How Hyrox is Becoming the Fastest-Growing Sport in a $6.73Bn Market

We are joined by Moritz Fuerste, Olympic Gold Medalist & Co-founder of Hyrox in this episode. Hyrox has carved out a new niche in sports termed "fitness racing," blending running with functional fitness to create a unique competitive platform for fitness enthusiasts. It is experiencing explosive growth in cities worldwide, with participation skyrocketing to over 210,000 athletes across 30 cities in the 2023/24 season and events selling out rapidly. He discusses the the strategic growth model of Hyrox and how it's establishing itself within the bustling fitness market, without running any paid media! Moritz shares valuable insights into three key areas: 1- The creation of a new sport category, 2 - The power of community-driven marketing, and 3 - The tactical use of earned media to enhance brand visibility and engagement. Moritz's journey with Hyrox offers a compelling look at building a brand from the ground up through community engagement and building strategic partnerships with your vendors. Whether you're a fitness enthusiast or a marketing lead, there's a wealth of actionable advice and thought-provoking strategies in this episode.

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Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers? Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers. Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.