The multi-year agreement aims to integrate the global fitness race into Virgin Active's national club network, with all 128 clubs becoming official HYROX-affiliated training clubs, says the company.

HYROX is a global indoor fitness race format that combines functional training and endurance across a standardised course, aimed at allowing participants of all fitness levels to compete in the same race structure worldwide. Founded in Germany in 2017, the race has grown rapidly into large mass-participation fitness competitions, adds the company.

Today, it hosts over 90 events annually across 34 countries, and attracts over 300 000 participants globally each year. Its global affiliate model includes close to 9 000 approved HYROX-affiliated training clubs worldwide and a stated ambition to double that number over the next few years. Virgin Active's footprint aims to position it as a meaningful contributor to this next phase of global growth, says the company.

South Africa has emerged as one of HYROX's fastest-growing markets. Since the first local event in September 2024, participation and spectator numbers have more than doubled, with events expanding from one-day formats to two-day weekends. The next development will see South Africa host its first-ever three-day HYROX event in April, adds the company.

"HYROX aligns with how we think about exercise and training today," says Dean Kowarski, Group Chief Executive Officer of Virgin Active. "Members set a goal, become part of a community, train with intent, participate in an event, recover properly and then repeat that cycle. It's not only for elites — it offers multiple categories and attracts athletes from across the spectrum"

"Training for the event aligns with what we offer in our clubs. This makes it easy for our clubs and personal trainers to build HYROX-focused programmes. HYROX is a social goal event, not just a once-off race, and Virgin Active is uniquely positioned to support every stage of that journey, at scale," adds Kowarski.

"We are excited to welcome Virgin Active to the HYROX South Africa family," says Mlondi Mashinini, Managing Director of HYROX South Africa. "HYROX has grown globally because of a strong, committed community that loves to train and compete together. Virgin Active shares that DNA. As our official training and exercise partner, they'll help more people train better, race stronger and feel connected to the sport as it continues to grow across South Africa."

This journey will be supported through Virgin Active's existing and club environments, including structured strength and conditioning programming aligned to HYROX movement standards, access to functional training spaces and equipment and recovery-focused facilities such as stretching zones, mobility work and recovery-led programming. Coaching education will be rolled out nationally to ensure safe progression and consistent standards across clubs, adds the company.

With the partnership announcement comes the countdown to the country's first three-day race in Cape Town in April. Virgin Active will play a role across at the event by aiming to support athlete preparation, on-site and in-club recovery and community engagement, says the company.

Virgin Active Club members can benefit from exclusive access and advantages at the event, including HYROX-aligned training pathways, HYROX-accredited coaches, priority access to race entries, express lanes, simulation events, physical fitness testing and dedicated community support at race venues. Training environments and programmes inspired by HYROX will be progressively introduced across Virgin Active clubs, adds the company.

For Virgin Active, the collaboration also represents a strategic growth lever. The South African business is part of a global network of more than 230 Virgin Active clubs across nine countries and four continents. The partnership gives HYROX access to a large South African fitness community, while Virgin Active gains a performance-led platform to drive engagement, retention and personal training demand, says the company.

"We want to meet members where they are and give them something meaningful to train towards," says Kowarski. "Whether someone is new to structured training or returning for their fifth race, the objective comes down to consistency, progression, enjoyment and proper recovery."

Over the next two years, Virgin Active and HYROX will roll out an integrated programme, training experiences and content, with the goal of affiliating Virgin Active clubs across the globe and establishing a scalable blueprint for future performance-led partnerships, concludes the company.

For more information, visit www.virginactive.co.za. You can also follow Virgin Active on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of contributor