Gym Floor Trends: Hybrid Training and the Fitness Business — 2026-10-11
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Hyrox, the global hybrid fitness race, is navigating a significant public relations crisis following a viral incident at the Beijing World Championship, while simultaneously securing major investment from L Catterton. Meanwhile, Planet Fitness announced plans to raise Black Card membership prices to $29.99/month after the 2026 peak season, signaling a broader industry shift toward premiumization and wellness amenities.
Gym Floor Trends: Hybrid Training and the Fitness Business — 2026-10-11
Top developments
Hyrox faces PR storm after Beijing incident
On September 12, 2026, the women’s world record holder at the Hyrox Beijing event lost control of her bladder during competition, an incident that went viral and sparked debate over athlete safety and race management. Hyrox organizers apologized for allowing the race to continue, acknowledging concerns about hygiene while praising the athlete's resolve. This incident has intensified scrutiny on the rapid growth of hybrid fitness races and their operational standards as they expand into new markets.
L Catterton acquires majority stake in Hyrox
In a move completed just days ago, a consortium led by private equity firm L Catterton, alongside founders Christian Toetzke and Moritz Fürste, acquired Infront Sports & Media’s majority stake in Hyrox. This acquisition underscores the commercial viability of hybrid fitness events, which generated approximately $130 million in revenue in 2025. The deal positions Hyrox for further global expansion, with expectations of 1.3 million participants in 2026.
Planet Fitness raises prices and adds wellness amenities
Planet Fitness announced it will increase the price of its Black Card membership to $29.99/month from $24.99 after the 2026 peak join season. The company is also testing new premium wellness amenities to justify the hike and retain members. This strategy reflects a broader trend among high-value, low-price (HVLP) gym chains to balance affordable entry points with higher-margin services.
Gen Z shifts from cardio to strength training
Recent data indicates a significant demographic shift among Gen Z gym-goers, who are increasingly prioritizing strength training over traditional cardio. Gyms are reporting a boom in weightlifting participation, with solitary cardio machines seeing decreased usage. This trend aligns with the rise of hybrid training models that combine strength and endurance, appealing to younger audiences seeking functional fitness outcomes.
New competitor ATHX enters the hybrid fitness market
ATHX, a new hybrid fitness platform, is attempting to carve out a niche in a category currently dominated by Hyrox. The platform aims to differentiate itself by offering a different kind of hybrid experience, potentially targeting underserved segments or offering a distinct competitive format. Its entry signals continued investor interest and market fragmentation within the hybrid fitness sector.
Local view
In Germany, Fitness First CEO Martin Seibold noted a significant demographic shift in his clubs, with more women now training than men. Seibold attributes this change to the evolving perception of gyms, moving away from being "places for sweaty guys" to inclusive spaces focused on holistic health and community. This mirrors global trends where gyms are rebranding to appeal to broader demographics through better amenities and varied programming.
Context & numbers
- European Fitness Market: In 2025, European fitness club membership reached 75.5 million, with revenues increasing by 9.1% year-over-year. Median operator revenue growth hit 9.9%, indicating robust financial health in the sector.
- Hyrox Growth: Hyrox expects 1.3 million participants in 2026, up from previous years, driven by its expansion into Europe and Asia. The event generated $130 million in revenue in 2025.
- Planet Fitness Metrics: Planet Fitness opened 181 new clubs in 2025 and saw net membership growth of 1.1 million. Full-year system-wide same-club sales increased by 6.7%.
On the radar
- HYROX World Championships 2027: Hong Kong has been confirmed as the host for the 2027 HYROX World Championships at AsiaWorld-Expo, marking the first time the event will be held outside of Europe or North America.
- ACSM Trends Report: The American College of Sports Medicine (ACSM) has released its 2026 fitness trends survey, highlighting wearables and strength training for older adults as key drivers. These trends are expected to influence gym programming and equipment purchases in the coming year.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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