Before we begin, here are a few things to know about Hyrox:
In 2022, I signed up for my first Hyrox in London, and explaining it to friends was almost as hard as the race itself. “It’s like CrossFit meets a marathon,” I’d say, met with confused stares. Fast forward to 2024, and the buzz around Hyrox has exploded. While I’ve hung up my Hyrox shoes for now, I’ve watched the brand evolve into a global fitness phenomenon. A big part of that success? Its digital experience.
In my role, I appreciate just how important a great digital journey is to building a standout brand. The best brands don’t just compete—they define their category. Hyrox has done exactly that by owning the hybrid fitness space. So, what can we learn from their journey?
Tuning in to its community
- What they did: Hyrox tapped into its community—using social media, podcasts, and feedback loops to create a dialogue. They didn’t just tell people what Hyrox was; they listened to what people needed to make it feel accessible and exciting.
- The takeaway: People will tell you what they need if you let them. Whether you’re launching a new product or growing a community, start by listening more and talking less.
Redefine expectations
- What they did: Hyrox didn’t settle for “just another fitness event.” They created a unique blend of digital and physical experiences—from slick sign-ups to post-event performance breakdowns—that made participants feel like elite athletes. (I still have all my stats saved in my phone!)
- The takeaway: Your competition isn’t just others in your category—it’s the best experiences people have anywhere. Be bold enough to exceed expectations, not just meet them.
Make it more than a transaction
- What they did: Hyrox turned their platforms into hubs for inspiration and connection. Between training tips, course previews, and community challenges, their content keeps participants engaged long after they’ve crossed the finish line.
- The takeaway: Don’t just self-serve. Use your digital touchpoints to provide value that keeps people coming back for more.
Make it about your audience
- What they did: From celebrating personal bests on social media to sending tailored race-prep guides, Hyrox made the experience feel personal at scale.
- The takeaway: People don’t want to feel like one of many—they want to feel like “the one.” Use data to make every interaction meaningful, no matter how big you get.
Sweat the small stuff
- What they did: Hyrox fixed what used to feel disconnected—like patchy pre-race communications or confusing logistics—and turned it into a seamless journey. Every touchpoint now feels consistent and effortless.
- The takeaway: Friction kills loyalty. Step into your users’ shoes and walk their journey end-to-end. Fix the cracks, and they’ll keep coming back.
Hyrox’s journey proves that digital isn’t just part of the experience—it is the experience. Their focus on listening, delivering value, and removing friction has turned them into a global leader. No matter the industry, if you want to stand out, you have to create a connected, engaging, and personal digital experience that goes beyond the norm.
While my Hyrox racing days are on pause, I’m cheering on this weekend’s London event—and taking notes for the brands we work with at 7DOTS.
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