RiminiWellness Blends Competition & Commerce
A packed crowd watched Hyrox and Italian Showdown athletes go head-to-head while franchise founders traded growth strategies in exclusive workshops
If day one at RiminiWellness introduced the 19th edition as a full-body immersion into fitness, wellness and innovation, day two was the adrenaline spike. The Rimini Expo Centre swelled with athletes, operators and consumers, many drawn to the event’s mix of competition, community and commercial opportunity.
From inclusive fitness competitions to exclusive franchising insights, the programming reinforced RiminiWellness’ ability to cater to both performance and profit.
Hyrox & Italian Showdown Anchor the Energy
In Hall D7, Hyrox returned to Rimini exactly two years after its Italian debut — this time with a broader, more welcoming format. Across singles, doubles and relay categories, competitors of all ability levels, including adaptive athletes, pushed through functional training circuits in front of shoulder-to-shoulder crowds. Hyrox may brand itself as “fitness racing for everyone,” but it’s also proving to be a cultural force with serious global traction.
Rachid Louali, owner of Alter Ego Gym in Qatar, described the setup as one of the best he’s seen.
“I’ve been to other Hyrox events, but this one stood out,” Louali said. “The natural lighting was fantastic, it was well organized, and there were lots of vendors. What really made it unique was how seamlessly it integrated with the rest of the expo. You could transition from walking the show floor to becoming a spectator without missing a beat. It was a fluent, comprehensive experience of sport and fitness.”
A short walk away, the Italian Showdown channeled CrossFit’s grassroots energy into a high-volume group event. With more than 850 slots across beginner, intermediate, and Rx divisions — plus seven age groups spanning from 18 to 60+ — the Showdown merged top-tier performance with wide participation. Spectators watched first-time athletes and seasoned competitors share the floor, celebrating effort over ego.
Franchise Power Plays
While the public halls buzzed with movement, a quieter, but equally strategic, scene unfolded at Fitness Franchising Day. Hosted for the first time at RiminiWellness in collaboration with Affilya, the private, invite-only event offered franchisors, franchisees and investors a chance to connect, pitch and plan.
Founded by Italian franchise industry veterans, Affilya is focused on creating vetted, high-potential franchise opportunities in Italy and abroad. The organization is known for its rigorous internal certification process and commitment to international best practices.
At Rimini, Affilya curated a full-day program that began with strategic panels and franchise growth workshops. Topics ranged from operational efficiency and real estate strategy to brand scalability and market saturation. The afternoon shifted into a structured networking session, where select franchisors and franchisees could meet with investors and explore new partnerships in a controlled, business-forward environment.
The format underscored RiminiWellness’ increasing relevance as a commercial platform, not just a consumer expo.
Crowds, Collabs & Keto Biscotti
The Rimini Expo Centre was noticeably more crowded on day two, particularly around influencer booths and the bustling functional areas. While fitness content remained the main draw, lifestyle offerings, from low-calorie gelato to the oddly addictive keto biscotti, continued to delight and distract. Now midway through, RiminiWellness continues to strike a rare balance between grassroots energy and strategic ambition. proving that community and commerce can thrive under one roof.