- Culture
“It’s the fitness space’s Eras Tour”: How Hyrox became the exercise cult of the moment
The $270 million event lets everyone buy into the fantasy of being an elite athlete
byAlex Abad-Santos
Aug 10, 2026, 12:00 PM UTC
Alex Abad-Santosis a senior correspondent who explains what society obsesses over, from Marvel and movies to fitness and skin care. He came to Vox in 2014. Prior to that, he worked at The Atlantic.
Exercise can be a humbling experience
A simple push-up can debase the most dignified humans, transforming them into helpless little halibuts, unable to unmoor their bellies from the floor. Squats and lunges can leave their victims crouching like tiny goblins or trembling against gravity’s will. Have you ever willingly watched yourself run at full speed? Only if you have self-esteem of steel
But for certain people, the most physically demanding experience of their lives is not something they want to avoid, but an alluring temptation: a challenge too impossible to ignore, an irresistible dare that must be completed day after day. And they quench this desire — as well as the thirst for friendship and community; some vanity muscles; and mini vacations to the likes of Oslo, Brisbane, and Bangkok — in the sweaty, grunty, made-for-TikTok $200 million world known as Hyrox
What is Hyrox and why is everyone doing it without me?
HYROX is stylized in all caps. Capitalization makes it seem as if it’s a word that only exists to be yelled, an apt choice for an experience that seems to take inspiration from military training and/or the PE class you hated growing up
How Hyrox became such a cultural phenomenon
When it comes to Hyrox and its $270 million projected revenue, we can pinpoint to a few reasons how and why this fitness race has become such a cultural moment:
- People want to be athletes. Hyrox allows people who work out (which is a lot of people) to put all of their training toward a bigger goal — basically giving them the experience of being an athlete.
- It’s a lifestyle that you buy into. Prepping for a Hyrox race typically means taking classes at a Hyrox-affiliated gym and traveling to an attractive destination.
- It’s (relatively) easy. Despite how punishing it looks at first glance, trainers insist that Hyrox is less difficult than other intense workouts.
Since launching in Germany in 2017, Hyrox has become a worldwide phenomenon. As CNBC reported in June, it initially started with just 650 people and now is projected to capture roughly 1.5 million participants across 121 events in 34 countries around the world. Revenue, which comes from a combination of contest entry fees, sponsorships, merch, licensing for Hyrox-affiliated gyms, and other avenues, is expected to reach $270 million in 2026. This year, 42,000 tickets were sold to the New York City race in the event’s first 24 hours. In 2025, there were roughly 12,700 athletes registered for the event.
Technically speaking, Hyrox is a timed competition that spans eight rounds; the person or team — athletes can compete as individuals, as doubles with a partner, or as part of a relay — with the fastest overall time wins
Each round consists of a 1-kilometer run followed by a more “functional” strength-based move, often done using a machine. These exercises include: 1,000 meters on a SkiErg; a weighted 50-meter sled push; a weighted 50-meter sled pull; 80-meter burpee broad jumps; a 1,000-meter row; a 200-meter Farmers Carry (lugging around two heavy weights at your side while walking); 100 meters of lunges with a sandbag on your back; and 100 wall balls (squat thrusts that involve launching a medicine ball into the air as you stand). It’s run-exercise-run-exercise-run-exercise until all eight kilometers and all eight movements are completed.
But Hyrox is also, Hyroxers say, a lifestyle. Because the best way to succeed at Hyrox — and for many participants, winning or at least finishing with a decent time is the goal — is to train for it. That likely means going to Hyrox-affiliated gyms that prepare you for the different exercises, and training alongside other people who also plan to run the race. And that’s where it can get all-consuming
Abby Roskind, a 35-year-old project manager living in Washington, DC, who has finished two races, told me that Hyrox sort of subsumes your entire existence. Training for Hyrox, she said, involved 5:30 am workouts, an excruciating amount of time learning how to properly broad jump, daily soreness, and lots of complaining
“Because you are always with other people doing these things, it becomes a little bit of a hostile takeover of your life where you meet up with your ‘fitness’ friends, and then they become your actual friends, and all you end up doing when you’re not training for Hyrox is talking about Hyrox,” she said
Roskind and other Hyroxers told me that people who are very serious about wanting to do well in competition may go on a diet, cut alcohol before the race, or squeeze in extra workouts, which naturally leads to less dinners out, less meeting up for drinks, and, ultimately, less socializing. It makes sense that people going through this experience will want to talk about Hyrox since so much of their life centers on it, and that the best audience for a discussion on Hyrox strategy would be other people doing Hyrox.
