Andy Devaney
HYROX has never been shy about shaking up the fitness world, and the brand has doubled down by teaming up with Lucid, the California EV maker turning heads with some of the most advanced electric vehicles on the planet.
HYROX rolls into its Frankfurt race weekend with a new partner that looks every bit as ambitious, and every bit as restless, as the athletes who hammer through its courses.
In plain terms, this is two performance-obsessed outfits hitching themselves together and charging straight into the 2025/26 season.
The deal marks a landmark moment for HYROX, making Lucid its first major automotive partner in Europe. It’s a union stitched together by a mutual obsession with perfection — from the grit of the competition floor to the aerodynamic lines of a luxury EV.
Lucid’s presence will run through every remaining HYROX event in the 2025/26 DACH season, its cars planted front and centre as a reminder that speed and endurance aren’t mutually exclusive; they’re mandatory.
This is HYROX through and through: precise, unforgiving, and allergic to half-measures. And Lucid? Exactly the same — just on wheels.
Both brands thrive on engineering their own versions of progress. HYROX brings the global fitness race sweeping across more than 30 countries with an expected 1.3 million athletes stepping into the arena this season.
Lucid, meanwhile, keeps pushing the boundaries of sustainable mobility with a technical swagger that’s hard to ignore. Together, they’re selling the idea that high performance doesn’t have to burn fossil fuel — it just needs ambition.
Lucid’s line-up backs the talk. There’s the all-new Gravity SUV, a seven-seater supercar built for people who want space without surrendering acceleration. And the Lucid Air sedan continues to muscle its way through the EV market with the longest range, the highest efficiency in its class, and power figures that would make a sports car blush. Already active in Germany, Switzerland, the Netherlands, and Norway, the company is gearing up for further European expansion.
But this partnership isn’t just about horsepower or heart rates. It’s a community. Fitness die-hards, trainers, recovery specialists, apparel brands, tourism networks — every HYROX event sparks an economic ecosystem. Add in Lucid’s own tribe of design-savvy EV loyalists, and you’ve got two passionate worlds overlapping in all the right ways.
Enno Eller, Global Head of Sales at HYROX, puts it clearly: “We are thrilled to partner with Lucid, our first major automotive partnership in the European market, bringing together two brands that are redefining what is possible by choosing to compromise nothing on performance or experience. Together, we’re inspiring people to achieve their highest potential, whether through fitness or automotive performance.”
On the Lucid side, the message is just as direct. Lawrence Hamilton, President of Europe at Lucid, says: “This partnership brings together two brands defined by precision, endurance, and results. With HYROX, we are launching our first major sports collaboration in Europe – an important milestone to showcase our brand promise to compromise nothing and establishing the Lucid brand across the region. Together, we aim to inspire more people to move, explore, and push boundaries and we’ll showcase the Lucid Air and Gravity to audiences who value endurance, design, and innovation in equal measure.”
Strip it all back and the partnership makes complete sense. HYROX pushes bodies to the limit. Lucid pushes EV engineering just as hard. Both believe in doing things properly, not taking shortcuts, and leaving the competition coughing in their dust.
Call it a meeting of minds. Call it a shared ambition. Whatever the label, it’s a pairing built to surge across Europe — fast, focused, and with zero hesitation.
