Hyrox believes it has what it takes to become an Olympic sport, pointing to its rapidly rising participation numbers and recent recognition from the World Triathlon Federation
Hyrox is putting its cards on the table — it wants to become an Olympic sport.
Earlier this week, the brand formed the Hyrox Science Advisory Council and published its first Science of Hyrox report, moves that signal Hyrox is gearing up for something bigger than mass-participation events.
That something bigger, according to Hyrox co-founder Moritz Fürste, is the Olympics. The brand is reportedly pushing for inclusion in the 2032 Games in Brisbane, Australia.
Becoming an Olympic sport is a lengthy and complex process, but Fürste believes Hyrox has a real shot, pointing to skyrocketing participation numbers across the globe, punctuated by an upcoming London event that’s expected to draw more than 40,000 athletes and over 30,000 spectators.
Other sports federations have recently recognized Hyrox, so the International Olympic Committee doing so might not be that far-fetched.
“With Hyrox now recognized as the newest discipline under the World Triathlon Federation, our ambition to one day stand on the Olympic stage feels more tangible than ever,” Fürste said. “We’re just getting started, and we couldn’t be more excited for the future of the sport.”
It’s Not Just Hyrox Riding the Competitive Fitness Wave. Adidas Sees a Bright Future, Too
Hyrox has legitimized competitive fitness as a lucrative business pursuit, and big-name brands are starting to take note. That includes potential competitors.
The ATHX Games, a Europe-based functional fitness competition, signed a four-year global partnership deal with Adidas as it eyes expansion into markets including the U.S., Middle East and Asia-Pacific.
The ATHX Games format is similar to Hyrox but a bit different, featuring movements like squats, presses and deadlifts in addition to endurance activities, a strategic move that could help the upstart competition appeal to hardcore gym-rats and powerlifters.
Adidas backing ATHX serves as important validation for the brand, which is staging upcoming events in European cities including London, Paris, Barcelona and Berlin.
But it will take a lot to catch Hyrox, the undisputed leader of fitness racing. The Hamburg, Germany-based brand already enjoys high-profile backing from Puma, in addition to partnerships with Peloton, Centr and electric-car maker Lucid.
