Imagine an event where tickets sell out in minutes, with thousands left on digital waiting lists. It isn’t the must-see concert of the summer, we are talking about Hyrox. And it has been clear for a few years now that Hyrox is more than a passing trend. It is a global movement with a ready-made audience that is actively looking for places to train, compete and belong.
As with many great business opportunities, this is a case of getting ahead of the trend before the market catches up. Members of that ready-made audience could already be walking straight past your door not knowing that your facility has the potential to cater to their Hyrox desires.
So our question today here at Ashbourne is how do you turn this demand into reliable, lasting growth for your club?
The Rise of Hyrox
For anyone not in the know, Hyrox is an indoor fitness competition mixing 8 kilometres of running with eight functional workout stations.
Founded in Germany in 2017, Hyrox’s debut event in 2018 had less than 700 participants. Jump to 2023 and this number had already exploded up to 175,000 and the 2024/2025 season saw over 600,000 competitors, a truly global fitness phenomenon that now spans more than twenty countries around the globe.
And that incredible growth pattern shows no sign of slowing down either, with new locations in South America and Canada being planned. Each year has enjoyed over 100% growth and that pattern looks set to continue into 2026 with Hyrox declaring that 1 million athletes will be training and competing worldwide for a place in the championship
With that sort of hype, it is little wonder that the queues and ticket shortages we mentioned above have become a staple of the Hyrox landscape. A business insider article recently called the tickets “gold dust” and compared the scramble for entry to “almost as hard as seeing Taylor Swift”. Which is fitting as Hyrox’s 2026 Championship will be hosted at Scandinavia’s largest arena, located in Stockholm, Sweden, where Miss Swift currently holds the attendance record. All of this to demonstrate that Hyrox is already big business, and it is only getting bigger.
So with the stage set, let’s take a look at what you as a fitness business owner can do to capitalise on this growing demand.
Hyrox Marketing
If you are considering catering to people looking for Hyrox-style training, we recommend you follow the guidance below when it comes to affiliation.
You are only able to use the Hyrox name and branding in your class titles and marketing if your business has paid for official Hyrox affiliation. To find out more, follow this link to Hyrox’s site.
If you have not paid for Hyrox affiliation, it is vital to stay clear of using their trademark as using their name in your advertising or class titles can breach their branding and trademark guidelines.
Thankfully you can still market sessions as “Hyrox-style” and other terms that will communicate the fact you are offering a Hyrox-compatible training service. This can allow you to appeal to the Hyrox crowd without paying for their affiliation or infringing upon their brand.
How Your Gym Can Attract the Hyrox Market
So the demand is already here, and it is only growing. As Hyrox states, only 0.5% of competitors will get to the championship, but every single one of that 1 million person strong group will need to train. Not only that but Hyrox training has become popular even among people with no intention of formally competing.
Now let’s look at how your gym can capitalise on this trend and increase your appeal to the Hyrox community:
Create Hyrox-Style Circuits for Classes:
Most of the required equipment for Hyrox, such as sleds, rowers, SkiErgs and wall balls are already common staples in many independent gyms. At that point it is just a matter of rearranging your equipment into a Hyrox-style circuit and running sessions that mimic the event format to attract both new and existing members.
PT Programming:
Personal trainers can offer “Race Prep” or “Endurance Conditioning” packages that will help your members train and prepare for Hyrox’s unique mix of stamina, pacing, and fatigue management.
In-House Events and Partner Events:
Hyrox lends itself naturally to event days. Running a small “simulation” of a Hyrox challenge will attract both those who genuinely want to practice and those who want a taste of the experience. As an added bonus, it will introduce those interested in Hyrox to one another in a competitive context.
Affiliation:
But as we mentioned earlier, be careful when advertising these events if you don’t have official affiliation. Stick to terms such as Hyrox-style. For more on affiliation, click here.
Delivering Hyrox-style events to your members and in order to attract new members is going to require some planning and forethought. It is important to understand what it will take and whether your gym is a good fit for these events.
That’s where Ashbourne can make all the difference.
How Ashbourne Helps Gyms Capture the Opportunity
From scheduling and sign-ups to tracking attendance and renewals. Running structured training programmes or in-house challenges can add a new layer of unwanted logistics to a fitness business’ day-to-day operations. That is why it is vital to have a system.
Ashbourne Membership Management supports gyms in turning the Hyrox demand into something sustainable by giving you the tools to help.
Class and Session Scheduling:
Allow your members to book and manage their classes, whether online or on your members app. Allow your instructors to arrange times, class spaces and class capacity on the fly. Implement automated restrictions on repeated no showers for high demand classes.
Class-Integrated Access Control:
Minimise class admin for your instructors by using integrated access control. Members scan themselves in and can even be automatically marked down as attended.
Integrated Payments and Hyrox Specific Categories:
Add flexible membership categories such short-term courses, challenge entries, or “race prep” programmes that can be purchased online without creating extra work for your staff. Once that initial period elapses, offer an easy transition into either renewing or a full gym membership.
Lead and Campaign Tracking:
Monitor and record interest through info capture forms, social media posts and landing pages, track how these convert into memberships to understand which approaches are reaching the Hyrox crowd in your area
Member Insights and Relations Management:
View participation and retention trends to identify which classes are most effective at engaging your members as well as which members might need extra motivation. Our Prospect Management system allows you to send the comms directly from your Ashbourne dashboard.
Easy-To-Use Dashboards:
Understand every aspect of your Hyrox efforts, from sign-ups, attendance and retention to member tier and referral rates. Send pre-event check-ins and reminders, post-event follow-ups, and targeted retention messages that help maintain interest and engagement with just a few clicks in your dashboard.
For both you, the gym owner, and your staff, this all means spending less time on admin, tracking and second-guessing, and more time on engaging with your members, working on classes and knowing the results.
Turn Demand Into Growth
Hyrox has become a global trend, which means there is a potential to capitalise on it wherever your facility may be. The demand is already there and people of all ages and abilities are looking for a place to train, prepare, and maybe even forge a community.
Gyms that act now can position themselves as community hubs for this growing audience before your local competitors do. By offering structured Hyrox challenge training, challenge days, and regular classes, you can give everyone, regardless of skill level, the outlet they are looking for, right on their doorstep.
With Ashbourne handling the admin, scheduling, and member management, you can focus on delivering the experience that keeps them coming back. If you want to know more, follow the link to book a demo with our UK-based team today.
The audience is primed and ready to go. Set your gym up now as the destination ready to capture them.
