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Hyrox, a fitness phenomenon that blends running with various physical challenges, is rapidly gaining traction worldwide. This year, it is anticipated that around 1.3 million participants will take part in Hyrox events across the globe. The competition has especially resonated with younger adults, predominantly millennials and Generation Z—individuals typically in their twenties to early forties—who are drawn to its dynamic and social nature.
Social media’s influence has played a significant role in boosting Hyrox’s popularity, with many competitors emphasizing stylish athletic wear as part of their event experience. It’s common for participants to coordinate outfits with their teams, often opting for premium fitness brands to stand out. Allana Falconer, a sustainability professional who began racing in Hyrox events in 2023, describes her passion for the sport saying, “I have fallen in love with it.” She has since taken part in 20 races, spreading across 12 cities in six different countries. Falconer shares, “All my holidays revolve around Hyrox or I incorporate events into holidays,” reflecting how integral the sport has become to her lifestyle. Her biggest expenditure was a £2,000 trip to Chicago for the World Championships.
Costs associated with Hyrox can be substantial, especially for those who compete frequently and travel internationally. Falconer estimates spending about £400 per competition trip, covering two nights of accommodation and travel, plus £120 for the event ticket. Alongside these expenses, the wear and tear on fitness gear is considerable, with Falconer noting she “burns through ridiculous amounts of shoes.” Gym owner Evgenia Koroleva, founder of ONE LDN, highlights the financial intensity of serious participation, estimating that competitors may spend between £500 and £1,000 over a single weekend, with ticket prices alone around £120. She remarks, “Hyrox has created this addiction for people who do it because they never really do one race. When they do their first race they then sign up for another one and because the course is the same it creates this level of competition with yourself.”
Despite the high costs, many athletes deem participation worthwhile due to the logistical demands of hosting large-scale events, such as venue hire, specialized equipment, and official judging. There is, however, some criticism around the expense involved. A former participant on Reddit expressed skepticism by saying, “Travelling abroad plus the costs involved to run around a bit and get out of breath is a stretch for me.” Fitness trainer Fran Sirl also points out that intense competitions like Hyrox can seem intimidating, encouraging beginners to start with simple, accessible exercises that don’t require fancy equipment. He stresses, “Exercise doesn’t need to be expensive or complicated. It’s about finding something that makes you want to go back and do it again.” Nevertheless, Koroleva believes this spending trend is part of a cultural shift among younger generations, for whom fitness has become “non-negotiable and part of their identity.” Supporting this observation, data from the exercise app Strava shows that nearly a third of Generation Z users plan to increase their fitness spending this year, with many preferring to invest in workout apparel over social activities.
Hyrox events typically sell out quickly in the UK, prompting many enthusiasts to travel internationally to participate. Since its inception in 2021, the competition has maintained a near-equal gender participation rate. The race itself consists of eight one-kilometer runs, each interspersed with functional exercises like burpee broad jumps, sled pulls, and rowing. Competitors can enter solo or as pairs, including mixed or same-sex teams. Dr. Florence Kinnafick, an expert in physical activity and mental health at Loughborough University, notes that the combination of running and varied exercises sometimes induces a competitive “addiction” among participants. However, she also warns that the event’s strong competitive focus may not appeal to everyone and cautions against the risk of overtraining among those excessively aiming to improve their times. Despite its intensity, she adds that “there’s nothing particularly technical” about Hyrox, making it accessible for newcomers interested in testing their fitness levels.
Jorell Hill is another athlete who has fully embraced the Hyrox lifestyle. Since completing his first event in December 2024, he has participated in ten races across Europe and plans to expand his competition horizons further, including trips to America. Hill, a 27-year-old firefighter, describes how his social life has shifted from nightlife to fitness-centered activities, saying, “I used to go out, see mates, go to the pub and drink a lot,” but now prioritizes “fitness retreats and competitions” for his holidays. Moving to London just over a year ago, Hill has made most of his new friends through his involvement in fitness and remarks on his spending habits, “Instead of spending money on going out clothes, I’m just buying new fitness kit.” His experience reflects the growing trend among younger adults to integrate fitness deeply into both their personal and social identities
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