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Edwards, CrossFit's former COO and affiliate owner, has been named CEO of the storied fitness brand as it faces challenges from new competitors.
As CrossFit searches for stability, Hyrox is thriving, while upstarts like ATHX Games and Xenom eye the booming competitive-fitness market.
Revl Training is leveraging studio growth and in-person competitions to build global brand equity, eyeing new markets in Asia and North America.
Hyrox wants to become an Olympic sport, pointing to its rapidly rising participation numbers and recognition from the World Triathlon Federation.
Fitness competition ATHX is teaming up with Adidas as it rolls out a 14-stop 2026 tour and eyes expansion into the U.S. and other markets.
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