There’s a new name in high-performance fashion, and it’s not just stitched on the collar. James Kelly, the Sunshine Coast rocket with legs like pistons and a VO2 max that would make a Tour de France cyclist blush, has officially joined TEAM 247—the athlete stable of Represent’s performance arm, 247.
Yes, that James Kelly. The same one currently scaring the stopwatch into submission in the HYROX Elite 15. The Aussie phenom, who bulldozed into the scene in late 2022 by cracking the mythical 60-minute mark in his HYROX Pro debut, now arrives at 247 just as the 2025 HYROX World Championships loom on the horizon. And no surprise—he’s one of the favourites to take the crown.
“Joining TEAM 247 is more than just a partnership,” says Kelly, who’s treating personal bests the way most people treat coffee cups—use once, then break.
“It’s about aligning with a brand that shares my mindset and hunger to push limits. 247 is building something special, and I’m proud to be part of a team that embodies both grit and performance at the highest level.”
He’s not just spouting brand fluff either. Since that debut, Kelly has picked up wins like loose change—HYROX Hong Kong, Glasgow, Atlanta—and his times are brushing up against world records with the kind of regularity that gives statisticians heart palpitations.
His Pro Doubles record, set alongside fellow 247 athlete Jake Dearden, didn’t just break the previous benchmark—it smashed it like a kettlebell through drywall.
Represent’s Creative Director, George Heaton, has clearly found his man. “With 247 I’ve always sought to build a team of athletes that inspire me. James is the embodiment of this: an athlete on his own mission, grinding day in day out to achieve his goal within his sport.
From his breakthrough debut to now being on the verge of a world title, James is proving what happens when talent meets discipline.”
It’s not just Kelly flying the flag for 247. The roster now includes HYROX Elite 15 mainstay Jake Dearden, CrossFit Games contender Victor Hoffer, and endurance lunatic (in the best way) Will Goodge.
It’s a veritable Avengers lineup of functional fitness, with James Kelly now stepping into the spotlight as the latest powerhouse in the brand’s rise.
From wake-up sprints in Queensland to podium dreams in the World Championships, Kelly’s journey continues at full throttle—with 247 stitched into his kit and a fire in his gut that no finish line’s going to quench.
One thing’s for sure: if you’re not watching James Kelly now, you’re going to be asking how you missed him later.
