--- title: PrettyGreen appointed by ATHX Games to drive global growth as World Finals go international date: 2026-10-16T12:08:00+01:00 author: Mona Parmar canonical_url: "https://itsprettygreen.com/latest/prettygreen-appointed-by-athx-games-to-drive-global-growth-as-world-finals-go-international" section: News --- ![an image of an area with ATHX branding](/uploads/transforms/Images/_1637x921_crop_center-center_90_none/ATHX_Arena_1.jpg) Wins, PR PrettyGreen, the global creative communications agency, has been appointed by [ATHX Games](https://athxgames.com) to support the next phase of its international growth. The appointment comes as the hybrid fitness competition takes its World Finals international for the first time, with the 2026 event taking place in Portugal from 27 to 29 November. ## What is ATHX Games? ATHX Games is a hybrid fitness competition built to test the full spectrum of fitness. Its 2.5-hour continuous format takes athletes through six zones, testing strength, endurance and metabolic conditioning. Warm-up, refuelling and recovery are built into the athlete experience. Founded in the UK, ATHX has grown into an international series spanning the UK, EU and United States. In 2026 it is staging 19 events worldwide, and it plans to expand further in 2027 with multiple events across 18 markets, including APAC. The World Finals in Portugal are the culmination of the 2026 competition season. They are also the first international edition of the Finals and a marker of how far ATHX has grown from its UK roots into a global competition. The event brings together athletes from across the ATHX tour, reflecting the range of nationalities now competing and training for ATHX. ## PrettyGreen's role PrettyGreen's initial focus will be the World Finals, using the event as a global communications moment across sports, lifestyle, business and consumer media. The wider programme will include: - Developing stories from ATHX's global athlete community - Spotlighting affiliate gyms and brand partnerships - Data-led and business storytelling to support the brand's growth The appointment follows ATHX's call for [PR specialists](https://itsprettygreen.com/services/pr), freelancers and agencies to help turn its international momentum into the global media coverage its athletes, affiliate gyms and brand partners deserve. ## A strengthened leadership team The appointment is part of a wider strengthening of ATHX's senior leadership team, led by co-founders Mark Hartnett-Morgan (CEO and Co-Founder) and Ollie Marchon (Performance Director and Co-Founder). They are joined by Stew Crooks as Chief Marketing Officer and Matt Hickman as Head of Brand, adding strength across marketing, brand and communications. PrettyGreen will work alongside this expanded team. ## ATHX on the appointment: **Stew Crooks, CMO, ATHX Games:** "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 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 the broader ambition behind the brand." ## PrettyGreen on the appointment: **Hannah Macleod, Managing Partner, PrettyGreen:** "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." 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