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Infront takes control of Hyrox

Image: Infront

The Infront agency has built on an initial investment in Hyrox, the World Series of Fitness Racing, by securing majority ownership of the mass participation and professional race company.

Under the deal, Infront said it has taken its stake in Hyrox to just over half. Hyrox was created by Upsolut Sports, the Hamburg-based sports agency co-founded in 2017 by Christian Toetzke, the former chief executive of Lagardère Sports’ endurance division.

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