Anytime Fitness teams up with Hyrox to add competitive training layers

The real question for Barcelona and the wider Iberian market is whether Hyrox can turn a gym floor into a retention tool by giving everyday members a competitive target that sits below CrossFit-style intensity. Anytime Fitness clearly thinks so. The chain has signed a global agreement with HYROX and will use it to add a more structured, performance-driven layer to its clubs, starting with its corporate sites in Iberia.

In Spain, the first rollout is already live in Anytime Fitness’s corporate clubs, where two formats are being commercialized: Hyrox Coaching and Hyrox Training. Coaching is aimed at members preparing for a race or another performance goal, while Training is designed to let ordinary members try the discipline without committing to a full competitive pathway. That split matters. It gives operators a way to serve the serious runner or hybrid athlete in the morning and the curious member who just wants a clearer benchmark after work.

HYROX is built for that kind of conversion. Its standard race format combines eight 1-kilometer runs with eight functional workout stations, a structure that makes effort visible and progress easy to measure. HYROX said it held more than 80 global races in 2025, drawing more than 550,000 athletes and 350,000 spectators. For clubs trying to justify coaching as more than a premium upsell, those numbers give the brand instant gravity.

Anytime Fitness is leaning hard into the measurement side of the deal. The partnership fits its Smart Coaching Ecosystem, which is built around planning, technology and proximity rather than simple floor access. Evolt will be used to track body composition, while Myzone will monitor heart rate and effort so members can see whether the work is actually moving the needle. That is the part gym operators care about now. If members can see proof, they stay longer.

Manel Rion, who is responsible for Anytime Fitness Iberia’s corporate clubs, said the alliance adds challenge, method and motivation in a way that fits the chain’s coaching model. That is the right language for a market like Barcelona, where performance-minded urban professionals compare gyms on coaching quality and community as much as on price. Anytime Fitness says it is the world’s largest fitness franchise, with more than 5,700 clubs in more than 30 countries, and its Spain site also cites more than 3,600 clubs in more than 25 countries globally in another section, underscoring the scale behind the push.

HYROX also brings a ready-made ecosystem. Official Training Clubs get access to the HYROX Performance Hub, which provides programming tools, class tutorials and marketing materials, making the partnership more useful than a logo swap. HYROX Spain’s event calendar already lists races in Málaga, Barcelona, Tenerife and Valencia across the 2025/26 and 2026/27 seasons, so the sport already has a local runway. For clubs that want to sell purpose, not just access, that is the whole game now.