CELSIUS® energy drinks deepen their fitness footprint as ATHX Games™ expands across the U.S., with competitions in Miami and first-ever stops in Houston and Los Angeles this fall

CELSIUS®, the premium energy drink and lifestyle brand, is charging into the next wave of competitive fitness as the Global Energy Drink Partner of ATHX Games™ – and inviting everyone from first-time competitors to seasoned athletes to get in on the action. CELSIUS will give the U.S. fitness community an early look at the fast-growing hybrid fitness experience before fall competitions get underway, beginning in New York before heading to Miami on Oct. 10, Houston on Oct. 17 and Los Angeles on Nov. 7.

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Athletes compete at the recent ATHX Games in Marseille, France, racing past CELSIUS® and ATHX-branded signage on the competition floor.

ATHX Games is a next-generation hybrid fitness competition testing strength, endurance and conditioning across formats designed for first-time competitors through experienced athletes.

The U.S. rollout kicks off Sept. 26 at Strong New York, where CELSIUS will serve as title sponsor of the fitness festival and team up with ATHX for a connected activation experience. ATHX will host its 45-minute FitScore, testing strength, endurance and conditioning, before athletes move from the competition floor into the connected CELSIUS x ATHX Recovery Zone. Together, the activations will give New York’s fitness community an early look at the CELSIUS and ATHX partnership in action before the fall competition slate gets underway.

“The ATHX floor is where achievers come to reach their goals and LIVE FIT,” said Kyle Watson, Chief Brand Officer at CELSIUS. “As fitness culture continues to extend beyond the traditional gym, CELSIUS is focused on showing up where active communities train, compete and connect.”

Following New York, the partnership moves directly onto the ATHX competition floor. Across the U.S. events, CELSIUS will be embedded throughout the athlete experience with a dedicated CELSIUS booth on the competition floor, alongside product sampling, giveaways and on-course branding. From experienced athletes chasing their next personal best to first-time competitors taking on a new challenge, CELSIUS will show up alongside the ATHX community during the high-energy moments that define competition day.

"CELSIUS is exactly the kind of partner we wanted as we scale ATHX globally. Two brands, two communities, one shared belief that fitness should be competitive, social and genuinely fun,” said Mark Hartnett-Morgan, ATHX Co-founder. “On event day, our competitors come to ATHX ready to challenge themselves, and CELSIUS adds to the energy of that experience. We're already looking at 2027 and beyond, moving into new international markets together, and it means a lot to be doing that side by side."

The fall competition slate begins in Miami on Oct. 10, bringing the full CELSIUS and ATHX experience to CELSIUS’ home market. From there, ATHX will make its first stops in Houston on Oct. 17 and Los Angeles on Nov. 7, with CELSIUS showing up alongside athletes and local fitness communities at each stop.

Ready to see what you can do? Take the floor at ATHXGames.com for competition information and registration, and follow @celsiusofficial for more from CELSIUS.

About CELSIUS

CELSIUS is a premium functional beverage brand born in fitness and designed to power active lifestyles. Driven by its LIVE. FIT. GO.™ mantra, CELSIUS energy drinks provide zero-sugar energy for people on the move – from athletes to everyday achievers. For more information, please visit celsius.com.

Assets can be downloaded HERE

About ATHX Games

ATHX Games: The ultimate fitness challenge. 2.5 hours, six zones, where athletes test every part of their fitness. Every ATHX Games event follows the same core format - three zones, each testing a different quality: Strength, Endurance, and MetCon. The workouts within each zone stays the same for the full season, then refreshes the following season - so the test stays consistent all season while still evolving year on year.

ATHX is built for every level. Compete solo or in pairs across LITE, ATHX and PRO divisions. First-timers feel confident, experienced athletes stay challenged, and the judges and crowd cheer every rep, from the first-timers to the podiums.

ATHX 2027 will run 40+ events across 18+ countries with 80,000+ competitors, and adidas as headline partner. The season ends each year at the World Finals, 2026 - Lisbon, 27–29 November & 2027 - London, 18-21 November

Better starts now. athxgames.com

CELSIUS, the °C logo and associated trademarks are trademarks of Celsius Holdings, Inc. Third-party trademarks are the property of their respective owners.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260921001160/en/

“As fitness culture continues to extend beyond the traditional gym, CELSIUS is focused on showing up where active communities train, compete and connect," said Kyle Watson, Chief Brand Officer at CELSIUS.