People who asked not to be named because the talks are private say an agreement could come together soon. L Catterton, based in Greenwich, Connecticut, did not respond to a request for comment. Sky News said in June that L Catterton had been discussing acquiring a stake in Hyrox.
A representative of Dalian Wanda said the company would not comment. Hyrox and Infront did not respond to requests for comment. Bloomberg News reported in October that a Boyu Capital-led group held talks last year to acquire Infront.
Hyrox started in 2017 in Hamburg and has quickly become a standout in mass-participation sports, with competitors rotating between running segments and fitness stations. Hong Kong will host the World Championships in 2027, marking the first time the event leaves Europe or North America.
As Hyrox's footprint expands in Asia, L Catterton is exploring bringing in global partners, including from that region, to invest alongside it.
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L Catterton has been leaning into sports and fitness, putting money into L.A.B. Golf last year and holding consumer and performance names like Equinox and Hydrow. If this deal lands near €600 million, it is another sign that private equity sees big potential in scalable, community-driven fitness formats that travel well geographically. With Asia interest building and a global championship headed to Hong Kong in 2027, the takeaway is simple: everyday athletes are fueling serious investment, and brands that turn workouts into events are getting the capital to grow.
