The season is heating up. Here's what to know.
📈 What Does HYROX Think of… HYROX?
The PR agency for HYROX, Fittest PR, recently dropped two new articles on their in-house publication well.being that shed light on how HYROX views its place in the sports and entertainment ecosystem.
- 📰 “The Attention Economy – What Paramount’s UFC Deal Means for Consumer Brands Everywhere”
This piece compares HYROX to sports like F1 and UFC — both of which landed multi-billion dollar media rights deals. The comparison is clear: HYROX aims to build storylines and stars, not just mass participation events.
📰 “Competitive Fitness Has Gone Mainstream”
Featuring a quote from co-founder Moritz Fuerste:
“We are in the entertainment game when it comes to attention whilst still running an aspirational Tier 1 sport.”
📺 Projects like Red Bull’s Beyond the ROX and expanded athlete coverage suggest HYROX is pushing hard into legitimizing the sport while keeping it entertaining.
🏟 Professionalizing the Majors
A series of emails sent to Elite competitors previewed new changes debuting at the Hamburg Major:
- 👥 A dedicated Elite hall designed with spectators and media in mind
- ⏱ Three-hour gap between Women’s (4pm) and Men’s (7pm) start times for improved broadcast coverage
- 🧍♂️ Mandatory body tattoos for the men with names and country flags — no more guessing who's who amongst the sweaty shirtless dudes
- 🎯 Dedicated Coach Zone near The Grid & Wall Balls — verbal encouragement allowed, but no fueling or interaction with race officials
These moves signal a clear push to professionalize and elevate the in-venue and broadcast experience.
📆 What’s Going On This Weekend?
A rare HYROX-free weekend. Enjoy it — the next one won’t be until after Christmas. But there’s still plenty to watch:
- 🏊♂️ Ironman World Championships – Men’s Race
Sunday in Nice, France - 🏃 World Athletics Championships (Tokyo)
Finals for the Men’s 10,000m and 100m (Men & Women) hit Sunday night (U.S. viewers: early morning)
🏅 Performers of the Week
🔸 Joanna Wietrzyk & Jess Pettrow
- 🔥 New Women’s Doubles World Record: 54:24
- Beat the previous mark by fractions of a second. Massive performance.
🔸 Pro Men's Field in Perth
- 8 men under 60 minutes across 2 days
- Tom Rodgers edges out Josh Van Zeeland by 1 second
- Deepest field so far this season. Big implications for APAC Regionals in Brisbane
🎙 On the Pod: The Elite Card
Rich and Matt sat down on Race Brain to break down the new HYROX “Elite Card” and what it could mean long term for qualification, drug testing, and athlete access.
Still waiting on Matt to finish his thoughts at the end of the pod… 😅
That’s all for this week.
Big races ahead. Rest up. Get ready. Stay sharp.
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