HYROX

Which PureGym, um, David Lloyd, and other chains and stuff.

Um, and then we do quite a bit in universities, um, independent gyms, HYROX and stuff, 'cause yeah, we wouldn't be able to have scaled a business just doing sports teams-

Yeah

... because, um, but most of them, they, they're paying us, you know, not at full price.

But, um, yeah, it's, uh, been fun.

Yeah.

So ta- talk to me about the changes in the, the industry over the years, 'cause I see you're kitting out HYROX, for example, now.

I know that you're, you're, um, you've g- you've got designs on being a, a top HYROX athlete, let's just say.

This works.

Hyrox sells for 600 million euros.

And the founders keep 51%.

Hyrox, the workout thing that makes you mad at everybody on your... on your Instagram feed.

If you've done a high rocks race, you know the pain.

If you haven't, picture a gym class designed by someone who hates you running and then slides and then wall balls and repeat until your soul leaves your body.

But you did that.

You've been doing HYROX.

Yes.

And then, I mean, for someone who is really wary about doing the wrong thing, you've been doing those daft Tough Mudders.

Mm

... been a HYROX coaching overnight success 18 years in the making.

Welcome, Chris.

Mm.

I, I mean, good health.

Like, I don't see the point of not working very, very hard.

I think there's an opportunity, obviously, in HYROX, and it's not as if I'm, I'm driven by money, but I do see the opportunity to do something pretty special, so why not work 80 hours a week? Like, if I, if I get five years down the road and I went, "Oh, I just like, I just sort of like dialed it in and did 40-hour weeks and, and left all this opportunity," again, it's not, it's not about the money, but if, if you can, if you can work 80 to 100 hours a week, why not do it while you still can? And, um, I had, I, I, I had this conversation with a client who's sort of pretty high achieving.

She said it's not about, you know, this work-life balancing is kind of bullshit.

Yeah.

I do, um, the, the gym I'm at now is like a HYROX gym.

Do you know much about HYROX?

I just know it's-- I kinda like, it's like a, a lower level, um, what's the word I wanna look for? Like, it's like a version of cross...

It's a more accessible CrossFit maybe.

Um, the events are, are more structured than, not, not that CrossFit's not structured, but you could kinda get random events on the day.

Um, it's very much like they'll tell you exactly what's going on and, um, the levels of everything.

Um, but the, the gym I'm at now is a HYROX, um, not affiliated, but they do a lot of that sort of stuff.

He said, I'm selling my body.

On September 19th, I'm competing in my first Hyrox race.

I don't even know what that is.

You're going to have to explain it.

You can advertise your startup on 10 of my muscles.

What is Hyrox, first of all? Do you know what

this is? Hyrox is like the new form of CrossFit.

It's like people go into like a, an arena and like compete in these like, uh, uh, multiple events, but like you do it by yourself and you can do it with a partner.

sport business global sports intelligence hello and welcome to the sport business podcast i'm john rest chief correspondent of sport business and with me as always martin ross editor-in-chief of sport business news This week, we are going to go a little bit finance crazy.

We've got Hyrox sold, Castore potentially for sale, and Liv entering bankruptcy finally.

We'll have the latest on the creditors.

Then we will go inside the deal with Ben Cronin.

Tell us what's happened.

Yeah, so I suppose...

The broad details first before we go deep into the why and what it means and where Hyrox and Infront could be going.

Infront sold its 60%, so it's got 60% shareholding in Hyrox, to a consortium led by L. Catterton.

mutation.

Hyrox, mutation.

Little leaner, right? And now the retention skill mutation into pretty soon your final form, I think.

Well, we