HYROX has exploded globally, but how can gym owners turn the rise of fitness racing into actual revenue, stronger retention and new members? Douglas Roos, co-founder of LifeLab in Stockholm, and Cindy Kempton, founder of Life and Soul Health and Fitness Clubs in Australia, share two very different approaches to making HYROX work commercially inside a fitness business. From paid HYROX training programs and simulation events to equipment investment, community building and member upgrades, they reveal what is driving results in their clubs. You'll also hear why fitness racing gives members a new purpose to train, how to make HYROX more inclusive across ages and fitness levels, and why finding passionate HYROX champions inside your gym could be key to making the program stick.
Timestamps
(00:00) Turning HYROX Into Revenue
(03:23) HYROX at LifeLab
(06:44) Pricing the HYROX Experience
(08:02) HYROX as a Lead Generator
(09:36) Building Community Through HYROX
(12:15) Why Fitness Racing Is Growing
(20:15) HYROX at Life & Soul
(24:02) Measuring the ROI of HYROX
(32:12) Finding Your HYROX Champions
(36:02) Engaging Members Over 50
Douglas Roos, LifeLab
Website: https://www.lifelab.se/
LinkedIn: https://www.linkedin.com/in/douglasroos/
Instagram: https://www.instagram.com/doggeroos/
Cindy Kempton, Life and Soul Health and Fitness Clubs
Website: https://lifeandsoul.com.au/
GOTSOUL RETREATS: https://lifeandsoul.com.au/gotsoulretreats
The Yard Gym: https://www.theyardgym.com.au
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About Our Guests
Douglas Roos is co-founder of LifeLab in Stockholm, Sweden, and a lifelong entrepreneur who has founded or been involved with more than 25 companies across media, technology, iGaming, eSports, property and fitness. His entrepreneurial career includes five successful exits and one IPO. A dedicated athlete and HYROX competitor, Douglas has qualified for the HYROX World Championships in each of the past two years. Douglas Roos - PGI LifeLab combines HYROX and hybrid training with strength, conditioning, recovery and open-gym facilities, and Douglas is also behind Hybrid X, a fitness racing competition designed around movements that can be trained in gyms.
Cindy Kempton is the founder of Life and Soul Health and Fitness Clubs and GOTSOUL Retreats. With more than 35 years in health and wellness, Cindy worked internationally before returning to Western Australia and opening the first Life and Soul club in Karratha in 2006. She and her husband Peter have since expanded the business across Australia, introduced F45 franchises and launched The Yard Gym. Life and Soul Cindy is also an active HYROX competitor and the driving force behind Squad 50, a growing community encouraging people over 50 to stay active, connected and purposeful through movement.