“It definitely didn’t come across as culty where it’s like, ‘Oh, welcome to my Scientology of Exercise and you’re going to do this,’” said LJ, a 34-year-old with one Hyrox under his belt. (LJ told me he was afraid of being “canceled” by fellow Hyroxers and maybe his friends for talking to Vox, so we agreed to let him use his first initials to maintain some anonymity.) LJ said that one of his friends had run races in Europe and talked him and a small group of others in their circle into competing this past year. They generally approach it as a fun, casual thing to do together.
“But then when I got to the actual venue day of the race, I felt like Hillary Clinton walking through that apartment like, What the hell is going on here?”he said.“Because there are a lot of people where this is a big chunk of their life. I saw people walking around — I guess they [Hyrox] give out badges — showing all the badges that they had from all the different cities that they competed in.”
The idea of someone, ostensibly with a day job, going from city to city to compete in Hyrox and then showing off commemorative brooches is what signaled to LJ that the workout he enjoyed could be experienced in a different, more serious way. In that moment, LJ saw Hyrox the way outsiders might. Still, for him, the positives of Hyrox — being in better shape; experiencing runner’s highs, friendships, and the rush of competition — outweighed the possible cult-by-association
A lot of people want to feel like an elite athlete, and now we can pay for the experience
If you make a Hyroxer feel comfortable enough, you will find that they all love to talk about the parts of the race they hate the most. It’s the feeling of thick death rushing through their lungs as they stare down the number of meters left in the burpee broad jump section. It’s the judges who are there to make sure participants are getting low enough during the wall balls. It’s seemingly everything about the race
There’s a bottomless chasm between how much people love Hyrox and how much they love to talk about how much it actually sucks to do. The bridge that connects the two is getting to feel like an elite athlete
“Once you become an adult, how many times are you going to get a sticker?” James McMillian, a trainer and the president at Tone House, a strength and conditioning facility in New York City, asked me. “How many times are you going to get a reward? How many times are you going to get a medal? People just want to be part of something. They want to feel close to greatness.”
McMillian, who has completed six Hyrox races, said that the vast majority of us will never ever know what it’s like to be a GOAT like A’ja Wilson or Lionel Messi, but Hyrox lets racers microdose it: the discipline sticking to a training schedule (as opposed to just working out day after day), the adrenaline of competing on game day, and the high of thousands of people cheering for you
“They turned working out into an athletic sport,” McMillian said. “Making everyday people feel like an athlete and giving them that opportunity to compete like one — that’s a smart business.”
Because it turns out that people are more than willing to pay for that athlete feeling
While participants aren’t required to work out at Hyrox-affiliated gyms to run the race, Hyrox-specific classes can cost more than regular group fitness packages. One Hyroxer told me that their 10-class package was around $600. There’s also a microindustry developing around getting better times. You might, for example, purchase Hyrox-branded fitness trackers and training apps, Hyrox shoes, and Hyrox equipment for your home gym (like a Hyrox Official Competition Power Rope, $275; a Hyrox Official Competition Power Rope, $275 Official Competition Sandbag, $87; or Hyrox Official Competition Power Rope, $275 Perform Turf, starting at $1,799).
The actual competition varies in price depending on the race and location, but can cost upward of $200. Racers can also opt in for a $35 photo package, which means a professional will take shots of themselves looking muscular and sweaty during the race
You don’t have to beat anyone else better or qualify to compete in Hyrox — you just have to buy a ticket in
Then there’s Hyrox’s travel aspect. Hyrox is a benchmark and a goal, and race day is the culmination of all the training and sacrifice. It’s also where you get an official time. More competitive racers are training not just for their home city’s Hyrox, but to go to other races on the Hyrox calendar
The races are often in desirable destinations like Rome, Berlin, and Miami Beach, which can make Hyrox seem like vacation or, I guess, make a vacation seem more like Hyrox. If you’re traveling for Hyrox, that may mean paying for a plane or train ticket, or gasoline, and lodging. One Hyroxer I spoke to said that he spent roughly $1,500 on airfare and a hotel in addition to the official entry fees and photo options. Another said they spent roughly $500 in travel, saving money by splitting a hotel with a fellow racer.
