A reported Adidas deal, new standards for 2026 and a 14-event tour signal ATHX’s push to become the next global stage for hybrid athletes, following in Hyrox’s footsteps
A report making the rounds this week suggests that ATHX Games has landed a four-year global partnership with Adidas, a major swing for the U.K.-born functional fitness competition that comes as Hyrox and other competitive formats continue to draw record participation.
Dubbed the “ultimate functional fitness experience,” ATHX Games runs as a 2.5-hour continuous event across multiple zones, with an updated structure for 2026 with new movement standards and formats designed by co-founder and functional fitness coach Ollie Marchon.
• Strength: strict press, squat, deadlift
• Endurance: run, row
• MetCon X: ski-erg, ground-to-overhead, sandbag carries, box jump overs, burpee broad jumps, walking lunges
A 12-week structured training plan is available on the Marchon Training app.
“ATHX has always been built for all athletes, and 2026 proves it,” Marchon told the publication. “From the first timer to the accomplished competitor, the new workouts are a true test of fitness at every level. The tests are designed to challenge real-world strength, endurance and skill without the unnecessary complexity seen in other competitions.”
Despite the often intimidating vibe surrounding such competitive types of events, Marchon said the programming reinforces ATHX’s belief that fitness should be accessible and credible for all.
For 2026, ATHX has laid out a full European tour. Fourteen events are locked in across 10 countries, beginning in London at the end of January and wrapping in Amsterdam in early November. The U.K. remains its strongest foothold with four events, while Germany, France and Spain each get two stops. The rest of the circuit rounds out with single events in Italy, Ireland, Denmark and the Netherlands.
Looking ahead, ATHX reportedly has entry plans for the U.S. as well as the Middle East and Asia-Pacific regions.
Beyond competition day, ATHX is also growing its footprint through an affiliate gym network, allowing local gyms to run official ATHX workouts and help athletes prepare.
The broader hybrid-fitness space is heating up. In addition to Hyrox and ATHX, luxury athletic country club operator Life Time recently debuted its LT Games in Minneapolis, drawing 150 athletes from 25 states and featuring top names from Hyrox, DEKA and CrossFit. The two-day event blended running, rowing, ski-erg intervals and strength work across 17 stages.
