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Some CrossFit and functional fitness gyms are adding HYROX classes and race-preparation events rather than choosing between the two formats. Owners interviewed by Athletech News reported membership gains, stronger retention and event revenue, but those examples do not establish that the approach will work for every gym.
Several CrossFit and functional fitness gym owners are adding HYROX classes and race-preparation events rather than treating the competition format as a replacement for CrossFit, according to a report by Athletech News. Owners interviewed said the programming has helped them attract members, retain existing clients and generate event revenue, though the accounts are individual business examples, not evidence that the model will work across the industry.
At Islander Athletics in St. John’s, Newfoundland, general manager Ashley Fraser said the gym began offering HYROX programming in 2025 after focusing largely on CrossFit. She told Athletech News that more predictable classes with fewer complex skills appealed to people hesitant to try CrossFit and helped keep some at-risk members engaged. The gym’s membership rose from 182 in July 2024 to more than 330, according to the report; it does not isolate how much of that change was caused by HYROX.
Fraser said the gym runs four HYROX classes a week, which regularly have wait lists. A simulation event held in August brought 25 new sign-ups, she said. At CrossFit Liberate in Athens, Georgia, owner Larry Reeves said the gym affiliated with HYROX in April 2025 to reach people interested in group training but not necessarily CrossFit. Ahead of nearby races, he said, the gym typically gains five to 10 members; he also described the classes as a way for existing members to vary their training.
Other examples in the report focus on events and equipment. Coach AJ Schrag said a HYROX camp at Catalyst Gym in Stamford, Connecticut, grossed $15,000 in October 2024, and a later seasonal camp grossed $30,000. At 8th Day Gym in Grand Rapids, Michigan, owner Joe Cebulski said the facility added HYROX classes in late 2025, expanded its equipment and grew from a usual 500 to 550 members to consistently more than 600. He estimated that a scheduled simulation event would gross $7,000 to $9,000; those figures are his projections, not confirmed event results.
How HYROX Could Broaden Gym Membership
The accounts suggest that HYROX can give gyms a way to serve people who want structured group exercise or race preparation but may not be drawn to CrossFit. For existing clients, a different format may offer another training option and a reason to stay engaged. The business case described by the owners combines recurring classes, event income and new-member recruitment, rather than relying on a single source of revenue.
The results also point to costs and operational choices. Schrag and Cebulski said gyms need to invest in equipment and make the offering feel like a planned program, not an occasional add-on. That can mean dedicating space, coaching time and resources before demand or financial returns are certain. The reported membership and revenue figures come from specific facilities and do not show typical costs, profit margins or outcomes elsewhere.
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CrossFit Gyms Add Race Preparation
HYROX combines running with functional workout stations and has become a draw for people preparing for organized races. The source report states that 1.6 million people participated in HYROX races in 2026 and that participation is expected to exceed 2 million in 2027. The report provides no calculation method or comparison baseline for those figures, and the 2027 number is a forecast rather than a completed count.
The gym owners’ responses vary from adding classes to building out more extensive facilities and events. Reeves described membership gains that fluctuate around races within driving distance, while Fraser and Cebulski reported broader membership changes. These examples reflect owners’ experiences; they do not establish that HYROX caused every reported increase or that the trend will persist.
“It’s a retention tool, and it’s something current members try when CrossFit starts to take a toll on their bodies.”
— Larry Reeves, owner of CrossFit Liberate, as quoted by Athletech News
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Costs and Long-Term Demand Remain Unknown
The report does not provide audited financial statements, operating costs or profit figures for the gyms cited. It is not clear how much of the membership growth resulted specifically from HYROX, how much equipment and staffing cost, or whether gains continued beyond the periods described. The reported event gross revenue is not the same as profit.
It also remains uncertain whether interest will hold as race schedules and fitness preferences change. The report includes owners who chose to add the format, but does not compare their results with gyms that declined to do so. The participation estimate for 2026 and projection for 2027 are attributed to the source material, with no further methodology supplied.
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Gyms Will Test Demand Around Races
For the gyms in the report, the next measures are continued class attendance, membership retention and turnout at scheduled simulations and nearby races. Cebulski said another simulation event was planned for the month of the report, with a projected gross of $7,000 to $9,000; the source does not provide its eventual result. Other owners considering the format will need to weigh local interest against equipment, staffing and space requirements. The report does not identify a broader industry benchmark or a confirmed timeline for assessing whether the business gains will last.
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Key Questions
Why are some CrossFit gyms adding HYROX classes?
Owners quoted by Athletech News said HYROX can attract people who want group training or race preparation but are hesitant to try CrossFit. They also described it as another option for existing members.
Did HYROX cause the membership growth reported by these gyms?
The owners linked their programming to member growth, but the report does not establish that HYROX alone caused the increases. It does not provide a controlled comparison or separate the effects of other business changes.
How much revenue did the reported HYROX events generate?
Coach AJ Schrag said a 2024 camp grossed $15,000 and a later camp grossed $30,000. Joe Cebulski projected $7,000 to $9,000 gross for a scheduled simulation event. Gross revenue does not account for costs, and the report does not give profit figures.
Does a gym need to invest in specialized equipment?
The owners interviewed emphasized having relevant equipment available for training and race preparation. Their accounts do not establish a standard investment level; requirements will depend on the classes, facilities and events a gym chooses to offer.
Is HYROX expected to keep growing?
The source report says participation reached 1.6 million in 2026 and is projected to exceed 2 million in 2027. The later figure is a forecast, and the report does not provide its methodology or a comparison baseline.
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