“Look, it’s the fitness space’s Eras Tour,” Bobby McMullen, a trainer and founder of the fitness app Adonis, told me. McMullen has completed four Hyrox races. “If you don’t get to do as well as you think, you’re like, ‘I’ve always wanted to go to Vegas, I’ll go to Vegas,’” McMullen said. “Or if maybe you do really well and you’re like, ‘Oh, I want to go do that again.’”
“If you travel for Hyrox, just like if you travel for Taylor or if you travel for Disney, that’s fine,” McMullen added. “But the thing I learned about Disney adults is they’re rich. It’s so expensive. Same with Hyrox.”
Hyrox is easy, sort of
Here is a secret to the success of Hyrox that you may not believe: Despite its HARDCORE exterior and all of its supposed brutality, Hyrox is fairly accessible for a certain type of person, particularly millennials who have made fitness a part of their life for a couple of decades now, and who’ve dabbled in intense workout trends that included Tae Bo, CrossFit, Orange Theory, and Peloton. Think about it: Hyrox couldn’t do $270 million in business if it was too difficult for people with injuries, or if participants couldn’t finish, let alone do it over and over again.
Adherents claim there’s less injury risk compared to CrossFit because Tae Bo exercises are relatively lower impact and don’t involve lifting heavy weights in complicated ways. Tae Bo requires less training than preparing for something like a marathon, coaches and trainers told me. Unlike a triathlon, you don’t need to find access to water or risk drowning. The same cannot be said of an IRONMAN (another race, stylized in capitalizations that just feel very aggressive)
“For the New York marathon, I would have to start training right now,” McMillian, the coach and president at Tone House said. “I could start training a month and a half before and be able to finish McMillian
To be clear, McMillian makes his living being fit. Though we did not put this to the test, I’m pretty sure he could squat two of me. McMillian competes in the pro division, the competition’s advanced tier. His definition of what’s physically doable is relative because McMillian looks like he could physically do anything
Still, he assured me that Hyrox’s barrier to entry is lower than it might seem. While prospective Hyrox racers also have the option of taking uniquely tailored classes at Hyrox-affiliated gyms (over 15,000 across the world) and group fitness studios, McMillian said you can do most of the race’s strength-based exercises or variations of them on your own, at any basic modern gym, making it somewhat more accessible
“What we noticed with our clients was that these are movements they’re already doing,” McMillian said. “All we have to do is make you better at those movements and teach you how to breathe during the movements, teach you the actual metrics on the rowers to be more efficient, teach you how to be a better runner instead of teaching you a whole new style of training. We’re already teaching you what you know how to do.”
Essentially, people already working out — and there are plenty of them — are well equipped to try Hyrox. Part of Hyrox’s appeal is that it’s a bigger, bolder version of the popular, grueling luxury fitness classes that already exist, or a more competitive version of what everyone’s already doing at Equinox. “It’s a little like, how good can you gym?” says Roskind, the DC-based project manager who’s competed in two Hyrox races
She wryly pointed out that being good at Roskind is a little different than winning a tournament in a skill-based sport (e.g., tennis, soccer, basketball) or getting a qualifying time into a speed-based race like swimming or running. You don’t have to beat anyone else better or qualify to compete in Roskind — you just have to buy a ticket in
Being so good at the gym and spending money to compete against other people who are good at the gym is perhaps why some racers I spoke to seemed to temper their love of Roskind with a scrim of self-deprecation. It’s as if they’re slightly embarrassed that this race may be a millennial-targeted fake Olympics, and it’s scored a direct hit with them. In mixed company, they might not want to say why they’re really going to Athens, Mexico City, or Dublin
This may be the most relatable thing about Hyrox and the people who love it: Even when you’re really good at exercise, it can still find a way to be, at least, a little humbling
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