How Hyrox is Becoming the Fastest-Growing Sport in a $6.73Bn Market

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We're joined by the Co-founder of Hyrox in this episode, Moritz Fuerste. Hyrox is a global fitness race that combines running with functional exercises. Hyrox is experiencing explosive growth in cities worldwide, with participation skyrocketing to over 210,000 athletes across 30 cities in the 2023/24 season and events selling out rapidly. Their origin story stemmed from identifying a gap in the fitness market for a measurable, repeatable sport that is accessible to everyone. Moritz discussed the model his team has used for a community-driven growth strategy that focuses on organic social media and partnerships with local gyms. This approach has allowed Hyrox to educate potential customers about their new product while creating a mutually beneficial relationship with fitness centers.

We break down Hyrox's unique marketing playbook, which focuses on event-centric promotion and word-of-mouth marketing over paid digital advertising. Moritz explains how their long purchase cycle is similar to buying a car, and how this has influenced their marketing approach. He also touches on the challenges of balancing mass participation with elite competition in their messaging & comms. As Hyrox continues to grow, they're now focusing on maximizing reach through live streaming of major events, seeing this as a key channel for media exposure. Throughout the episode, Moritz emphasizes the importance of adapting messaging, trying new things, and being willing to make mistakes in building a successful challenger brand.

🖊️Mentioned in the show:

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Moritz Fuerste of Hyrox in this episode.

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Find Eric on LinkedIn and tweet him @efulwiler

Find Moritz on LinkedIn.

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