FPS advises Infront on the sale of its majority stake in Hyrox

Infront Sports Media AG (Infront), headquartered in Zug, Switzerland, is one of the world’s leading sports marketing companies. With around 1,000 experts across more than 40 offices in over 20 countries, Infront offers innovative digital solutions, world-class event organisation, international media rights marketing, sponsorship marketing and activation, and state-of-the-art media production.

HYROX is a sport known as ‘Hybrid Racing’ and a standardised competition format in which participants run eight one-kilometre laps and then complete a functional training session. Infront first became involved with HYROX in 2019 and has held a majority stake since 2022. During this time, the platform has developed significantly on an international scale. In the 2025/2026 season, over 100 events were held, attracting more than 1.4 million participants and over 1.5 million spectators.

L Catterton is a global investment firm specialising in consumer goods. The company was formed in 2016 through the merger of Catterton Partners with the investment activities of LVMH and the Bernard Arnault family’s holding company. As part of the partnership, the HYROX founders and L Catterton intend to invest jointly in the further development of the HYROX format and the expansion of Hybrid Racing as a global sport. HYROX aims to achieve recognition as an Olympic discipline in the medium term.

The transaction was successfully completed in September 2026.

Led by M&A partner Dr Thomas Schnülle-Weingart, the FPS team provided advice particularly in the areas of corporate/M&A and tax law.