Endurance athletes

And just take the popularity of Hyrox, an indoor race format that began in Germany in 2017, with events now taking place around the world. The races see participants run one kilometer, followed by a functional workout station, repeated eight times. It’s a format that has many gen Zs “obsessed” the BBC reports, with one participant noting she has competed in 20 Hyrox races across 12 countries, spending up to £2000, or $2,666, on the trips. Another devotee described the sport as an “addiction,” adding "because the course is the same [for each event] it creates this…competition with yourself.” This dedication to pushing fitness goals chimes with VML Intelligence’s "Future 100: 2026" findings that 89% of people globally say “people should take more responsibility for their own health.”

And reporting on a Hyrox event held amidst the “neon lights and pulsating house music” at Las Vegas’ Mandalay Bay convention center, The Wall Street Journal called the event “the exercise challenge all the fittest people you know are signing up for.” The publication notes that Hyrox is set to hold 135 events in 43 countries in 2026 and draws an average of 15,000 participants per competition. Hotels are teaming with the brand, too, with Hyatt, as Hyrox’s official Asia Pacific regional hotel partner, offering “wellness-focused stays designed to support athletes and guests throughout their race journey.”