franchise partners, BFT has made the strategic decision to conclude its exclusive partnership with Hyrox, effective from 30th September.

In a statement, BFT advised “this decision reflects our ongoing dedication to ensuring that all partnerships align with the best interests of our franchise network and the broader BFT brand.

“After conducting a thorough review and engaging directly with our franchise partners, it became clear that while the partnership with Hyrox brought significant brand awareness and engagement, the current structure did not fully meet the needs of our franchisees. BFT prides itself on fostering relationships that deliver mutual benefits and drive win-win outcomes. In this instance, it is in the best interest of our brand and franchise partners to allow individual studios the option to affiliate with Hyrox on their own terms.

“BFT has always been, and will continue to be, at the forefront of innovative and market-leading fitness solutions. The decision to partner with Hyrox initially showcased our forward-thinking approach, and we are extremely proud of the milestones achieved together, including record-breaking events in Singapore and Melbourne.

“However, as the fitness landscape evolves, so must our strategies and partnerships.”

While BFT studios will no longer have an exclusive partnership with Hyrox, it will continue to support those who choose to maintain their affiliation.

BFT added “the partnership was born out of an opportunity for both parties, and the strength of brand alignment.

“We were the best fit as a brand and training methodology, with our programs still best in market to prepare members for Hyrox races.”

Image credit: BFT.