Key facts
- Xenom, a new fitness competition, is holding its second event in London this weekend.
- The competition combines elements of Hyrox and CrossFit, featuring 10 distinct challenges.
- It is backed by $15 million in funding from WNDR, a private equity firm co-founded by Jeffrey Katzenberg.
- The functional fitness industry is valued at £6.5 billion.
- Xenom plans to expand globally with events in Miami, Malaga, and Paris in the coming year.
Xenom, a new fitness competition that blends elements of Hyrox and CrossFit, is set to hold its second-ever event in London this weekend. The competition, which features 10 distinct challenges including weightlifting, gymnastics, and endurance tests, aims to provide a standardized benchmark for athletes in the rapidly growing functional fitness sector.
The venture is the brainchild of Keith Barlow, a functional fitness enthusiast who previously contributed to Hyrox's global growth. Xenom has secured $15 million in funding from WNDR, a private equity firm co-founded by Dreamworks co-founder Jeffrey Katzenberg and former Dropbox CFO Sujit Jaswa. Barlow stated that the UK and London's functional fitness community has seen significant growth, creating a demand for consistent performance benchmarking.
The London event, taking place on Saturday and Sunday, has already attracted over 2,000 registrations of interest. It will feature some of England's top CrossFit athletes, including Sam Briggs and Kelly Friel. Following its debut in Dallas in June, the London event marks Xenom's second competition.
Barlow sees a compelling investment case in the functional fitness space, drawing parallels with established events like Hyrox and Ironman triathlons. He believes Xenom represents a similar opportunity for investors by leveraging intellectual property, deploying capital strategically, and tapping into a passionate consumer base. The functional fitness industry is currently valued at £6.5 billion.
After London, Xenom has a Miami event scheduled for December. The company plans to expand its global footprint significantly next year, with aspirations to host 8-10 events, including planned competitions in Malaga and Paris. Barlow envisions Xenom becoming a global competition platform that meets the demand from individuals training in gyms worldwide, offering them a stage to showcase their physical capabilities.