Built for Athletes pioneers partnership with global fitness brand

A new partnership for Cheshire-based premium fitness brand, Built for Athletes, is set to accelerate the business’s growth among dedicated fitness enthusiasts.

The brand, which in 2022 secured a seven-figure equity injection from Liverpool-based River Capital, has been named official backpack and luggage supplier for HYROX Europe, the world’s fastest growing fitness race combining both running and functional workout stations.

HYROX combines both indoor running and functional workout stations, where participants run 1km, followed by one functional workout station, repeated eight times.

This race format remains consistent across the globe, enabling global leaderboards and a cumulative World Championships at the end of each race season.

The collaboration was described as ‘the perfect fit’ by Built for Athletes chief executive Danny Costello following 18 months as the HYROX partner for UK events.

“It is a fantastic fit and gives us a great buzz to see the bags take off with the HYROX community. At a recent event in London we were the dominant carry goods brand with around 65% of competitors carrying our backpacks. We’re confident our representation will continue to grow through HYROX’s own rapid expansion,” said Danny.

A new exclusive collection to be launched in September will include a 35L backpack size and a recently introduced product, the crossbody bag, catering for athletes on race day and while training for German compamy HYROX.

Built for Athletes was founded in 2018 by Danny and his brother Nick Costello. Together the duo has developed a business now employing 10 people at their base in Stockton Heath and exporting worldwide.

The company has increased revenue by 64% since the River Capital investment. It hass led to significant product innovation and expansion into new markets, helping to accelerate the company’s success.

River Capital CEO, Mark Borzomato, said: “It has been fantastic to work alongside Danny, Nick and the management team at Built for Athletes to help them implement new sales and marketing strategies and expand product lines.

“They are a brand-orientated business, with a high end target market for their premium back-packs and other gym accessories. We helped them to create strategic partnerships with some of the globe’s most recognisable sporting brands such as Texas A&M, Borussia Dortmund and the Oracle Red Bull Formula 1 Racing team and we’re delighted to welcome HYROX as our newest partner.”

Danny Costello added: “The HYROX brand is flying worldwide, not only with events but also dedicated gyms opening up to cater for their growing community of athletes. It is an exciting time to be part of the HYROX movement and we are proud to be contributing to their success and the success and enjoyment of their fitness community.”

Christian Toetzke, founder of HYROX, said: “We are excited to officially partner with Built For Athletes, a brand that shares our commitment to enhancing the race experience for our competitors.

“Built For Athletes’ dedication to quality and their support of both professional and amateur athletes make them an ideal partner for HYROX.”