Hyrox is Gen Z’s new fitness obsession and they’re willing to spend big on it. The hybrid running-and-workout competition has become a global phenomenon, with 1.3M people around the world expected to compete this year. It’s taken off especially among Millennials and Gen Z thanks to a social media culture that treats fitness as an aesthetic, so competitors often show up in coordinated, high-end gym ‘fits. It’s an activity young people are willing to spend big on, too: participation tickets alone run about £120, with competition weekends totaling £500-£1K when factoring in travel and hotels. With events in the U.K. selling out fast, fans are even traveling abroad to secure a spot, proving Hyrox’s momentum isn’t slowing down anytime soon. (BBC) 👀 Read more from YPulse: 3 Things Brands Should Know About Young Europeans’ Fitness Routines
