Why HYROX Is the Best Business Opportunity in Fitness Right Now

Is HYROX just a fad? Centr CEO Andrew Sugerman says the data says no: across 100+ HYROX race cities, not one has shrunk. Here's why gym owners can't afford to wait.

Bring the official HYROX competition equipment to your gym with Centr: https://commercial.centr.com/?utm_source=futureoffitness&utm_medium=youtube&utm_campaign=hyrox_authority_series&utm_content=ep01_andrew_sugerman_top

Eric Malzone sits down with Andrew Sugerman, CEO of Centr, the official equipment partner of HYROX, to make the business case for HYROX. HYROX has 1.5 million athletes and more than 100 races across 300+ race days in 2026, and HYROX New York alone grew from about 10,000 athletes to 25,000 to 50,000 in three years. Andrew expects it to be bigger than the New York City Marathon in 2027. He explains why Centr chose to become the infrastructure of the sport instead of just a sponsor, what early-mover gyms are seeing now (from retention flywheels to class waitlists), and what HYROX athletes actually want from a gym. They also get into why waiting on the sidelines is the real risk, how gyms are bringing HYROX in without betting the farm, and the pitch Andrew would give any gym owner on the fence.

0:00 Trend, yes. Fad, no.
1:17 Welcome Andrew Sugerman
2:47 From Disney to Centr
3:39 Why Centr bet on HYROX as infrastructure
6:28 Inside HYROX New York City
8:41 Bigger than the NYC Marathon by 2027?
9:53 Racing HYROX with his son
10:50 What early-mover gyms are seeing now
13:27 The HYROX retention flywheel
14:31 HYROX doubling its US cities
15:41 How Centr helps gyms bring HYROX in
17:31 Layout and build-out planning
18:49 Is HYROX a fad?
22:04 Why waiting on the sidelines is risky
22:27 Lessons from CrossFit's early days
23:43 How gyms have transformed with HYROX
25:38 Elite athletes and HYROX careers
28:05 Why race equipment creates an emotional connection
28:37 You can still be you within HYROX
29:35 The pitch to a gym owner on the fence
31:40 Wrap up

Questions answered in this episode:

• Is HYROX a fad? Andrew says it's a trend, not a fad. Of the more than 100 cities that host HYROX races, zero have shrunk.
• How fast is HYROX growing? HYROX New York grew from about 10,000 athletes to 50,000 in three years, and Andrew expects HYROX to double its US race cities from 10 to 20.
• What do HYROX athletes want from a gym? A like-minded community, a space built for HYROX training, equipment that replicates race day, and programming from coaches who know the sport.
• Do you have to convert your whole gym? No. Centr helps gyms design anything from a single HYROX corner to a full HYROX Training Zone, including layouts and class flow.
• What happens to gyms that get in early? Andrew has seen early movers grow membership steadily over 15 to 18 months, to the point of waitlists for classes.

Andrew Sugerman is the CEO of Centr, the health and fitness company founded by Chris Hemsworth and the official equipment partner of HYROX. Before Centr, he spent 12 years at The Walt Disney Company running global publishing and digital media. He races HYROX himself, completing three events in four months, including one with his son.

This is episode 1 of the HYROX Authority Series, presented by Centr.

Connect with Andrew
Follow Andrew Sugerman, CEO of Centr, on LinkedIn: https://www.linkedin.com/in/andrew-sugerman/
Equip your facility with Centr commercial equipment and the HYROX Training Zone: https://commercial.centr.com/?utm_source=futureoffitness&utm_medium=youtube&utm_campaign=hyrox_authority_series&utm_content=ep01_andrew_sugerman_connect
Shop the Centr x HYROX Official Competition Equipment: https://shop.centr.com/collections/hyrox?utm_source=futureoffitness&utm_medium=youtube&utm_campaign=hyrox_authority_series&utm_content=ep01_andrew_sugerman_shop
Learn more about Centr: https://centr.com/?utm_source=futureoffitness&utm_medium=youtube&utm_campaign=hyrox_authority_series&utm_content=ep01_andrew_sugerman_home

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This Future of Fitness interview with Centr CEO Andrew Sugerman covers HYROX growth, early-mover advantage for gyms, Centr's role as the official HYROX equipment partner, and how operators can bring HYROX into their facilities, with practical takeaways for gym owners on the fence.