We caught up with Hanna John, our Director of Global Business Operations, to explore what makes HYROX one of the fastest-growing fitness racing events worldwide.

From her experience competing at the Sports Direct London Olympia race and qualifying for the World Championships to the exciting opportunities it offers for brands, Hanna shares her insights on the fitness phenomenon captivating the globe.

For those of us not in social media’s fitness algorithm, what is HYROX?

Born in Germany in 2018, HYROX is now the fastest-growing fitness sport in the world; this year it’ll take place in over 20 countries across 81 races with over 200,000 participants.

The format of the race always stays the same – eight “stations” of work preceded by a 1km run, which means you can seek to improve your performance without the excuse of too many external variables! Plus it allows international rankings of athletes - the top 2% qualify to compete at the annual World Championships.

You can compete in different categories, such as mixed or single-gender doubles, open (solo), or pro (heavier weights), and you’re ranked by age group. I think the oldest person competing this year was in the 70-age group!

How did you get into HYROX, have you always been into fitness?

I’ve loved going to the gym and playing sport for years and my friend signed us up for a women’s-doubles race in London in November last year. I had no real idea what to expect and did some specific training in the months beforehand but kind of made it up! I absolutely caught the bug and knew immediately I wanted to compete again and do a solo race too.

I got an online HYROX coach who designed a programme for me, and I ended up coming 4th in my age group at a race in Malaga, and then that same friend and I qualified for the World Championships in Nice in June following our second race in May.

It was impressive to see so many incredibly fit, fast and strong athletes from so many different countries in one place – to put things in perspective, my friend and I finished in the pro-doubles category with a time of 1 hour 10 mins; the winners finished in 57:59 so we can improve a lot!

What are the opportunities for brands to get involved?

HYROX has always had local partners at their events – typically nutrition and supplement businesses and apparel sponsors, given the nature of the events.

This year though, HYROX secured its first global sponsorship deal with a major brand, Puma.

They will be the Official Apparel and Footwear Partner for all HYROX races from 2024 – 2027 and they’re releasing bespoke HYROX footwear models and will support the top athletes who will exclusively wear their shoes for racing.

MyProtein will now also be the Official Nutrition Partner for HYROX this season, and there are more opportunities for brands to get involved as well – for example, event naming rights, it was the ‘Sports Direct London Olympia’ race where my friend and I qualified for World Championships.

HYROX has really taken off on social media, and HYROX athletes LOVE a product, from supplements, to nutrition or programming apps to backpacks, and there’s a real community around this stuff.

You can honestly spot a HYROX athlete from a mile off because they all wear the same gear, so I think the opportunity for brands is pretty significant right now – especially for those trying to break into the global fitness market.

What is HYROX like to experience as a fan?

Anyone can buy a ticket to any of the HYROX events and it’s quite an experience – I would definitely recommend checking it out!

Think of a massive warehouse with spectators around the outside and up in the bleachers, fitness stations in the middle and people running around the outside like a racetrack, plus music blaring and MCs commentating at the finish line. It sometimes feels like a lively festival, although not so much for those competing!  

You can walk around the arena and see different athletes work at different stations, cheer on your friends, plus there are always loads of brands activating around the stadium – from samples of mushroom coffee (not for me) to a spritz of magnesium spray which promised me quick recovery (it didn’t). It’s a pretty fun albeit hectic atmosphere!

What’s next – for HYROX and for you?

This year promises to be the biggest yet for HYROX – more countries, more events, more participants.

It’s getting harder to get a spot in a race, with London introducing a ballot system this year, like the London Marathon. I do wonder how long the fascination with HYROX will continue and, as it does grow, it’ll be harder for brands to find a niche in an increasingly crowded arena.

I’d also love to see a focus from HYROX on diversity in its broadest sense – from adaptive athletes to encouraging and creating an environment that people from all backgrounds feel comfortable in.

As for me, I have my eyes set on a podium finish for my age group in either Madrid in October or Malaga in April … but with the increasing competition we’ll see if that happens! In the meantime, you’ll find me nearly always tired, contemplating how to push a 150kg sled quicker, and stuffing my face with carbs.