HYROX and Lucid announce first automotive partnership in Europe

HYROX has announced its first major automotive partnership in Europe with Lucid ahead of HYROX Frankfurt, bringing Lucid Air and Gravity to DACH events.

HYROX and Lucid are taking their collaboration onto the European stage, with the World Series of Fitness Racing announcing its first major automotive partnership in Europe for the 2025/26 season. The debut is timed for one of the calendar’s loudest weekends: HYROX Frankfurt runs from December 12–14, 2025, and organisers expect around 15,000 athletes to compete.

The mechanics of the deal are designed to be highly visible: across the remaining HYROX events of the 2025/26 DACH season, Lucid’s presence will become part of the on-site experience. The partnership will showcase Lucid vehicles to the HYROX audience, with the communication naming both the Lucid Air and the all-new Lucid Gravity as the models audiences can expect to see.

In the announcement, the partnership is framed as a meeting of two performance cultures—elite athletic precision and automotive engineering. HYROX highlights its scale: the series is now staged in more than 30 countries, and it expects roughly 1.3 million participants in the 2025/26 season. For Lucid, that points to repeated contact with a fast-growing community that values endurance, design, and technology; for HYROX, it adds a premium automotive layer to the event environment.

Product context matters here, because Lucid is actively building its European story around Gravity. In European messaging, Gravity Grand Touring is listed with up to 748 km WLTP combined range, and the brand describes rapid charging as the ability to add up to 400 km in 14 minutes. German-language reporting adds market signposts for the lineup: Gravity Grand Touring is referenced from €117,000, while a more accessible Touring version is cited from €99,000 later on. Together, the details reinforce the partnership’s logic—Lucid is not aiming to be a niche EV cameo in Europe, but a recognisable presence in a sporty, lifestyle-driven arena.

Both sides emphasise the same theme—no compromises on performance and experience. HYROX positions the agreement as a milestone for its European market, while Lucid calls it its first major sports collaboration in Europe and a step toward strengthening brand awareness across the region. Taken pragmatically, the move reads less like a one-off promotional burst and more like a sustained bet on community visibility: a recurring presence at events where people chase personal bests—and tend to remember what surrounded that moment.