Should you affiliate with HYROX?

Hey Gym World,

HYROX is booming. Races are selling out, and new affiliates are joining every month.

But is it really worth it for gym owners?

We brought back Conor Oakley from Forged Fitness (formerly CrossFit Hintonburg) to find out. In just six months of affiliating, 100 members signed up for a race, peak classes topped 40 people, and his HYROX-style competitions generate more than $500 an hour.

Mateo caught up with him to get the inside story on how HYROX has transformed his business and why it could be worth considering for your gym. Watch the full conversation below or read on for the highlights.

Why He Affiliated with HYROX

Conor ran a CrossFit affiliate for nearly 10 years. While the gym was doing well and generating leads, he noticed that prospects were intimidated by the CrossFit name. That alone was keeping many potential members from joining.

Around the same time, HYROX was growing in popularity, and no other gyms were offering it. Conor tried a few races himself and quickly realized how simple, accessible, and fun it really is. He also saw how it could attract a completely different crowd, including runners, everyday gym-goers, and people who might never have tried CrossFit.

The more he looked into it, the more the model made sense for gym owners:

• Less intimidating. No barbells or complicated lifts.

• Low barrier to entry. Anyone can join, making it a natural way to bring in new members.

• Easy to coach. You don’t need weeks of technique training.

• Clear and predictable. Participants know what to expect.

• Easy to modify. Workouts can be scaled for different fitness levels.

• Fun and engaging. Every race is different and exciting.

Seeing the opportunity, Conor rebranded to Forged Fitness Hintonburg and became the first HYROX affiliate in Ottawa. In just six months, 100 members signed up for a race—and 150 took part in the next one.

How He Runs and Grows the Program

Getting new members to try something different can be tough. HYROX has helped Conor grow classes, retain members, and stand out from the competition.

Here’s how he makes it work at Forged Fitness 👇

Managing Classes and Staff

Conor keeps HYROX accessible and consistent, running a minimum of one HYROX class every day alongside several functional fitness classes. The OnRamp is straightforward for his existing staff because the program is simple to coach and integrates easily with what they already know.

A typical CrossFit class at Forged Fitness might top out at 18 people because of all the equipment and the space required. In contrast, HYROX classes regularly hold over 40 participants on busy Saturdays, making it easier to train more members at once without feeling crowded.

Engaging Members

Introducing something new in a gym can be tricky. Members might worry that HYROX won’t be challenging, that it will disrupt their usual training, or that it’s just a gimmick.

Conor addressed these concerns by positioning HYROX as a way to recover while training differently and leading by example. By training alongside his members, he showed that HYROX is both fun and effective, complementing their regular routines rather than replacing them.

The program also drives long-term retention. Small “hiccups” during races, like missing a personal best by a few minutes, motivate members to come back and train harder for the next one. The flexibility to compete solo, with a partner, or in a group gives everyone a way to stay engaged and challenged.

Getting People In the Door

Conor uses trial passes, bring-a-friend days, and targeted promotions to let people experience HYROX without commitment. He also created the Ottawa Fitness League, a series of HYROX-style competitions between gyms, which helps him reach a competitive and motivated crowd.

When it comes to marketing, Conor focuses on value over price. He’s the first HYROX affiliate in Ottawa and emphasizes authenticity, constantly upgrading equipment, showcasing busy classes, and showing that this isn’t just a trend. Paid ads and social content highlight the energy and atmosphere of the gym, letting potential members see what they would be joining.

Using Hype and Social Proof

Growth at Forged Fitness is built on credibility:

• Multiple HYROX classes are on the schedule each week

• Over 100 members participate in races

• Experienced coaching reinforces authenticity

Conor’s approach is different from gyms that follow trends without experience or expertise. He draws on years of competitive training and hands-on coaching to create a HYROX program that is both fun and effective. It’s proven, authentic, and designed to deliver results, setting Forged Fitness apart from gyms that chase trends and giving members confidence that HYROX is worth joining.

Is It Worth It? Any Regrets?

For Conor, affiliating with HYROX has been one of the best decisions he’s made as a gym owner. It expanded his audience, gave members a new reason to train, and built momentum that carried through every part of his business.

Still, he didn’t go in blind. Before coaching a single class, Conor signed up for a HYROX race himself. He knew that if he wanted members to buy in, he had to understand the experience firsthand. So, two months before the race, he invited members to train with him as a chance to try something new.

That invitation sparked curiosity. Members saw the value in the training, and when Conor returned from the race, they were ready to commit. He launched a three-month training block leading up to the next event, and within six months, 100 members signed up to compete. The following year, that number grew to 150.

How Gym Owners Can Incorporate HYROX

For gym owners, HYROX offers a way to add variety, engage members, and reach a wider audience. Conor’s experience shows these practical ways to get started:

• Experience it yourself. Competing in a HYROX race gives you a firsthand understanding, builds credibility, and makes coaching easier.

• Integrate with existing programming. Schedule at least one HYROX class per day alongside other classes. The program is simple to coach, so existing staff can run it confidently.

• Engage members in different ways. Offer solo, partner, or group options and position HYROX as complementary training rather than a replacement.

• Use events strategically. Competitions like the Ottawa Fitness League can motivate members, create a sense of community, and generate revenue.

• Emphasize value. Focus on the experience and results you provide rather than competing on price. Authenticity and consistency help build trust.

With careful planning, HYROX can complement your existing classes, help retain members, and expand your gym’s reach in the local fitness community.

Hope this helps,

j

P.S. For more actionable insights and interviews with gym owners, check out our YouTube channel or listen on any podcast app.