JAYA Grocer has been named the official National Supermarket Partner of HYROX Malaysia ahead of the inaugural AirAsia HYROX Kuala Lumpur race, while also unveiling dedicated Fitness & Wellness sections at selected outlets.
The partnership, announced at Jaya Grocer Signature, KLGCC Mall, supports Malaysia’s first HYROX competition, which will take place from Dec 11 to 13 at the Malaysia International Trade and Exhibition Centre (MITEC).
As part of the collaboration, Jaya Grocer has introduced dedicated Fitness & Wellness sections at seven selected stores, offering more than 250 products from local and international brands.
The range includes sports nutrition, protein shakes, hydration products, functional foods, recovery essentials and wellness products.
Chief executive officer Daniel Teng said the initiative reflects the retailer’s commitment to supporting healthier lifestyles through better access to quality nutrition.
“Wellness is built on the choices we make every day. It is not only about staying active but also having access to quality food choices that complement different lifestyles.
“Through our partnership with HYROX Malaysia, we hope to bring together nutrition, fitness and community experiences that encourage Malaysians to embrace active living in their own way,” he said.
The retailer said the new wellness sections complement its existing range of fresh produce, quality proteins and everyday grocery essentials, including new offerings such as Lean Minced Beef (10% fat). It plans to expand the concept to additional outlets.
HYROX, launched in 2017, has grown into a global fitness race series spanning more than 35 markets and 95 cities. The event combines functional fitness challenges with running and is open to participants of varying fitness levels.
HYROX APAC managing director Gary Wan said the partnership aims to make functional fitness more accessible while encouraging healthier lifestyles.
“HYROX is designed to be a sport for everybody, regardless of fitness level. Together with Jaya Grocer, we hope to encourage more Malaysians to stay active while building stronger communities,” he said.
To promote the partnership, Jaya Grocer will organise “Power Up Challenges” roadshows at its Eco Ardence, One Utama and KLGCC outlets.
Participants will have the opportunity to try HYROX-inspired fitness challenges and stand a chance to win race entries, Jaya Grocer gift cards and other prizes.
The partnership was launched by Deputy Youth and Sports Minister Mordi Bimol, together with Jaya Grocer chief executive officer Daniel Teng and deputy chief executive officer Joseph Teoh. ‒ Aug 6, 2026
