Our objectives were to help HYROX – ‘The World Series of Fitness’ scale grow their global events stack via digital registrations. Using any and all digital channels at our disposal, across multiple markets. This included a UK launch, with previous successful events being hosted in the US and DACH markets.
The team at HYROX are a forward-thinking and digitally savvy and their passion for marketing rivals their passion for fitness. The brand has positioned itself as an inclusive functional fitness competition, with competitions for all levels and abilities.
The event consists of eight 1km runs broken up by eight stations with unique challenges. Of which, you can go it alone, pair up with a mate or get it done as a team as part of a relay. Allowing you to match yourself to similar abilities. It’s a high energy, contemporary event that challenges your mental and physical strength. With a strong brand, low price point and team aspect for beginners, this was bound to be a success from the outset.
That dreaded ‘unprecedented’ word. The mass participation and events industry has been hampered in recent years and HYROX did not go unscathed. Fortunately, with some forward planning and keeping an eye on government updates minimal impact was passed on to participants.
Launching HYROX to the UK market. HYROX is established in Europe and the US but prior to this had not previously held an event in the UK. We started from scratch. Three locations were selected for launch; London, Manchester and Birmingham. Attempting to split the country into three sections; the south east, midlands and the north.
The whole world seemingly accelerating their digital transformations and pivoted their marketing budgets to keep up with customers being locked up at home throughout the pandemic. Consequently, this caused CPM’s to hit record high’s across paid social and search.
HYROX has gone mad! This is one of the fastest growing brands we have ever worked with. For an events company to grow at this pace, throughout a pandemic and global recession, has been truly incredible for us to be a part of.
Our content evolved with the times and the brand. It was really interesting to see the changing narrative of how customers went from being fearful through to fed up, frustrated and wanting to get back out there. With well timed ads, our content seemed to resonate well with amateur fitness lovers and hardcore competitors alike.
As a result, HYROX has seen some of the lowest CPA’s we have ever seen, comparative to the CPM increases. The brand is adored and events seem to be enjoyed by all, which has fed hype into following events sequentially. Building a very real viral buzz. There is a strong sense of community around this brand, offline and online.
We expect to see HYROX continue to grow at its rapid pace and expand into new markets in the near future.
