Understanding the success of Hyrox The training-competition going viral on social media

There’s a new discipline that’s redefining the logic of global training. It’s called Hyrox and is, in every respect, the most complete expression of contemporary hybrid fitness. The name comes from the fusion of hybrid and ox, two core elements in the sport’s identity: on one hand, the combination of running and functional exercises; on the other, a reference to the strength, endurance, and consistency required to take it on. Born in Hamburg in 2017, the concept of Hyrox was developed by Christian Toetzke, an entrepreneur in the endurance sector, and Moritz Fürste, a two-time Olympic gold medalist in field hockey. Their goal was to build an accessible but standardized competition capable of measuring athletic abilities on a global scale.

The format is therefore simple and structured: eight kilometers of indoor running, divided into eight blocks, each interrupted by a high-intensity functional station. It ranges from sled push to wall balls, burpee broad jumps to sandbag carries. All completed in an average time of 90 minutes, timed and recorded. Unlike disciplines like CrossFit, which require advanced technical skills, Hyrox focuses on repeatability and inclusiveness: every event is identical in every city around the world, and everyone can take part. This has enabled the creation of an international competitive platform, with rankings, official times, and qualification opportunities for the World Championships, increasing Hyrox’s popularity and prestige.

But the discipline didn’t go viral by chance. It’s the result of a precise strategy, where format standardization, accessibility, and digital visibility have intersected for years, creating a perfect mix—even though the true catalyst has undoubtedly been social media. Instagram, and especially TikTok, have turned the discipline into a viral narrative, amplified by the work of some fitness influencers. Among the most influential profiles in Italy are Camilla Massa, former runner and official Hyrox ambassador who garners thousands of views with her motivational Instagram content and paves the way for race prep videos, and Eugenio Bianchi, former cross-country skier and Hyrox ambassador who has helped solidify the professional dimension of the circuit by sharing his training and competition experience on TikTok and encouraging an amateur audience to relate more strongly to the discipline’s format.

According to BoF, between 2022 and 2024, views of Hyrox-related content grew by +654%, while the average number of event participants increased by 57% each year. The collaboration with Puma further amplified the reach of the sport-brand, generating a media impact value of over $537,000 in the first month alone. The uniform aesthetic of the races, the modular event architecture, and the possibility of participating solo, in pairs, or in relays made Hyrox perfectly compatible with social media’s visual and storytelling formats.

Hyrox is also achieving great success in Italy. The sport debuted in the country in 2022, attracting an initial niche of athletes from disciplines like CrossFit and urban running. Its first appearance at RiminiWellness marked the beginning of rapid expansion: in 2023, over a thousand participants were recorded, and by 2024, the number rose to over 5,000, eventually surpassing 11,000 athletes in June 2025—making the Italian edition one of the most attended in Europe, according to data provided by the organization itself. Supporting this boom is a structured national network: today, more than 150 affiliated gyms offer Hyrox-specific training programs, according to technical and educational standards set by the parent company. The growth has also been the result of an entrepreneurial vision: in 2023, Infront Italy acquired 51% of the Hyrox brand for the Italian market, incorporating it into a strategic plan aimed at building a solid ecosystem in the competitive fitness sector on a continental scale. Hyrox is undoubtedly the sport of the moment, tied to trends and TikTok videos, but its rigor and structure take it far beyond entertainment and much closer to a true form of discipline.