Key facts
- Hyrox and Xenom aim to make fitness the largest sport on earth.
- Hyrox plans for 2.2 million participants this running season.
- Xenom had over 400 athletes in its Dallas event and 560 in London.
- Hyrox wants to expand its presence in Latin America.
Global indoor fitness race company Hyrox is partnering with Xenom, a newer player in the fitness event space, with the shared ambition of making fitness the world's largest sport and potentially gaining Olympic recognition. Hyrox, founded in 2017, and Xenom, established in 2026, announced their strategic collaboration this month, focusing on marketing, events, and education. Hyrox co-founders Moritz Fuerste and Christian Toetzke have invested in Xenom, which is backed by US investment firm WndrCo. Xenom CEO Keith Barlow stated that the partnership made sense as both companies operate in connected fitness markets. Xenom's events involve standardized competitions over two days, similar to Hyrox's format which combines running and functional workouts across various categories. Hyrox anticipates 2.2 million participants this running season and aims for 2.5 million in 2027, while Xenom has seen early growth with over 400 athletes in Dallas and 560 in London, and plans for international expansion.