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Athletech News reports that gym owners are using HYROX, DEKA and Deadly Dozen affiliations to offer hybrid-racing programs and host events. Owners cited membership gains and event revenue, but the figures are individual examples, not guarantees; costs and revenue-sharing terms differ by affiliation.
Athletech News has profiled three race affiliations—HYROX Training Club, DEKA and Deadly Dozen—as options for gyms seeking to build programs around hybrid fitness competitions. The report cites gym owners who say the affiliations have brought in participants, new members and event income, while the business terms and reported results differ across programs.
The three programs offer different routes into the market. The report says HYROX Training Club costs $130 to $150 a month. DEKA affiliation costs $159 a month, and gyms share event revenue with DEKA. Deadly Dozen costs $150 a month; affiliated gyms keep all registration fees, according to the report.
DEKA’s race format uses 10 functional fitness stations, with variations that include no running or shorter running intervals. Deadly Dozen’s flagship Track Race has 12 stations and a 400-meter run before each. Its other formats include rowing, strength and erg events. The report says DEKA has 600 affiliates worldwide and Deadly Dozen has 160.
Individual gym examples illustrate possible outcomes, not typical or guaranteed returns. At Bodify Functional Fitness in Laredo, Texas, owner Pete Saenz reported $12,000 in profit from a DEKA event with 372 participants. The report also describes a DEKA simulation at 8th Day Gym that generated $7,000 to $9,000, and a Catalyst Gym camp that grossed $30,000. Those examples have different formats and financial measures, and the source does not provide comparable operating costs.
How Race Events Can Support Gyms
For gym operators, the affiliations offer more than a branded workout: they can create a reason for members to train toward a scheduled event and a way to reach people who are drawn to competition. Saenz told Athletech News that each race he hosts brings at least a few new membership joins. He also said events help retain members during the fall and early winter, a period when his gym previously saw drop-offs.
The business case depends on more than entry fees. Monthly affiliation costs, revenue-sharing rules, staffing, venue capacity and local demand all affect whether an event pays off. The report provides encouraging examples from individual operators, but it does not establish average profits or show how many gyms recoup their costs. Owners considering a program would need to compare the specific contract and event expenses against their own audience and resources.
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Three Programs, Different Race Models
The report frames the affiliations against rising interest in hybrid racing, where participants combine running with functional fitness stations. It says more than two million people are expected to participate in HYROX races this year, though the supplied material does not identify the year tied to that forecast. It also points to smaller events: The Hybrid Games drew more than 3,000 participants at a two-day Glasgow event in October, while DEKA FIT events often attract more than 2,000 participants, according to the report.
HYROX Training Club is presented as the most direct way for gyms to offer HYROX-oriented training. DEKA, owned by Spartan, runs large events and lets affiliates host formats such as DEKA STRONG and DEKA MILE. Deadly Dozen, founded in 2024, uses a similar local-event model; the report says it has expanded to 35 countries. These figures describe the source’s reporting and should not be read as independently verified market totals.
“It keeps them here.”
— Pete Saenz, as quoted by Athletech News
Returns Depend on Local Conditions
The report does not provide independent data showing how common the cited revenue or membership gains are, nor does it compare profits across gyms. It also does not detail event expenses such as staffing, equipment, insurance, venue needs or marketing. The examples should be treated as operator-reported outcomes, not projections for a typical affiliate.
Some details are time-sensitive or incomplete in the supplied report. The year for the forecast of more than two million HYROX participants is unspecified, and the material does not give a publication date. It is also unclear whether affiliation fees or program terms have changed since publication. Deadly Dozen founder Jason Curtis’s expectation of reaching 100 countries by 2028 is a stated goal, not a confirmed outcome.
What Gym Owners Should Compare
The report identifies no upcoming policy change or scheduled industry announcement. For gym owners, the next step is to verify current affiliation fees, contract requirements and revenue-sharing arrangements directly with each organization. They can then estimate attendance using their own membership and local competition, and account for event costs before treating reported profits as a benchmark.
Future participation figures, affiliate counts and event results would help show whether hybrid racing continues to expand and how consistently that growth translates into gym business. Until comparable data is available, the reported cases offer examples of what some operators have achieved, rather than a forecast of what a new affiliate can expect.
Key Questions
Which three affiliations does the report discuss?
It covers HYROX Training Club, DEKA and Deadly Dozen, which provide ways for gyms to offer race-related training or host events.
How much do the affiliations cost?
The report lists HYROX Training Club at $130 to $150 per month, DEKA at $159 per month and Deadly Dozen at $150 per month. Confirm current prices and terms with the organizations, as the report’s date is not supplied.
Do the reported event profits show what a typical gym will earn?
No. The amounts are examples reported by individual gym owners. The source does not provide typical results, comparable costs or a guarantee of earnings.
How do DEKA and Deadly Dozen differ in event revenue?
According to the report, DEKA and its gym affiliates share revenue from events, while Deadly Dozen affiliates keep 100 percent of registration fees. Other expenses may still affect a gym’s profit.
Source: athletechnews.com
