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Hyrox faces PR crisis in fight for CrossFit's market
Original: Hyrox, a PR crisis and the battle for the multi-billion-dollar CrossFit market https://www.nytimes.com/athletic/7524024/
Hyrox, the fast-growing fitness racing series, is dealing with a public relations crisis as it challenges CrossFit's dominance of the multi-billion-dollar functional fitness market. Reporting links the controversy to Xenom and questions about how the brand is managing its image while courting the community CrossFit built. The story examines whether Hyrox can turn its rapid growth into lasting leadership of the sport.
Why now: A new report on Hyrox's PR problems and its rivalry with CrossFit has drawn attention across the fitness world.
Evidence
- Hyrox, a PR crisis and the battle for the multi-billion-dollar CrossFit market https://www.nytimes.com/athletic/7524024/2026/10/07/hyrox-xenom-crossfit-controversy/ # Sports # Fitness # Business · nyt_sports@robot.villas · 1
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