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Could your business learn from Hyrox? Join the discussion. HYROX is a global indoor fitness race combining running and functional workouts - designed for everyday people, not just elite athletes. In just a few years it’s exploded from a niche event into a mass-participation movement. The recent London HYROX at ExCeL drew 40,000+ competitors and thousands more spectators, with events now running across 50+ cities worldwide. John & James attended as spectators to understand why it’s growing so fast and what business leaders can learn from it. We’ll unpack the business lessons behind the phenomenon: • How HYROX builds powerful community and identity • Clear goal-setting that keeps people coming back • Tribal instincts—belonging, status, shared suffering • The love and backlash (and why both fuel growth) • What HYROX signals about the future: a return to real human connection in an AI-saturated world Not a fitness talk. A live breakdown of modern growth, culture, and meaning - from the arena to business.