ATHX Games has appointed global creative communications agency PrettyGreen to support the next phase of its international growth, as the hybrid fitness competition takes its World Finals international for the first time.
The appointment comes as ATHX prepares to host its 2026 World Finals in Portugal from 27–29 November. This year’s event marks a significant step in the evolution of the competition, bringing together athletes from across ATHX’s expanding global tour and reflecting its growth into an international series spanning the UK, EU and the United States.
ATHX has already established itself as a major player in the fast-growing hybrid fitness category, with 19 events taking place globally during the 2026 season. The business is set to expand further in 2027, with multiple events planned across 18 markets including expansion into APAC, bringing more athletes, affiliates and partners into its global community.
PrettyGreen has been appointed to amplify the profile ATHX has built internationally and bring the stories, people and ambition behind the brand to a much wider audience. The agency’s initial focus will be the World Finals, using the international event as a major global communications moment across sports, lifestyle, business and consumer media. The wider programme will develop the stories within ATHX’s global athlete community, affiliate gyms and brand partnerships, alongside data-led and business storytelling.
The appointment follows ATHX’s call for PR specialists, freelancers and agencies to help turn the momentum behind its international growth into the global media coverage its athletes, affiliate gyms and brand partners deserve.
The appointment is part of a wider strengthening of the senior leadership team, led by ATHX co-founders Mark Hartnett-Morgan and Ollie Marchon. Hartnett-Morgan, who is CEO & Co-Founder, and Marchon, Performance Director and Co-Founder, have been central to the development of ATHX from its inception and continue to lead the brand’s growth and evolution.
They are joined by Stew Crooks as Chief Marketing Officer and Matt Hickman as Head of Brand, strengthening the leadership team across marketing, brand and communications as ATHX enters its next phase of international growth.
PrettyGreen will work alongside the expanded team to build on the global momentum ATHX has already created, with a focus on bringing the brand’s athletes, community, competition and wider ambition to new audiences around the world. ATHX’s proposition is built around testing the full spectrum of hybrid fitness. Its 2.5-hour continuous competition takes athletes through six zones, with a format designed to test strength, endurance and metabolic conditioning while incorporating warm-up, refuelling and recovery into the athlete experience.
For ATHX, the Portugal World Finals represent more than the culmination of its 2026 competition season. They are the first international iteration of its Finals and a visible marker of how far the brand has grown from its UK roots into a global competition.
Stew Crooks, CMO ATHX Games, said: “Mark, Ollie and the team have built something very special with ATHX and we already have genuine global momentum. Participants (we prefer to call them athletes) affiliates and partners across multiple markets love the balanced, rounded, competition format which is creating a hugely engaged, fast growing, community around the world.
“Our first World Finals international is a natural next step for the brand and reflects the breadth of nationalities we have competing in and training for ATHX. The opportunity now is to make ATHX much more visible to anyone looking for a challenge or training platform to help them keep fit and healthy. We also have some amazing stories to tell across our athletes, community and affiliate gyms and broader ambition behind the brand.”
Hannah Macleod, Managing Partner, PrettyGreen, said: “ATHX is already a global success story, which is what makes this such an exciting brief. Our role is not simply to generate attention around the competition, but to turn that attention into growth for the brand, while creating greater visibility and opportunity for the athletes, affiliates and partners who make up its global community.
“The World Finals give us a huge global moment, but the opportunity is much bigger. We want the world to understand what makes ATHX different: a competition where every athlete has a place, where people can test themselves, compete hard and thrive. By putting that truth at the heart of our communications, we can bring more people into the ATHX community and help the brand grow without losing what makes it special.”
The ATHX Games World Finals take place in Portugal from 27–29 November 2026.
ENDS
For media enquiries, images or interview requests:
