Some have speculated that HYROX and IRONMAN are owned and operated by the same organization, likely due to their shared focus on endurance events and past connections to the Wanda Group. This confusion arises from Wanda Sports Group’s involvement in both ventures at different times. However, the reality is that HYROX operates independently, with Infront (a subsidiary of Wanda) holding a 50% stake, while IRONMAN is now fully owned by Advance Publications after being sold by Wanda in 2020.
Pre-HYROX
Speculation about HYROX’s ownership has often resembled a game of telephone. To address the rumors and explore HYROX’s remarkable growth, we sought to uncover the facts. Here’s what we found.
Christian Toetzke founded the original Upsolut Sports GmbH in 1995, specializing in endurance events such as triathlons and cycling races. In 2013, the company was acquired by Lagardère Sports and Entertainment, where Toetzke continued his work on endurance sports projects.
Birth and Growth
In 2017, Toetzke and Olympic gold medalist Moritz Fürste co-founded a new iteration of Upsolut Sports GmbH, which introduced HYROX. The company organized a test event in Hamburg later that year before officially launching HYROX’s first season in 2018.
In December 2019, Infront, a subsidiary of Wanda Sports Group, made a strategic investment in HYROX. Subsequently, in March 2020, Wanda Sports Group announced the sale of The IRONMAN Group to Advance Publications for $730 million. This deal, finalized in July 2020, transferred ownership of IRONMAN while allowing Wanda to retain licensing rights to organize IRONMAN events in China.
In October 2021, Infront acquired a majority stake in HYROX, increasing its ownership to just over 50%. This move furthered HYROX’s global expansion and strengthened its position within Infront’s fitness portfolio.
Who is Who?
Infront Sports & Media owns Host Broadcast Services (HBS), which produces broadcast signals for major events such as the FIFA World Cup, and Omnigon, a company that develops digital platforms for clients including NASCAR. Infront also manages media rights, sponsorships, and event production for organizations like FIFA, the IIHF, and winter sports federations. Additionally, it is involved in grassroots sports, digital media, and esports through strategic investments and partnerships.
The Wanda Group owns a diverse portfolio of businesses across entertainment, real estate, and cultural industries. In the entertainment sector, its holdings include AMC Theatres, Legendary Entertainment, Wanda Cinemas, and Hoyts Group. Wanda also has a significant stake in Sunseeker International, a British luxury yacht manufacturer.
Advance Publications owns a variety of companies in media, entertainment, technology, and education, such as Condé Nast, Advance Local, Stage Entertainment, and The IRONMAN Group. It is also a major shareholder in Charter Communications, Warner Bros. Discovery, and Reddit.
TL;DR Version
Infront, through The Wanda Group, holds a 50% stake in HYROX, alongside its founders, Christian Toetzke and Moritz Fürste.
Wanda Group no longer owns IRONMAN, having sold it to Advance Publications in 2020.