TL;DR
Get wellness gear delivered free with Prime
- Fast, free delivery on millions of items
- Prime Video, Amazon Music and more included
- Member-only deals all year
ATHX Games and Belfast-based equipment maker Blk Box have extended their global equipment partnership through the end of the 2028 season. Blk Box will continue supplying competition equipment as ATHX expands, including in the United States; financial terms and specific future event locations were not disclosed.
ATHX Games and Blk Box have extended their global equipment partnership through the end of the 2028 season, keeping the Belfast-based manufacturer as the competition series’ official equipment partner as ATHX grows in the United States and other markets. Under the agreement, Blk Box will supply rigs, barbells, plates and other equipment for ATHX competitions worldwide.
The renewed deal continues a partnership that began in October 2024. The source report says the agreement covers ATHX events in the United Kingdom, Europe and the United States, with further international expansion planned. It does not name additional countries or provide a schedule of events under the extended agreement.
Blk Box’s role extends beyond providing equipment on competition day. The company also works with gyms and coaches on competition-ready training spaces and supports ATHX simulation events. Blk Box founder Greg Bradley previously told Athletech News that the partnership had helped generate equipment sales to ATHX-affiliated gyms in the U.S., including sales of strongman sandbags and plyometric boxes. That account describes the company’s experience; the report provides no sales figures.
The companies have also discussed working together on new products, according to the report, but did not announce a product launch as part of the renewed agreement. Financial terms were not disclosed. The announcement confirms an extension and continued equipment supply, not a particular investment, sales target or event expansion timetable.
A Longer U.S. Growth Platform
The extension gives ATHX and Blk Box a continuing commercial relationship while the competition series builds its presence in the U.S. market. For ATHX, a global equipment partner can support events across multiple regions. For Blk Box, competitions offer exposure to athletes, gym operators and coaches who may buy equipment for training outside event venues.
The link between event supply and gym sales is relevant to the manufacturer’s growth strategy. Bradley said the partnership has supported purchases by ATHX affiliate gyms, but the source does not quantify the effect or establish how much of Blk Box’s revenue comes from the relationship. The deal therefore signals continued cooperation and a route to market, rather than a disclosed measure of commercial success.
The agreement also puts Blk Box alongside a hybrid-fitness series that asks participants to combine strength, endurance and functional training. As ATHX adds events and seeks audiences in new markets, the partnership may help both brands reach people who train for competitions as well as those who operate fitness facilities. The scale of any resulting growth remains unreported.
Products Worth Considering
BowFlex Results Series SelectTech Adjustable Dumbbells (Pair)
Garmin Venu® 3 Premium Fitness Smartwatch 45mm Black
Bowflex SelectTech 840 Adjustable Kettlebell
As an affiliate, we earn on qualifying purchases.
Partnership Follows ATHX Expansion
The original partnership began in October 2024, and the renewed term now runs through the end of 2028. The source report says ATHX has expanded across Europe and into the United States, including competitions in Miami and Houston. It also describes ATHX as backed by Adidas. No details are provided about Adidas’ role in this equipment agreement.
The deal comes amid broader interest in hybrid fitness competitions. Athletech News named Hyrox alongside ATHX as a series attracting athletes interested in combining several forms of training. Blk Box, which specializes in strength and functional fitness equipment, is also pursuing wider U.S. business through relationships with commercial gym operators, fitness brands and sporting organizations.
The report says Blk Box recorded £26.7 million in revenue in 2025, up 36% year over year. That figure relates to the company’s overall revenue, not specifically to ATHX or its U.S. business. Blk Box equipment is used by clients including PureGym, Equinox and Soho House, according to the source report.
“When we first partnered with ATHX in 2024, we could see the potential in what they were building.”
— Greg Bradley, Blk Box founder
Terms and Expansion Details Pending
The announcement does not disclose the financial terms of the extension, whether the agreement includes minimum supply commitments, or how much equipment Blk Box will provide at individual events. It also gives no specific dates or locations for ATHX’s planned international expansion beyond the markets already mentioned.
Although Bradley said the companies have discussed new products, there is no confirmed launch, development schedule or product description. The report also does not quantify the partnership’s contribution to Blk Box sales or state how many ATHX-affiliated gyms have bought equipment. Those details would be needed to gauge the deal’s direct commercial impact.
Supply Continues Through 2028
Under the renewed agreement, Blk Box is set to keep supplying ATHX competitions through the 2028 season. ATHX’s schedule and the locations of future events will show how the partnership is applied as the series expands, but the source report does not provide a next event date or announce additional markets.
Further details may emerge if either company announces new events, product collaborations or expanded work with gyms and coaches. For now, the confirmed development is the extension of the equipment partnership, with its commercial terms and specific next steps undisclosed.
Key Questions
How long will the ATHX Games and Blk Box partnership last?
The renewed agreement runs through the end of the 2028 season.
What will Blk Box provide to ATHX Games?
Blk Box will remain ATHX’s official global equipment partner, supplying rigs, barbells, plates and other equipment for competitions worldwide.
Which markets are covered by the partnership?
The report says the partnership covers ATHX events in the U.K., Europe and the United States, with further international expansion planned. Specific additional countries have not been announced.
Were the financial terms disclosed?
No. The source report does not disclose the financial terms or provide figures for the value of the agreement.
Have the companies announced new equipment products?
No product launch was announced. The report says the companies have discussed collaborating on new products, but provides no details or timeline.
Source: athletechnews.com
