Call it the Hyrox Hook: Consumers sign up for a race, then look for a place to train. Gyms and studios that lean in are seeing results.
Signing up for a Hyrox event is a big step, especially for first timers willing to do whatever it takes to get race-ready. And as the training might take them to a gym theyʼve never been to, the right experience will keep them coming back long past race day.
The growth around the popular functional-fitness competition backs this up. From January through May, net consumer spend on Hyrox- described sales increased over 191% YoY, according to Mindbody. And in the first four months of the year, approximately 98% of Hyrox- related consumer spend on Mindbody went to fitness businesses.
Gyms are responding to the demand with specialized training specifically marketed toward the race.
Nowhere is this more prevalent than F45, which extended its partnership with Hyrox this March as the Official Training Partner across 12 events on four continents, anchored by its Title Partnership at Hyrox Washington DC.
“Our F45 Training members have become more and more curious about Hyroxʼs global events, so we began to support their personal journey to prepare for, and participate in, Hyrox events.ˮ – Ryan Mayes, Chief Operating Officer at FIT House of Brands.
Hyrox-Curious Expands the Funnel
One key advantage for gyms is the fact that Hyrox draws from a growing pool of consumers — those continuing their journey and the newly curious. According to Mindbody, Hyrox spend was driven primarily by additional consumers (+154%) rather than higher spending per consumer (+14%).1
“The growth is being fueled by new people walking through the door, not just existing members spending more.ˮ said Eva Lauer, VP, Strategic Accounts at Playlist (parent company of Mindbody).2
“That distinction is a huge part of this story: Hyrox is expanding the overall funnel of people participating in functional fitness, drawing in first timers and competitive-curious consumers who are turning a race goal into a recurring training habit. Thatʼs a healthier, more durable kind of growth for operators than simply charging their existing base more.ˮ3
F45 has seen runners and those looking to add strength into their training become interested in HYROX competitions, as well as first-timers signing up for Hyrox-specific classes and taking part in their first ever Hyrox events across the globe.
F45 Training supports members “at every stage of their personal performance journey,ˮ whether a 45-year-old newcomer or a former collegiate athlete. Coaches are trained to offer the specific in-studio cues and guidance required to meet their individual starting points.
“What remains consistent is the power of the community and the collective encouragement found within our studiosˮ said Mayes.
Strength-and-conditioning gyms and functional training studios are leading the way, as Hyrox maps onto the run-plus-functional-station work their members are already doing.
F45 created several touch points to offer its members training for Hyrox. This includes year-round in-studio training programs designed specifically to prepare members developed by F45ʼs expert programmers. This is supplemented by the F45 Hyrox Run club with dedicated running programming available though the F45 app, co-branded training content, studio based member activation programs
and on-site experiences at Hyrox events. These include community shakeout runs and recovery member lounges giving competitors and supporters a place to recharge amongst the excitement.
Community Lasts Beyond the Finish Line
While some Hyrox participants are one-and-done after their first race, others will immediately start planning their next one. But the community built during training and racing will have lasting effects long past the finish line.
“Having a race to work toward is always a huge motivator, and HYROX races have given gym goers both purpose and greater motivation to stay committed and consistent with their training,ˮ said Mayes.
While in-gym Hyrox training adds a newer level of excitement that spills over to members who might not even do a race, the financial implications canʼt be ignored. Operators end up capturing both the direct spend and the membership value that builds as that one-time visitor becomes a long-term member and people stick around and get invested in the community.
“Weʼre seeing a real wave of new supply as more of these operators add Hyrox to their schedules for the first time,ˮ said Lauer. “For many strength-focused businesses, itʼs quickly become a standard part of the offering rather than a niche experiment.ˮ4
For the full press release visit https://athletechnews.com/atn-insights-hyrox-related-sales-soar-191-at-gyms/
For F45 franchising opportunities visit https://functionalinspiredtraining.com/franchising/f45/
Sources:
1, 2, 3, 4 https://athletechnews.com/atn-insights-hyrox-related-sales-soar-191-at-gyms/
