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In the business world, everyone has an opinion. It’s easy for founders to get swayed by the latest trends, customer buzz, and investor pressure. But for Christian Toetzke, founder and CEO of global fitness racing craze HYROX, staying true to his original vision has been key to the company’s explosive growth.
“You have to have strong belief in your product and its DNA, and you have to stick to your game plan,” he says.
Tautzke appeared on this week’s episode of “One Day with Jon Bier” to talk about the power of perseverance, the importance of retaining equity in your company, and other lessons he’s learned since launching his brand in 2017.
Stay on the path
By any standard, HYROX has been a success. During the race, competitors run one kilometer, followed by one functional training station, and repeat this eight times. In 2024, 60 global events in 65 countries are expected to involve 260,000 participants. Sponsors include Red Bull, Puma, and Centr.
Still, Toetzke says he is frequently asked to improve formulations.
“I can’t tell you how many people have told me in the last five years what we should do.”
His most common request is to change the training, which always consists of the same farmer’s carry, rowing, ski erg, wall ball, burpee long jump, sandbag lunge, sled push-pull etc. But Toetzke has studied the world’s most successful sports – marathons, triathlons, golf, tennis and Olympic sports – and he points out that the fundamental rules of competition never change.
Sports, he says, are “built on principles and rules, history and tradition.”
Additionally, the competition is constantly changing, making it impossible to compare past competitors’ results.
“In traditional sports, you have world records, which are one of the most powerful tools of measurement in sports,” he says. “Someone who breaks the world record in the 100 meters instantly becomes a global superstar.”
Related: How one company turned a medical device into a mass-market phenomenon
Trustworthy
Through consistency, Toetzke has built a strong brand identity for HYROX. He wants HYROX to be the “marathon of fitness” – a gold-standard event that remains consistent regardless of location.
He acknowledges there is still work to be done in this area. As HYROX expands globally, he personally attends events around the world to ensure brand standards are being met. “There are a million things they did differently in Melbourne versus Mexico City. That’s what we need to change.”
He wants HYROX to be a consistent, reliable experience for participants around the world.
“To control a brand that is exploding globally, everyone has to follow the same game plan. Everyone has to follow the DNA of the brand. This is a difficult task and not an easy one, because the more people involved, the more likely everyone has their own idea of how to do things.”
Related: 40 Entrepreneurs Share Their Secrets to Staying Focused
Innovating within constraints
This is not to say that HYROX doesn’t support innovation: Toetzke says HYROX is always striving to evolve and improve without changing the fundamentals of the sport.
He gives the example of the iPhone: since its introduction, there have been 42 different models released with different features, but the basic look has remained the same.
In that respect, Hyrox has made great innovations in both technology and equipment, recently introducing sensors to digitally count during wall ball competitions, reducing the burden on referees. In partnership with Centr, HYROX’s official equipment partner, the competition kettlebells are designed with a unique “Octo” shape for better weight distribution and handling during the farmer’s carry.
Taking financial risks
At a time when many startups are rushing to secure venture capital, often at the cost of significant ownership dilution, Toetzke is calling for a more cautious approach.
“My biggest advice would be, if you really believe in your product, make sure you hold as much stock as you can for as long as possible,” he says. “Don’t make a quick buck, take some risk.”
He warns against becoming “the person who drives the whole business and manages all the operations while the investors make all the money and do nothing for the business.”
Related: How to fund your business with venture capital
Cultivating community
Another factor in HYROX’s success is its ability to build a strong, engaged community around the brand: Toetzke says that 60-80 percent of the HYROX community considers fitness an essential part of their social life.
“It’s not just about going to the gym. It’s about your group. It’s your community. And that’s happening in every gym around the world now.”
Toetzke envisions gyms becoming modern-day clubhouses, like golf clubs, where members forge strong social bonds with one another.
“You go to HYROX events together, you compete together, you represent your gym together,” he says. “All of a sudden, it’s emotional, all of a sudden it becomes a community.”
