Hyrox founders invest in fitness brand Xenom

The founders of Hyrox, Christian Toetzke and Moritz Fürste, have officially announced that they are investing in Xenom, a fitness brand that describes itself as 'the decathlon of fitness'. The investment comes with a broad partnership covering marketing, events and education.

Xenom was founded by Keith Barlow, who already has a longer history with Toetzke and Fürste. That existing relationship appears to form the foundation for this new business partnership between the two organisations.

For the Dutch fitness and Hyrox community, this news is relevant because it shows the strategic direction in which Hyrox is developing. The sport is growing rapidly in the Netherlands, and partnerships like this could become visible here in the future through events and training concepts.