Hybrid fitness isn’t just having a moment, but a land grab.

Life Time announced that its in-house competition, LT Games, is expanding beyond Minneapolis for the first time and landing in Frisco, Texas on October 2-3.

It’s still a small footprint but a sign that the LT brand understands hybrid racing is the fastest-growing category in endurance, and everyone wants a piece of what HYROX currently has.

Life Time’s Move Into Dallas

The luxury fitness operator is pairing the LT Games expansion with the opening of its second dedicated Hybrid XT studio, this one inside Life Time Frisco. Hybrid XT is Life Time’s coach-led training format that blends endurance work, think treadmills, rowers, SkiErgs, with strength stations built around barbells, dumbbells, sleds, and bodyweight movement.

Think of it as the on-ramp to funneling members straight into race day buy-ins.

The Dallas event will cap at 144 athletes, with a $25,000 prize purse split between top male and female finishers. Registration opens July 14 for Life Time members ($249) and July 16 for everyone else ($299). It’s the third LT Games competition overall, with the format debuting in Minneapolis in October 2025 and returned there again this past April, pulling in hybrid standouts like Lauren Weeks and Dylan Scott along the way.

LT Games race director Wes Robertson calls the expansion a response to demand, not a leap of faith and Life Time has already seen strong turnout and athlete interest at its two Target Center events. With nearly 30 athletic events already under the Life Time umbrella across running, cycling (The Grand Prix series), and endurance formats, LT Games is the company’s bet that hybrid racing belongs in that same lineup.

Life Time isn’t alone in circling North Texas, either. Just last weekend, Xenom held its own inaugural competition in the same Frisco market, drawing close to 400 athletes and handing out $75,000 in prize money. Backed by $15 million in venture funding tied to Jeffrey Katzenberg’s Wndr, Xenom is positioning itself as more of a “decathlon of fitness.”

It is aimed at the CrossFit-adjacent crowd rather than the everyday gym member.

Why Everyone’s Chasing HYROX

None of this expansion happens without HYROX rewriting what’s possible for a fitness competition.

The Hamburg founded race of eight 1-kilometer runs broken up by functional stations like sled pushes, rowing, and wall balls has gone from a niche gym challenge to arguably the fastest-growing participation sport on the planet, and the numbers back it up.

HYROX’s first event in 2018 drew about 650 people. For the 2025-26 season, the company is projecting somewhere between 1.3 and 1.5 million participants across well over 100 events in more than 30 countries, with some estimates for the calendar year pushing north of 2.5 million athletes worldwide.

Co-founder and chief growth officer Douglas Gremmen has pointed out that HYROX’s yearly participation now outpaces every major marathon on earth combined. Again. HYROX has done all of this in 8 years.

The financials are just as staggering. According to the research we pulled, HYROX brought in an estimated $130-140 million in revenue in 2025 and is on pace for somewhere between $220-270 million in 2026, riding multiple straight years of 90-100% year-over-year growth.

That trajectory has reportedly put HYROX in exclusive talks with L Catterton — the LVMH-backed private equity firm behind Peloton and Solidcore — for a stake that could value the company anywhere from $700 million to $1 billion. Roughly 90% of that revenue comes straight from race entries and event tickets, with sponsorship (Puma, Red Bull) and a growing affiliate network of more than 15,000 partner gyms rounding out the model.

It’s a business built almost entirely on word of mouth. Roughly 70% of HYROX participants each year are first-timers, and the brand has famously spent next to nothing on traditional marketing; instead leaning on athletes posting their own results, times, and finish-line photos.

Just absolutely insane numbers and exactly why Life Time and Xenom are both circling the same Texas market within weeks of each other.

Our Takeaway

Life Time tries to be a lot of things for many people but they have a built-in advantage here; existing clubs, an existing membership base, and now a training format (Hybrid XT) that purpose built to funnel members toward race day, and spending another $249 before they even lift a weight. Whether they have the patience to build or if that’s enough to carve out real market share in a category HYROX effectively invented is the scenario we’ll keep an eye out the next 12 months.

What’s clear is, “hybrid racing” has officially outgrown trend status and its here to stay. When luxury private equity is circling a $1 billion valuation for a sled-push race, and the biggest gym chain in the country is opening dedicated studios to build its own competitor and competitions, this isn’t a niche sport anymore. It’s becoming the next mass-participation sport, and the race for market share is here.