For HYROX, growth has come quickly, but not by accident. What started as a relatively compact event has steadily expanded into something much bigger, with London now playing a key role in its international story.

That growth is most visible at Olympia, where HYROX returned in 2026 for its largest event to date. Across nine days, more than 54,000 athletes and spectators came through the doors, including 28,496 competitors and over 25,000 spectators. It is a sizeable jump, and one that reflects both the popularity of the format and the way the event has evolved alongside the venue.

“Olympia is one of the most iconic venues in the world, and our growth here has mirrored the growth of HYROX,” says Christian Toetzke, owner of HYROX. “When we first started, we used only the Grand Hall. Now, we are hiring the entire venue for nine days, supporting a wide range of activities.”

GROWING INTO THE SPACE

The shift from a single hall to a full-site takeover has not happened overnight. Over four years, HYROX has gradually expanded its footprint, moving into the Grand, National and West Halls, across both ground and upper levels, and reshaping the venue in the process.

The 2026 edition marked another step forward, with the introduction of the Week of Fitness, the UK debut of HYROX Youngstars and the EMEA Regional Championships. Each brought a slightly different audience, from elite international athletes to younger participants and newcomers, but all sat comfortably within the same overall event.

Making that possible required close collaboration with the Olympia Events team. The venue’s layout enabled additional halls to be integrated, while careful planning ensured smooth flow and clearly defined event zones. The result was a larger, more ambitious experience that remained intuitive to navigate, with attendance rising by 54 per cent year on year and tickets selling out within just two days.

MAKING A LONGER FORMAT WORK

Extending the event beyond its usual weekend format was another key shift. Running over nine consecutive days allowed HYROX to increase capacity and reach more people, while also easing pressure on peak times.

On average, more than 3,200 visitors attended each day, which meant the experience could remain manageable for both athletes and spectators. The addition of Youngstars, hosted in the West Hall Upper, introduced a new audience and was supported by a dedicated entrance to keep things moving smoothly.

HYROX: LOOKING AHEAD

With Olympia’s £1.3bn redevelopment nearing completion, attention is already turning to what comes next. New spaces, including the International Convention Centre, will open up further opportunities to expand the event and introduce additional formats.

Plans are already in place for 2027, including a HYROX Coaches Summit and greater use of the venue’s wider offer, from hotels to restaurants and hospitality spaces. The aim is not just to grow the event in size, but to build out the overall experience.

“We plan to keep building on this,” says Toetzke. “Next year, we will use the ICC for our Coaches Summit, introduce more food and beverage concepts, and take full advantage of the new facilities. Our ambition is to take over the hotels and truly make Olympia the home of HYROX. That is our long-term vision.”