Lexus Turns the GX Into a Rolling Gym for Its New HYROX Fitness Racing Deal
Lexus becomes the official vehicle partner of HYROX North America for 2026–27 — and marks the deal with a one-of-one GX packing Centr training gear outside and a red-light therapy lounge inside.
Lexus wants a piece of the fitness racing boom. The automaker has signed on as the Official National Vehicle Partner of HYROX North America for the 2026–2027 season, and it is marking the deal with a one-of-one GX rebuilt into a mobile gym with a recovery lounge in the back.
The agreement puts Lexus branding at every HYROX race in the region, including floor graphics along the inner lane of the running course and a logo on the finish ramp carpet. At eight events, the brand will also run the Lexus Performance Challenge, a vehicle-themed running contest inside the Partner Village. The tour opens at HYROX Boston on October 8–11 and wraps up in New York City next spring.
The GX x HYROX concept is the automotive centerpiece. The exterior works as a training station, with integrated Centr equipment that includes full-height wall-ball targets and lockable rear storage for kettlebells, sandbags, and a sled. Centr, the equipment brand founded by Chris Hemsworth, has supplied the competition hardware at HYROX races since 2024, so the gear bolted to the truck is the same kit athletes face on the race floor.
Inside, the cabin swaps third-row practicality for a recovery suite: red-light therapy, massage seating, a built-in refrigerator, and a set of Blackroll mobility tools. Lexus describes the build as supporting athletes before, during, and after a workout.
The donor vehicle makes sense for the job. The current GX is a body-on-frame SUV with a 349-hp twin-turbo 3.4-liter V6, 479 lb-ft of torque, and a tow rating of up to about 9,000 pounds — enough margin to haul a small gym without complaint.
Lexus is arriving at a busy party. HYROX, founded in Hamburg in 2017 by Olympic field hockey champion Moritz Fürste and event organizer Christian Toetzke, expects more than two million athletes across 107 race weekends in the 2026–27 season, up from over 1.5 million a year earlier. Consumer giants including Puma, Adidas, and Amazon have already bought into the sport, but a national vehicle partner is a first for the North American series.
Financial terms of the partnership weren't disclosed. The GX x HYROX remains strictly a show build for now — Lexus hasn't hinted that any of the training or recovery hardware will reach the accessory catalog. After Boston, the concept and the Performance Challenge travel to Denver, Dallas, Nashville, Chicago, Phoenix, and Miami Beach before the season closer in New York, May 27 through June 7.
