The Hyrox Craze: Why Youth Are Investing Heavily in Fitness Events

Hyrox is a fitness craze that shows no signs of dying out - with 1.3m people expected to compete in an event somewhere in the world this year.

The competition, which is split between running and fitness exercises, has proven particularly popular with young millennials and Generation Z - people in their twenties to early forties.

Its rapidly growing popularity has been attributed to social media, with fashionable looks often a non-negotiable for competitors. Many choose high-end fitness brands, coordinating outfits with their teammates, showcasing a blend of fitness and style.

Allana Falconer, who has dived into this fitness world since 2023, has already competed in 20 races across six countries. Her commitment is evident as she states, my holidays revolve around Hyrox or I incorporate events into holidays. The most I've spent is £2,000 for the World Championships in Chicago last year.

Evgenia Koroleva, the founder of ONE LDN gym, notes that participating fervently in Hyrox competitions can lead to significant expenses, sometimes upwards of £1,000 for a weekend, including travel and entry fees. Yet, participants see the value in this as fitness becomes an integral part of their identity.

Moreover, Hyrox's structure, involving a mix of running and strength challenges, creates a competitive yet accessible format that attracts many. Many athletes feel that, despite the costs, the thrill and community aspect makes participating worthwhile.

This trend reflects a broader cultural shift where young adults equate fitness spending with personal identity, prioritizing it over traditional expenditures like dating or leisure activities.

As the competition continues to attract more participants, with many traveling abroad due to sold-out local events, it is clear that Hyrox is not just a fitness competition but a growing lifestyle, pushing boundaries in how we see exercise and social interaction.