Jaya Grocer has officially partnered with HYROX Malaysia as the National Supermarket Partner for the inaugural AirAsia HYROX Kuala Lumpur, marking a significant step towards making fitness nutrition and wellness products more accessible to Malaysians.
Announced at Jaya Grocer Signature, KLGCC Mall, the partnership combines quality nutrition with one of the world's fastest-growing functional fitness competitions. The first-ever AirAsia HYROX Kuala Lumpur will take place from 10 to 13 December 2026 at the Malaysia International Trade and Exhibition Centre (MITEC), Kuala Lumpur.
Jaya Grocer Launches Dedicated Fitness & Wellness Section
As part of the collaboration, Jaya Grocer has introduced a dedicated Fitness & Wellness Section, offering customers an easier way to discover products that support healthier lifestyles and fitness goals.
Currently available at seven selected Jaya Grocer outlets, the new section features more than 250 products from both local and international brands. Customers can shop across categories including:
- Sports nutrition
- Protein shakes
- Hydration products
- Functional foods
- Recovery essentials
- Everyday wellness products
The retailer also plans to expand the concept to additional stores in the future.
Beyond specialty wellness products, Jaya Grocer continues to strengthen its fresh food offerings with quality produce, lean proteins and everyday ingredients. New additions, such as Lean Minced Beef (10% Fat), provide shoppers with more options for preparing balanced, protein-rich meals at home.
Supporting Everyday Wellness Through Better Food Choices
According to Daniel Teng, Chief Executive Officer of Jaya Grocer, the partnership reflects the supermarket's commitment to helping Malaysians make healthier choices every day.
He explained that wellness extends beyond exercise and begins with having access to quality food and nutrition. By partnering with HYROX Malaysia, Jaya Grocer aims to create meaningful experiences that connect nutrition, fitness and community while encouraging people of all fitness levels to embrace a more active lifestyle.
What Is HYROX?
Since its launch in 2017, HYROX has grown into one of the world's leading fitness race series, hosting events across more than 35 markets and 95 cities globally.
Unlike traditional endurance races, HYROX combines functional workout stations with running, creating a format that welcomes both experienced athletes and everyday fitness enthusiasts. Its inclusive approach has helped build a rapidly growing global fitness community.
Gary Wan, Managing Director of HYROX APAC, said the partnership with Jaya Grocer reflects both organisations' shared commitment to promoting personal wellbeing, encouraging movement and making fitness more accessible to Malaysians.
Jaya Grocer Power Up Challenges Bring HYROX to Local Communities
To celebrate the partnership, Jaya Grocer will host a series of Power Up Challenges inspired by HYROX workouts at three selected outlets:
- Jaya Grocer Eco Ardence
- Jaya Grocer One Utama
- Jaya Grocer Signature KLGCC
The interactive roadshows will allow shoppers to experience functional fitness challenges in a fun and approachable environment.
Participants will also have the opportunity to win prizes, including AirAsia HYROX Kuala Lumpur race entries, Jaya Grocer Gift Cards and exclusive Jaya Grocer Goodie Bags.
Partnership Officially Launched by Deputy Minister of Youth and Sports
The collaboration was officially launched by Deputy Minister of Youth and Sports, YB Tuan Mordi anak Bimol, alongside Daniel Teng, Chief Executive Officer of Jaya Grocer, and Joseph Teoh, Deputy Chief Executive Officer of Jaya Grocer.
The launch marks the beginning of a partnership focused on encouraging healthier lifestyles through improved access to nutritious food, community engagement and functional fitness experiences.
Making Fitness Nutrition More Accessible
As consumer interest in health and wellness continues to grow, Jaya Grocer is expanding both its physical and digital shopping experience to make fitness-focused products more accessible.
Whether shopping in-store or online, customers can browse a carefully curated selection of sports nutrition, wellness essentials and healthy grocery options designed to support a variety of lifestyles and fitness goals.
With the upcoming AirAsia HYROX Kuala Lumpur 2026 on the horizon, the partnership between Jaya Grocer and HYROX Malaysia signals a growing movement towards making healthy living more convenient, inclusive and achievable for Malaysians.
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