XENOM officially announced today that HYROX founders Christian Toetzke and Moritz Fürste have invested in XENOM, The Decathlon of Fitness. With the investment, XENOM and HYROX will form a strategic partnership spanning marketing, event activation and education.
Toetzke and Fürste have an extensive history with Keith Barlow, XENOM’s Founder and CEO, as Barlow and his wife, Kate Burton-Barlow. Fittest, founded by Kate, is the strategic communications and public relations agency for HYROX.
Christian Toetzke, Founder of HYROX, spoke on the partnership, “We have always believed that fitness had the potential to become one of the largest sports in the world, and the growth of HYROX over the past decade has shown that millions of people will train all year for a standardized competition and travel across the world to take part in it. XENOM completes that picture with a standardized test of total fitness, including the strength and gymnastics disciplines that a huge global community prioritizes in their training but has never had a global competition built around. We have worked with Keith since 2020, and joining him on this journey was a very logical decision for us, because we share the same goal of making fitness the largest sport on earth.”
Toetzke and Fürste will also join XENOM’s Board of Directors, which already includes WNDR, the investment firm led by Jeffrey Katzenberg and Sujay Jaswa, which led XENOM’s $15 million seed round.
Keith Barlow, CEO of XENOM, said: “You can’t overstate how beneficial it is to have this group of people around you when you’re building something of this ambition. Christian and Mo have taken fitness events into more markets than anyone in this sport, and their experience, alongside the backing of investors like WNDR, means we can invest in and establish the infrastructure for a global events system from day one, rather than learning each market the hard way. We see an incredible opportunity to meet the huge unmet demand from people training in boxes, garages and gyms around the world, who have been waiting for a complete, standardised test of their fitness – and to build XENOM into the defining global platform for the pursuit of total performance.”
XENOM launched earlier this year and has hosted two events so far. The first was in Dallas this past June. They wrapped up their second competition in London in August.
Miami is next up in December 2026 followed by Malaga, Spain, in January 2027. According to the XENOM website, information on an upcoming competition in Paris, France is coming soon.
For anyone who wants to save 20% when registering for an upcoming XENOM competition, make sure to use code ‘SPIN’ during checkout.
And tonight, on THE SPIN, Keith Barlow and Wilson Pak join the show to chat about this and the upcoming XENOM season.
