The Rise of Hyrox: Gen Z's Expensive Fitness Obsession

Thu Jan 29 2026 15:15:37 GMT+0200 (Eastern European Standard Time)

With an estimated 1.3 million participants expected this year, Hyrox combines running with fitness training, capturing the interest of Gen Z and millennials. Some competitors share their experiences of a lifestyle deeply intertwined with fitness.

Hyrox, a competitive fitness event, is rapidly gaining popularity among Gen Z, with 1.3 million participants expected worldwide this year. Competitors are devoted, often spending thousands on events and fitness gear, leading to a culture where exercise is a vital part of identity.

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.

Fashionable looks are often a non-negotiable for competitors, with many choosing to compete in high-end fitness brands, matching their outfits with their team members.

Allana Falconer, who works in sustainability and started competing in 2023, says she has fallen in love with it.

She has competed in 20 different races across six countries and 12 different cities.

All my holidays revolve around Hyrox or I incorporate events into holidays, she tells the BBC World Service.

The 29-year-old says the most she has spent so far was £2,000, when she travelled to Chicago for the World Championships last year.

For competitions abroad, she normally spends around £400 per trip for two nights' stay and travel, plus £120 for a ticket.

Evgenia Koroleva, founder of ONE LDN gym, underscores the high costs of participating in Hyrox, estimating that an athlete traveling to compete spends between £500 to £1,000 in one weekend.

Hyrox’s course features a combination of running and varied fitness challenges and is designed to be intellectually stimulating, which drives many participants to repeatedly sign up for more races.

Despite the criticisms of cost, many feel that the price reflects a cultural shift in how fitness is perceived, pointing out that for many in their 20s and 30s, fitness spending is a priority.

The competition constructs an atmosphere of competition, which can be particularly appealing to younger audiences, fostering a new communal identity through shared experiences and challenges.

The high registration costs have produced a unique ecosystem where fitness holidays are becoming a norm, encouraging the generation to re-define their travel, leisure, and social activities around fitness pursuits.