Gym Floor Trends: Hybrid Training and the Fitness Business — 2026-10-13
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The hybrid fitness sector is undergoing rapid consolidation and expansion this week, marked by L Catterton’s acquisition of a majority stake in HYROX and the launch of competitor ATHX. Meanwhile, major gym operators like Fitness First and Planet Fitness are pivoting toward wellness-focused demographics and premium pricing models to capture the growing strength-training market.
Gym Floor Trends: Hybrid Training and the Fitness Business — 2026-10-13
Top developments
L Catterton Completes Acquisition of HYROX Majority Stake
A consortium led by private equity firm L Catterton, alongside founders Christian Toetzke and Moritz Fürste, has completed the acquisition of Infront Sports & Media's majority stake in HYROX. This move signals significant investor confidence in the hybrid fitness racing category, which combines running with functional strength stations. The acquisition is expected to accelerate HYROX's global expansion and integration of technology into its race formats, potentially raising the barrier to entry for smaller competitors
ATHX Launches as Direct Competitor to HYROX
New hybrid fitness platform ATHX is entering the market, positioning itself as an alternative to the dominant HYROX brand. The launch comes at a time when the hybrid training category is experiencing its fastest growth rate, with gyms increasingly integrating these race-style workouts into their group classes. Analysts suggest ATHX may differentiate itself through lower entry barriers or distinct programming, aiming to capture the segment of athletes who find HYROX’s current format too specialized or expensive
Fitness First Reports Shift to Female-Dominant Membership
Martin Seibold, CEO of Fitness First, revealed in a recent interview that the chain now sees more women than men in its clubs, a significant reversal from traditional gym demographics. This shift is driven by a focus on community, wellness, and functional strength rather than pure bodybuilding aesthetics. For hybrid trainers, this indicates a growing market for programs that blend aesthetic goals with practical fitness, requiring coaches to adapt their communication and class structures to be more inclusive and less intimidating
HYROX Faces PR Turbulence Amidst Growth
Despite its commercial success, HYROX is navigating public relations challenges, including controversies surrounding athlete conduct and the perceived commercialization of the sport. The Athletic reports that while these incidents have caused turbulence, they have not curbed the organization's ambition or participant growth. Trainers should note that community management and clear behavioral guidelines are becoming critical for studios hosting hybrid competitions to maintain a positive brand association
Local view
In Germany, trade press highlights the strategic pivot of major chains like Fitness First towards a broader demographic appeal, moving away from the "sweaty guys" stereotype to a more inclusive wellness environment. FAZ notes that this demographic shift is a key driver in the changing business model of European gyms, where retention is increasingly tied to community and holistic health rather than just equipment access
Context & numbers
- Planet Fitness Pricing: Planet Fitness plans to raise its Black Card membership price from $24.99 to $29.99/month after the 2026 peak join season, reflecting industry-wide pricing pressure and a shift toward premium amenities
- Industry Revenue: The US gym and health club operation industry revenue has expanded to $47.1 billion in 2026, with a 1.8% uptick this year, driven by greater utilization and subscription transparency
- European Membership: European fitness club membership reached 75.5 million in 2025, with revenues up 9.1% year-over-year, indicating strong growth in the hybrid and functional training sectors
On the radar
- HYROX Vancouver & Dallas: Upcoming HYROX events in Vancouver and Dallas are seeing high registration rates, serving as key indicators for North American adoption of hybrid racing formats
- Xenom Consolidation: Early reports suggest HYROX founders are investing in Xenom, another emerging fitness race platform, raising questions about future consolidation in the functional fitness racing market
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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