Rebel partners with HYROX Australia

Rebel has expanded its footprint in Australian fitness participation market through a new partnership with HYROX Australia.

Announced ahead of the 2025/2026 HYROX season, the collaboration is positioned to support the sport’s accelerating popularity and enhance participant experiences at events around the country.

Rebel managing director, Gary Williams, said the partnership aligns closely with the brand’s commitment to supporting community sport and encouraging active lifestyles.

“HYROX Australia has tapped into something truly special in the fitness world – a format that’s competitive but welcoming, challenging and achievable for everyone.”

“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,” Williams said. 

The partnership also supports the continued expansion of HYROX’s operations and brand presence across the region.

HYROX APAC managing director, Gary Wan, said that Rebel’s national retail reach and strong consumer community would accelerate awareness and engagement.

“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,” Wan said.

HYROX has rapidly established a strong presence in Australia, attracting more than 30,500 competitors in 2024 and building a community of everyday fitness enthusiasts, social participants and elite athletes.

Under the agreement, Rebel becomes the exclusive sporting retail partner for the Puma x HYROX apparel and footwear range in Australia.

The retailer will also activate at HYROX events nationally, launching engagement touchpoints designed to support athlete preparation, performance and recovery.

Activations will begin at BYD HYROX Melbourne in December 2025, where Rebel Active members will gain exclusive access to a post-race Recovery Zone and on-site giveaways.

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