Sporty, sporty: In just seven years, Hyrox has risen from nothing to become the world's fastest-growing sport. What started as a marketing concept at a desk in Hamburg in 2017 is now practiced by millions of athletes around the world. 8,000 gyms in 100 countries have purchased Hyrox licenses, and Hyrox races are hopelessly overbooked.
How do you position a product that no one knows or needs on the global market? How do you turn a no-name into a multi-million-dollar brand?
We discuss this in this podcast episode with Moritz Fürste, the field hockey world champion, former Kempertrautmann employee, and current Chief Marketing Officer of Hyrox. Moritz also explains to us that Hyrox is now plagued by a "luxury problem" that many brands dream of: it is falling behind in training and can no longer keep up with the booming demand.