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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, while both companies look to support ATHX’s expansion in the United States and other markets.
ATHX Games and Blk Box have extended their global equipment partnership through the end of the 2028 season, with the Belfast-based manufacturer continuing as ATHX’s official equipment partner for competitions worldwide. The renewal comes as ATHX expands its events in the United States and internationally, giving Blk Box continued exposure in a market it is seeking to grow.
Under the renewed agreement, Blk Box will supply competition rigs, barbells, plates and other equipment for ATHX events. The companies began working together in October 2024, and the partnership has covered competitions in the United Kingdom, Europe and the United States. Further international expansion is planned, though the companies have not specified new locations or dates in the source report.
Blk Box founder Greg Bradley said the company had supplied equipment as ATHX grew across Europe and entered the U.S. He said the renewed arrangement continues a relationship that began when the company saw potential in the competition series. ATHX is backed by Adidas and has held U.S. competitions in Miami and Houston, according to Athletech News.
The work extends beyond supplying equipment at events. Blk Box also works with gyms and coaches on competition-ready training spaces and supports ATHX simulation events. Bradley previously told Athletech News that the partnership had helped drive sales to ATHX affiliate gyms in the U.S., including sales of strongman sandbags and plyometric boxes. The companies have discussed potential product collaboration, but no specific product or launch date was provided.
A Platform for Blk Box in the U.S.
The extension gives Blk Box a continuing route to reach American athletes, coaches and gym operators through ATHX events and affiliated training facilities. The supplier relationship can make its equipment visible not just to competitors on event day, but also to people preparing for competitions in gyms and at home. That commercial value is relevant as the company seeks to build its presence across the Atlantic.
For ATHX, a global equipment partner provides continuity as the series adds events and enters new markets. The arrangement links the competition’s growth plans with a supplier that can provide event equipment and help gyms create spaces for training and simulations. The source report does not give financial terms, so the deal’s value to either company cannot be quantified from the available information.
The partnership also sits within a growing hybrid-fitness competition market, where events combine strength, endurance and functional training. Athletech News names Hyrox alongside ATHX as another brand attracting athletes in this space. The renewal signals the companies’ intention to keep working together during ATHX’s expansion, but does not by itself establish how quickly either brand will grow.
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How the Partnership Has Expanded
The initial partnership began in October 2024. Since then, according to Bradley’s comments to Athletech News, ATHX has expanded across Europe and into the United States, with Blk Box supplying equipment for its competitions. The renewed term extends the relationship through the 2028 season rather than announcing a new supplier or a change in the partnership’s role.
Blk Box makes strength and functional-fitness equipment and is pursuing a broader international growth strategy. The source report says the company recorded £26.7 million in revenue in 2025, up 36% year over year. It also reports that Blk Box equipment is used by clients including PureGym, Equinox and Soho House. Those details provide business context, but the report does not attribute the company’s revenue growth to the ATHX relationship.
ATHX’s U.S. events in Miami and Houston form part of its expanding footprint. Blk Box’s stated interest in North America and its work with ATHX-affiliated gyms make the partnership a channel for building recognition in that market. The companies have discussed developing products together, but the source does not say that they have agreed to produce or release any particular item.
“When we first partnered with ATHX in 2024, we could see the potential in what they were building.”
— Greg Bradley, founder of Blk Box
Deal Terms and New Markets
The source report does not disclose the financial terms of the extension, including its value or any performance requirements. It also does not identify the full schedule of ATHX events through 2028, confirm where the competition series will expand next, or state whether Blk Box’s equipment role will change as new markets are added.
Although the companies have discussed developing products together, no product collaboration has been announced with specifications, release timing or confirmed production plans. Bradley’s comments about sales to ATHX affiliate gyms are attributed to an earlier interview; the report provides no current sales figures or a measure of how much the partnership has contributed to Blk Box’s business.
Events Under the Renewed Agreement
Blk Box is set to continue outfitting ATHX competitions through the end of the 2028 season. The next concrete indicators of how the agreement develops will be ATHX’s event announcements, including any new U.S. or international locations, and information from the companies about the equipment and training support provided at those events.
Further details may also emerge if the companies move from discussing product collaboration to announcing a specific project. Until then, the confirmed scope remains the ongoing supply of equipment and support for competition-related training and simulation events; the timing and scale of any additional plans are not yet public.
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 equipment will Blk Box supply?
Blk Box will supply rigs, barbells, plates and other equipment for ATHX competitions worldwide.
Where does the partnership cover events?
The partnership has covered ATHX events in the U.K., Europe and the United States. Further international expansion is planned, but specific new locations have not been announced in the source report.
Does Blk Box support ATHX outside competitions?
Yes. The company works with gyms and coaches on competition-ready training spaces and supports ATHX simulation events, according to the report.
Have the companies announced a joint product?
No specific joint product has been announced. The report says the companies have discussed collaborating on new products, without giving a product description or launch date.
Source: athletechnews.com
