Article

The most important facts about Hyrox in brief:

• The sports event brand appeals not only to sports enthusiasts, but to people of all fitness levels

• It has removed annoying barriers to entry

• It manages a multi-level community system

• The competitions stand out for their operational excellence, not their quantity

Germany loves fitness. Around 11.3 million people keep themselves healthy this way (2024). It is a huge market, and yet enthusiasts have long had no opportunity to compete in an easily accessible competition. That changed in 2017, when Hamburg-based Hyrox World GmbH launched Hyrox, a platform for fitness competitions. Its claim: "The Fitness Competition for Every Body."

Unlike other sports programs such as CrossFit, where complex and varying routines make it difficult to get started, Hyrox offers an easily accessible and standardized routine for people who want to compete with others.

The strategy seems to have struck a chord: "The Hyrox fitness competition, a combination of running and strength training, has become a global phenomenon within just a few years," writes Die Welt, citing figures: 850,000 fitness enthusiasts took part in Hyrox competitions in over 40 countries in 2024. According to Time magazine, Hyrox is now one of the 100 most influential companies.

What particularly impresses me as a brand consultant is how the Hamburg-based company impressively demonstrates how a brand must be managed and positioned in order to create a functioning, genuine community.

Let's take a closer look at the brand: What makes the Hyrox brand so successful? And what can other brands learn from it?

1. Hyrox focuses on appeal, not just awareness

Demand for Hyrox competitions is high, and the company could hold significantly more events. However, it focuses on quality rather than quantity. Sports enthusiasts may be disappointed if only a few competitions take place in their region. But the sports event brand sets limits so as not to jeopardize its operational level. So it makes use of the most important word in brand management: no.

Hyrox resists the temptation to increase sales in the short term. Instead, operational excellence is its top priority. Every competition should give participants—regardless of their fitness level—the feeling that they are taking part in a professional sporting event.

These high quality standards make the events highly appealing and attractive. Participants are enthusiastic and regularly recommend Hyrox to others.

What other brands can learn from this: The courage to differentiate is essential in order to inspire and grow in the long term. You don't have to meet every demand or take advantage of every sales opportunity. Before brands scale their business model further, they should ensure the quality of the brand experience. They achieve lasting success by strengthening their significance – not by inflating their offerings.

2. The Hyrox brand is easily accessible

The sports brand has a broad network of licensed partner studios that offer a standardized but locally adaptable Hyrox experience. In this way, Hyrox creates additional brand touchpoints that make the brand easily accessible. Through clear guidelines and quality standards, Hyrox ensures that its licensed partner studios deliver an experience that meets the brand's high standards. This enables the brand to scale its business model in terms of both quality and quantity in a resource-efficient manner. Licensing also opens up another source of revenue for Hyrox.

However, participants in the competitions do not have to be members of such a gym or Hyrox Performance Center. They can prepare for the competition in various ways—not only through gyms or Hyrox Performance Centers, but also through their own training sessions. This allows people to tailor their Hyrox training to their preferences and fitness levels.

With this open model without barriers to entry, Hyrox makes its competitions accessible to a broad target group. Although participation is not guaranteed, the brand democratizes the community experience without diluting its profile.

What other brands can learn from this: Making your brand accessible on different levels without diluting its profile lays the foundation for a vibrant brand community. Brands should develop different levels of experience to build a closer connection with their fans, new customers, and other target groups.

3. Hyrox breaks down gym anonymity and promotes community

In many gyms, members tend to remain anonymous. They train on their own, without any real contact with other athletes. Hyrox changes that, turning the gym into a place of belonging and community. The studio becomes a place where a shared passion connects people.

A rational training experience turns into an emotional connection with the brand. Participants begin to identify with the brand, which strengthens them, and many develop the goal of participating in a Hyrox competition.

What other brands can learn from this: Enthusiasm for a brand product alone is not enough to build a community. Rather, brands must create events and places where people can discover their connection and come together to form communities.

4. Hyrox engages in intensive community management

Hyrox creates different approaches to the brand, depending on preferences and objectives. This leads to a potential gap – from beginners to highly involved fans. For example, those who identify more strongly with Hyrox can delve deeper into the brand through licensed partner studios and become part of the brand community there. They don't leave community building to chance, but are actively involved in it. People who get closer to the brand report on their positive experiences. This creates "talking value" that further strengthens the brand.

What other brands can learn from this: Brands should not interact with all customers in the same way; differences are needed. A systematic potential gradient in various gradations, for example according to proximity, significance, and attention, is advantageous. If these levels are missing, no "talking value" is created.

5. Hyrox appeals to a widespread desire

Hyrox appeals to a deep-rooted desire for athletic goals and personal development. This scarcity gives the brand a unique positioning. With its competitions, it gives fitness enthusiasts a taste of what it's like to be a professional athlete. Hyrox gives them a goal, such as a better time or ranking.

What other brands can learn from this: Brands must address the emotional needs of their target groups. They should make them feel that they are contributing to something better, something higher: whether for themselves, for society, or for the global good. If a brand succeeds in translating this longing into an experience, loyalty is created.

Hyrox impressively demonstrates what a brand needs to be successful: 

• full focus on peak performance
• strict adherence to its limits, and
• a deep understanding of the desires of its community.

This brand is compelling because it gives people a sense of community.