How HYROX Is Helping Gyms Grow Revenue, Retention & Memberships with Andrew Sugerman (S6 E1)

Hyrox isn't just a race—it's a global fitness movement transforming gyms into performance hubs. Andrew Sugerman, CEO of Centre and official equipment partner of Hyrox, reveals how the sport has turned gym members into athletes by giving them a shared purpose: training for and competing in a measurable, data-driven event. With over 1.3 million participants expected in 2026 across 100 events, Hyrox has created a self-sustaining flywheel: people train for races, which drives retention, acquisition, and revenue. Gyms that become official Hyrox Training Centers gain access to a built-in audience, with 95% of first-time racers signing up for their next event. The model works at any scale—from boutique studios to big-box clubs—by offering a race-ready environment with branded equipment, programming, and community. Sugerman emphasizes that the key to success is experience: operators must attend a Hyrox event to feel the energy, then compete to understand the addictiveness. The result? A gym that’s no longer just a workout space but a training ground for a sport that’s growing faster than most traditional fitness trends. The commercial opportunity is clear: Hyrox turns fitness into a sport with measurable progress, community, and competition. Operators who embrace this shift unlock retention through goal-oriented training, acquisition via discoverability in Hyrox’s global network, and new revenue streams through simulation events and specialized programming.