Hyrox, a hybrid running and fitness competition, has become a significant craze, particularly among young millennials and Generation Z, attracting 1.3 million expected competitors globally this year. This rapidly growing popularity is largely driven by social media and a cultural shift towards fitness as a core part of identity, even leading to substantial financial investments by participants.

• Participants like Allana Falconer have spent up to £2,000 on a single event, traveling internationally, with typical costs for an abroad competition ranging from £400 to £1,000 per weekend, including a £120 ticket.
• Evgenia Koroleva, founder of ONE LDN gym, invested £75,000 in a bespoke Hyrox space, noting that serious competitors face "absolutely astronomical" costs due to multiple race entries and equipment.
• A Strava survey indicates that a third of Gen Z plans to spend more on fitness this year, with nearly two-thirds prioritizing new gym clothes over a date, highlighting a significant "cultural shift" in spending habits.
• Hyrox races, which started in 2021, involve repeating a one-kilometer run eight times interspersed with exercises such as burpee broad jumps and sled pulls, making it an "addictive" challenge with a near 50/50 gender split.