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In business, everyone has an opinion. Founders can easily be influenced by the latest trends, customer conversations, or pressure from investors. But for Christian Toetzke, founder and CEO of global fitness racing trend HYROX, staying true to his original vision has been the key to the company's explosive growth.
“You have to be absolutely convinced about your product and the DNA of a product. And you have to stick to the game plan,” he says.
Toetzke appears on an episode of “One Day with Jon Bier” this week to talk about the power of persistence, the importance of preserving company capital and other lessons he’s learned since launching his brand in 2017.
Stay the course
HYROX is a success in every respect. Participants run one kilometer during the races and then complete a functional training station, which is repeated eight times. In 2024, 260,000 people are expected to participate in 60 global events in 65 countries. Sponsors include Red Bull, Puma and Centr.
Nevertheless, according to Toetzke, he is often asked to tinker with the formula.
“I don’t know how many people have told me in the last five years what we need to do.”
The most common request he gets is to change the workouts, which are always the same and include farmer's carries, rowing, SkiErg, wall balls, burpee long jumps, sandbag lunges and sled pushing and pulling. But Toetzke says he has studied the world's most successful sports – marathons, triathlons, golf, tennis, Olympic sports – and finds that they never change the basic rules of competition.
Sport is built “around principles and rules, history and heritage,” he says.
In addition, due to constant changes in the competition, a comparison of the results of previous competitors is not possible.
“In traditional sports, there are world records, and that is one of the most powerful markers in the world of sport,” he says. “When someone breaks a world record in the 100-meter dash, they are instantly a global superstar.”
Related: How one company turned a medical device into a mass-market phenomenon
To be reliable
By maintaining consistency, Toetzke has built a strong brand identity for HYROX. He wants to make it the “Fitness Marathon” – a gold standard event that stays the same at all locations.
He admits they still have a lot of work to do in this regard. As HYROX expands globally, he personally attends events worldwide to ensure they meet brand standards. “I see a million things they did differently in Melbourne and Mexico City. And we need to change that.”
He wants HYROX to be a consistent, reliable experience for participants worldwide.
“To control the brand that is exploding worldwide, everyone has to follow the same game plan. Everyone has to follow the DNA of the brand. This is a difficult task and not easy to do because as more and more people are involved, everyone has their own idea of how to do it.”
Related: 40 entrepreneurs reveal their secrets to staying focused
Innovations despite limitations
That's not to say that HYROX doesn't embrace innovation. Toetzke says HYROX is constantly trying to evolve and improve without changing the fundamentals of the sport.
He cites the iPhone as an example: Since its launch, there have been 42 different models with different functions, but the basic appearance has remained the same.
In this regard, Hyrox has made significant technological and practical innovations in its equipment. Recently, sensors were introduced so that the counting in the Wallball competition is done digitally, thus relieving the referees of responsibility. Through the partnership with Centr, HYROX's official equipment partner, the competition kettlebells are now designed in a unique “octo” shape, which allows for better weight distribution and handling during the farmer's carry.
Taking financial risks
At a time when many startups are rushing to raise venture capital – often at the cost of significantly diluting their ownership stakes – Toetzke advocates a more measured approach.
“My main advice is: If you really believe in your product, try to hold on to as many shares as possible for as long as possible,” he says. “Don't take the quick buck, take the risk.”
He warns against being the “guy who drives the whole company, who runs all the operations while the investors make all the money but do nothing for the company.”
Related topics: How to finance your company with venture capital
Promote community
Another factor in HYROX's success has been its ability to build a strong, engaged community around the brand. According to Toetzke, 60 to 80 percent of the HYROX community consider fitness to be an integral part of their social life.
“You don't just go to a gym. It's your group of people. It's your community, and that's happening in every gym around the world now.”
Toetzke envisions fitness studios as modern clubhouses, similar to golf clubs, where members build strong social bonds.
“You go to a HYROX event together, where you compete together and represent your gym,” he says. “Suddenly it's emotional, suddenly it's become a community.”
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