2026 Sponsorship Deal with HYROX Showcases Market Growth for Award-Winning NA Beer Business To Serve Growing Demand of Health Conscious Consumers as Fitness Competition Set to Surpass 1.3 Million Participants
NAPERVILLE, IL – November 7, 2025 – Go Brewing, the award-winning, non-alcoholic craft beer company distributed across 8,000+ retail locations in 32 states, has secured a partnership with HYROX as the official non-alcoholic beer sponsor for U.S. events in 2026, extending the companies' three-year relationship. The partnership includes providing co-branded HYROX GO Water to all competing athletes at a custom-built finish line bar, and marks the second full year of Go Brewing's signature "Beer Mile'ish" activation, an interactive competition within the competition for HYROX athletes and spectators.
2026 Will See Explosive Growth for Fitness Events and Non-Alcoholic Beer
The timing couldn't be better. HYROX is experiencing explosive growth—from 175,000 athletes in 2023 to over 500,000 in 2024, with projections to hit 1.3 million participants globally in the 2025-26 season. In the US alone, HYROX will host 11 major events across cities including Boston, Chicago, New York City, Dallas, Atlanta, Phoenix, Houston, Las Vegas, Anaheim, Miami Beach, and Washington D.C., significantly expanding beyond last season's 80,000+ American athletes.
Go Brewing's trajectory mirrors HYROX's momentum. In just two years, the company has grown to over 8,000 retail locations across 32 states, including major chains like Kroger, Wegmans, Costco, and King Soopers. Non-alcoholic and functional beverages are one of the fastest growing sectors of the industry and NA beer is projected to overtake ale as the second largest segment within that category. Both Go Brewing and HYROX are proving that the appetite for high-performance, health-conscious products isn't a trend—it's a movement.
"I tried my first HYROX in 2023 and immediately knew this was our community," said Joe Chura, Founder and CEO of Go Brewing. "Yes, it's a fierce competition at the elite level, but it's also an empowering and mutually supportive community that chooses an active and healthy lifestyle. These athletes put in the work and they deserve a refreshing, high-quality beer that won't slow them down the next day."
HYROX's format—eight 1K runs interspersed with functional fitness stations—attracts everyone from elite athletes to fitness enthusiasts looking to test themselves. The 2025 World Championships in Chicago drew over 10,000 athletes and fans, while the New York City event has grown from 5,500 competitors to projections of 25,000-35,000 athletes by 2026.
Interactive Introduction of NA Beer to New Consumers
The Beer Mile'ish—chug a Go beer, run 1/10 of a mile on a treadmill—has become a fan-favorite at HYROX events. It lets athletes, as well as sideline spectators, experience the thrill of competition in a uniquely fun way that features a live leaderboard projecting each runner's mile pace. The "competition within the competition" has attracted thousands of participants creating interactive entertainment around sampling of Go's portfolio of award-winning NA brews.
"Because Joe had participated in HYROX we knew that he understood our core audience, but as a successful entrepreneur he continues to bring creativity and value to our partnership," said HYROX CEO and Founder, Christian Toetzke. "Non-alcoholic beers are the perfect complement to an event like ours, but candidly, many athletes didn't know there was such a high-quality and good-tasting option before they got that Go beer at the end of the race. It's such a game-changer."
Go's custom-built finish line bar and lounge features both HYROX GO Water and Go's "Suspended in Sunbeam Pils" which won the gold medal at the Best of Craft Beer Awards. A selection of Go Brewing's top non-alcoholic craft beers is available for athletes and spectators throughout all 2026 events.
About Go Brewing
Go Brewing is a non-alcoholic craft beer company distributed across 8,000+ locations in 32 states. Go beers have won awards at prestigious competitions including the World Beer Cup and the Best of Craft Beer Awards. Based on Nielsen data the company is the fastest-growing beer business in the United States.
About HYROX
HYROX is a global ecosystem of events, training, and coaching designed to inspire and impact 100 million lives. Built around a unique race format of 8 x 1 km runs and 8 workout stations, HYROX has established the gold standard in fitness racing and is driving toward Olympic recognition. By connecting the world's gym communities through the transformative power of training and competition, HYROX is the cultural heartbeat of fitness.
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