65: Hyrox: Answer these 6 questions before adding it to your gym.

In this episode I explore whether gym owners should add Hyrox training to their fitness business, by unpacking six key questions to help decide if it’s the right strategic fit.

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6 things you’ll learn in this episode

• How to assess whether Hyrox actually solves a meaningful problem for your specific target market.
• Why understanding your gym’s USP is critical before adding new programs like Hyrox.
• How offering too many services can dilute your positioning and weaken your brand.
• The importance of being either 10 times better or meaningfully different when competing in crowded fitness trends.
• How to spot hidden opportunities by zigging when other gyms are zagging.
• The risks of aligning your gym’s brand with external brands like Hyrox, and how that can impact your reputation long-term.

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TRANSCRIPTION:

Gym owners are always looking for the next big thing.

That thing that can add a couple of zeros to the bottom line of their bank statements.

So when Hyrox came along, a lot of gym owners saw dollar signs. Here was a global fitness movement that has captured the attention of both recreational exercisers and pro athletes.

If you’ve been living under a rock, Hyrox is basically a cross between a fun run for people who get bored easily, an obstacle course race for people who don’t like getting mud in their hair, and a CrossFit competition for people who can’t walk on their hands.

This is a movement that is expected to reach almost 500,000 participants this year, across 85 events in 26 countries. There are around 5,000 affiliated gyms worldwide.

For gym owners, the barrier to entry is really low. Most, if not all gyms already have all the equipment needed to offer their clients and members the Hyrox experience. The initial financial outlay is virtually non existent.

But here’s an interesting observation. If you look at a map of Hyrox Gyms, a lot of the 5,000 gyms listed as offering Hyrox are actually CrossFit Gyms, F45s, or other existing ‘functional fitness’ businesses.

With astronomical growth numbers, and this low barrier to entry, it almost seems like a no-brainer that you should consider adding Hyrox training to your service offerings.

But there’s a pattern that repeats time and time again in businesses that are easy to start. Because people don’t have to work hard or invest heavily to set them up, and because the hurdles to clear are so low, there’s very little filtering. There’s nothing to keep out and protect the people who maybe aren’t cut out to run a business like that. And that means everyone gets to play. And things start to get pretty crowded. It’s like the PT industry. It’s getting easier and easier to become a qualified PT. And the rates of people leaving the industry are getting higher and higher.

I’ve spoken about ways to pivot your fitness business before, in episode 48 of The Business of Fitness Podcast, 9 ways to pivot your fitness business to earn more (read the article here).

So it got me thinking, is there a filter we can apply to Hyrox to help you decide whether it’s a smart business move for you?

So before jumping aboard the Hyrox train, there are the six questions you should be able to answer ‘yes’ to. Let’s run through them and unpack each one.

Question 1: Does Hyrox solve a problem your avatar has better than the solution you’re already providing?

Every single successful business on earth solves a problem. Coca Cola solves thirst. Disney solves boredom. Amazon solves lack of time to shop.

And each of these businesses has a very clearly defined avatar who they solve this problem for.

And your business should too. Without thinking about it, you should be able to clearly and easily complete the sentence ‘My business helps [type of person you help] to [problem you solve].

For example. My business helps over 60s build stronger bones. My business helps isolated mums build healthy social connections. My business helps skinny blokes build bigger muscles.

If you can’t complete this sentence for your business, you’ve got a bigger problem than whether or not to introduce Hyrox. Start by working out who you’re for and how you