Extreme fitness challenges are replacing traditional flexes.
Some things are unattainable without putting in graft. Endurance challenges are one such thing. You can hire coaches, nutritionists, specialist trainers, mobility experts et al to hone in and sharpen skills, but you’re the one who has to cross the finish line.
This could explain why, in recent years, some races have become status symbols in their own right. Hyrox especially has exploded onto the scene— with revenue reaching $140m in 2025, and a 1,000 percent increase in participation over the last five years, according to SBO Financial. There are claims that it will have more participants than all marathons combined in 2026, reaching over 650,000 competing athletes.
For the uninitiated, Hyrox is a lot of running mixed in with workout stations (wall balls, sled pull and push, burpee broad jumps, farmers carry, and walking lunges). In between each station, participants run 1km. This is repeated eight times. The format of the race stays the same in every location, the only differing factor is the weights based on each division. It’s largely accessible, perhaps even more so than, say, a half marathon due to the running distance, or a Crossfit competition that usually involves more skill. The result is that the point of entry is wide open.
“I think one of the biggest reasons it’s growing so quickly is because the training style suits everyday athletes,” notes Faisal Abdalla, global Hyrox MC and trainer to some famous faces. “It’s challenging, accessible, and inclusive, whether you’re an experienced athlete or just getting started.”
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Whatever you make of the sport (Hyrox is rumored to stand for ‘Hybrid Rockstar’; make of that what you will), its popularity is undeniable. It’s considered a more high-end event due to the entry fee and travel, plus all the gear (Puma’s Hyrox-specific trainers are around $300). The longevity of it is yet to be seen, but for now, it’s well and truly in the spotlight — and that’s if you even manage to get a ticket. The Tampa Hyrox, which will be held on Oct 23-25, sold out in under three minutes.
Some of the more extreme ultramarathons, such as the Ice Ultra in Swedish Lapland (230km across the Arctic Circle), carry a similar social currency. Competitors need not only the financial means to take part (the North Pole marathon has a price tag of around $25,000), but also the physical and mental resilience to endure them. The ‘Marathon Grand Slam Club,’ owned and managed by Runbuk, is a truly exclusive club — supposedly only one member for every 50 million people. To join, members must complete a marathon on all seven continents. And no, the South Shetland Islands do not count — hopefuls will have to have run on Antarctica proper. As of February this year, there are only 192 members of the club worldwide.
Finishing these events comes with the sense of pride and accomplishment from completing a strenuous, hard-to-access race — but also undeniable bragging rights. Which explains why many people are shifting away from traditional races and toward more immersive, status-driven challenges. Oliver Wang, CEO and founder of Runbuk, explains: «People who are drawn to these challenges are already highly successful in their own fields. What makes these experiences powerful is that they place participants back into situations where not everything is under control, pushing them to adapt, stay mentally strong, and step outside their comfort zone again.»
Preparation is key, of course. And undertaking the more extreme end of the race spectrum requires effort, dedication, and a rock-solid training regime. At London’s 45 Park Lane hotel, the private training team have shifted the formulation of training programs to better suit these events, using VO2 Max testing, functional strength assessments with dynamometers and force plates to guide training blocks.
When a race includes challenging terrain and altitude, training — and the experience itself — goes beyond fitness. «Alongside race logistics and expedition operations, we have experienced coaches, endurance athletes, and alumni runners who help participants prepare physically and mentally,» says Wang. «More importantly, we have built a strong global community where runners share advice, experiences and personal growth from previous adventures. We see genuine humanity and camaraderie before, during, and after every adventure.”
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