The HYROX Takeover: A Can't-Miss Opportunity or a Fleeting Trend?

This morning, while sipping coffee and scanning my email, the following headline caught my attention: "Third Space launches dedicated Hyrox Studio." According to the article, the premium London health and fitness operator has carved out space within its club (the biggest luxury health club in Europe) for the ever-growing legion of HYROX-obsessed fitness enthusiasts. The 225sq m training space includes a six-lane sled-track, integrated wall ball technology and mobile landmines – as well as three signature classes and a team of "master trainers" to support members. 

Having worked in fitness as long as I have – and having been somewhat "fitness obsessed" for most of my life – I have seen no shortage of trends come and go. Toronto, in many ways, is a microcosm of the larger fitness industry, acting as a stage for the rising "haves" and an operationally expensive graveyard for the declining "have nots". A few years prior to the pandemic, we saw spin studios popping up on seemingly every busy corner of the city, with patrons practically climbing over each other to climb onto a stationary bike in a dimly lit room with loud music, charismatic instructors, and club-like lighting. Shortly after, boutique boxing studios had their time to shine, as investors and owners saw an opportunity to take a once intimidating environment (old school boxing gyms) and transform it into something far more boutique and palatable for newbies and recreational boxing enthusiasts. The pandemic, unfortunately, acted as a hard reset in many ways, clearing out a number of mom-and-pop studios while larger brands and chains were able to weather the economic storm of extended closures. In the wake of that, reformer pilates now seems to reign supreme across the Toronto landscape. I no longer live in the city, or even the country, and I swear I see announcements pertaining to a new studio, training program, or class on a weekly basis. 

HYROX first popped up on my radar a couple years ago, when the gym my boyfriend works at (formerly a Cross Fit affiliate), announced it was becoming a HYROX partner. A few Google searches later, I arrived at the conclusion that whoever created HYROX had simply successfully re-marketed cardio to the masses. Where CrossFit offered a rather steep barrier to entry due to its emphasis on Olympic lifting (often while under extreme duress), HYROX had set its sights on more basic and accessible staples: running, rowing, ski-erg, wall balls, walking lunges, sled push, and burpee broad jumps. Simple? Relatively. Easy? Certainly not. Over the years, I've had clients who would look at me like I had two (evil) heads if I demanded they red-line on the rowing machine or push a heavily loaded sled for laps on end. But HYROX took these components, packaged them into a competition format to give people something specific to train for, and created a massive, worldwide community. 

The other key ingredient (I think) to their success is the reality that a lot of us don't actually want to work hard in silence, or in private. We like to be seen and applauded for our efforts, and within this era of social media and digital influence, HYROX events and the content they produce acts as a rather large carrot for anyone who wants to share their training journey online. It's standard practice to not only buy your ticket to compete in HYROX, but also buy a "photo package" that provides you with professionally-shot proof of either your near-death experience, or your triumph over your previous PB. I would also argue that HYROX opens up a competition track for many fitness enthusiasts that would otherwise never enter a competition. CrossFit competitions, for example, are relatively high stakes in comparison, oly lifting/powerlifting competitions are relatively niche, and Tough Mudder/Spartan Races might feel more like a "one and done" brand of experience.

My perspective as a trainer who has had a front-row seat to the habit-adherence rollercoaster many of us are on, I can tell you that not everyone loves training simply for the physical benefits. Personally, I am the brand of psycho that loves to routinely lift heavy things and put them back down as much as I love seeing if my heart might explode in the boxing ring. The gyms I frequent are home to many of my closest friends, my boyfriend also works in fitness, and the hour or two I spend training is a chunk of time that I almost always look forward to. On the contrary, I know that many of my clients and many of my friends require a little more convincing – and even if they know training is in their best interest (for a variety of reasons) they might not find it particularly exciting or fun. It is for precisely this reason that group fitness not only exists, but continues to thrive. Where natural inclination or motivation ends, fitness endeavours that promise community and connection pick up the thread. HYROX not only offers that community and feeling of being a part of something bigger, but it offers a finish line, both literally and figuratively. It gives people something to train towards, it focuses their efforts, and this is a key ingredient to adherence. And let's not forget, many of us are inherently competitive. Even if you never felt drawn to "the sport of fitness" during CrossFit's peak, you can surely understand the appeal of leaving it all on the track and seeing your name top a HYROX leaderboard amongst other incredibly fit (likely half naked) men and women in your city. 

So, is HYROX a fleeting trend? Personally, I think this one has staying power. I might not drink the Kool-aid myself (mainly because I hate running), but I can certainly identify the appeal, especially as CrossFit loses steam and run clubs take over sidewalks. HYROX, while not heavily focused on traditional strength training, has carved out a "hybrid athlete" category that attracts people who typically sign up for half or full marathons, as well as those who typically prefer dumbbells and barbells. So, am I surprised to see the bets being placed on HYROX as a business? Not in the slightest. Take, for example, Altea in Toronto. Back when I was a member, they had a large restaurant on the main floor that was lovely, but severely under-utilized. Today, that entire space has been transformed into a dedicated HYROX studio, where members can do HYROX-specific training and competition simulations. The restaurant might have appealed to some, but it surely didn't bring in any new members (or justify the operational costs). On the contrary, the HYROX studio is far more likely to attract new members (even if they wouldn't have bought a membership otherwise), and benefit the business as a whole. 

On the hospitality front, I can't help but think there is a huge opportunity here. HYROX events are worldwide, and if my social network is any indication, it's become the norm for people to travel to destinations like Miami, Mexico City, LA, Berlin, etc. for the purpose of a competition. Just as business travel has long offered an opportunity to balance work trips with pleasure, HYROX trips offer fitness enthusiasts an excuse to travel, compete, and then enjoy a few days in the location they're visiting. And really, isn't there something a bit nostalgic about all of this? As someone who grew up playing competitive sports, I have many fond memories of weekends away for tournaments or competitions and the buzz of excitement and anticipation that came with it. As adults, many of us might feel like those days are long behind us (at least, until we have kids of our own), but fitness events offer us a chance to run back onto the hypothetical field. 

Given there is already an industry-wide push towards wellness, the inclusion of health, recovery and fitness-specific offerings is on the rise. But if your hotel is located in a major city that often hosts HYROX competitions (and similar events like marathons, etc.), would it not be a good idea to curate experiences or amenities that appeal to this subset of traveler? Even beyond the window of any fitness competition, many modern travellers do not view vacation as a time to abandon their training efforts. Personally, I am often disappointed by the training facilities offered by legacy hotels, and typically seek out gyms in the local area. However, if a hotel offers a great training facility or recovery amenities, I would happily pay a premium, stay on-property, and would likely become a loyal guest. I imagine the same can be said for HYROX enthusiasts, whether they are in town for a competition, or are simply traveling and eager to maintain their training routine and recovery protocols. If you ask me, this will become (or perhaps already is) a major competitive advantage for hotels in this modern, health and fitness-obsessed era.