Sports retailer rebel has announced a new partnership with HYROX Australia, strengthening its presence in the fast-growing functional fitness community that blends endurance and strength training.
HYROX, a global mass-participation fitness series, combines 8km of running with eight functional workout stations and has seen rapid momentum in Australia. More than 30,500 participants competed nationally in 2024, reflecting increasing demand for accessible, community-driven competition formats.
As part of the partnership, rebel will host activations at HYROX events and become the exclusive sporting retailer of the Puma x HYROX apparel and footwear range, alongside Puma and HYROX. The retailer will also offer rebel Active members opportunities to win competition entries during the 2025/2026 season.
rebel Active members will gain access to a dedicated recovery zone at BYD HYROX Melbourne from December 11 to 14, 2025, featuring post-event support and giveaways. The Puma x HYROX range is currently available online and in select stores, with a broader rollout planned in 2026.
“HYROX has tapped into something truly special in the fitness world – a format that’s competitive but welcoming, challenging and achievable for everyone,” said Gary Williams, Managing Director at rebel.
“For rebel, this partnership is about celebrating all athletes, from the everyday to elite level, and creating memorable experiences both on and off the course.”
HYROX APAC Managing Director Gary Wan said the partnership reflects HYROX’s expanding footprint in Australia.
“We’re thrilled to welcome rebel to the HYROX family. It’s a natural fit between Australia’s biggest sporting retailer, and Australia’s fastest growing sport,” said Wan.
“rebel’s passion for movement, wellbeing and community engagement perfectly aligns with our mission to make functional fitness a sport for everyone. Together, we’re bringing the HYROX experience to even more Australians, with the energy, support and recovery experiences that make each event unforgettable.”
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