42,000 tickets for one New York event. 15,000 gym affiliates. $0 spent on influencers. HYROX CGO Douglas Gremmen joins Kyriakos, CEO of Terra API , at the Connected Health Summit in Stanford to talk through what actually drove that — and what didn't work.

The US was their first market outside Germany and their hardest. Three years of losses. A single Lance Armstrong weekend changed the momentum — not because they paid him, but because he just turned up. The gym affiliate program started as inbounds with no structure; it's now the foundation of a bet to reach 100 million people. The CrossFit comparison gets a real answer, not a PR one.

But the most interesting parts are the early decisions: rejecting the $2 race t-shirt, the photo package that created the organic flywheel, and a simple principle — invest in the event experience and don't run paid marketing.

00:00 Welcome to Stanford

01:46 Running HYROX at a Conference & the "Bubble" Moment

03:48 The Sweaty Barrier to Participation Problem

05:44 Douglas's Backstory: Sports Marketing & How HYROX Was Born

08:59 From First Event in Hamburg to Leading Global Expansion

10:29 Early Growth: The Van, T-Shirts, Red Bull & the Photo Flywheel

12:36 Global Expansion: Japan, Brazil, India & Getting on the Calendar

14:56 Why the US Was the Hardest Market to Crack

17:28 Losing Money in America — Keeping Belief When the P&L Doesn't Work

19:09 The Lance Armstrong New York Bet: $1M & 30M Impressions

20:27 Influencers at HYROX: Always Organic, Never Paid

21:52 Scaling to 42,000 Tickets: 9 Days of Racing Bigger Than NYC Marathon

23:45 Building Operations: Christian Tutske's Eye for Detail

25:39 Why Athletes Keep Coming Back: Community & Identity

28:00 HYROX 365: From Events Company to 15,000-Gym Affiliate Business

30:54 Accelerating Gym Growth: Big Box Operators & Chicken-and-Egg Dynamics

34:27 HYROX as a Gym Retention Play: Coach Education & Member Stickiness

36:49 Fragmented Gym Tech & the Data Opportunity

38:23 HYROX vs. CrossFit: Honest Comparison & 1,500 Shared Affiliates

43:10 The Pickleball Analogy: Low Barrier + Social + Price = Rocket Ship

46:49 The Path to 100 Million People: Events, Gyms & Knowing Who Trains

49:50 HYROX x Puma: Building a Fashion Brand & the First Dedicated Shoe

54:14 Contrarian Take on the Future of Fitness: Back to Fundamentals

56:35 Physical Events vs. Social Media: Why Credibility Is Harder to Fake

59:11 Post-COVID Perfect Storm & Tickets Selling Out as the New Challenge

01:01:09 Where Will HYROX Be in 5 Years? Formula One, Olympics 2032 & 100M People