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An Athletech News report outlines how gym owners can use HYROX, DEKA FIT and Deadly Dozen affiliations to offer hybrid race training and host events. The report cites individual gyms’ membership and event revenue results, but those examples do not establish typical earnings across the industry.
Gyms looking to serve the growing market for hybrid fitness races can affiliate with HYROX, DEKA FIT or Deadly Dozen, according to an Athletech News report outlining their fees and event models. Gym owners cited in the report described membership gains and event income, although the figures are individual examples, not evidence of typical returns for affiliated gyms.
The report places the affiliations against rising participation in hybrid events. It says more than two million people were expected to take part in a HYROX race that year, while other formats were also drawing participants. The Hybrid Games, for example, attracted more than 3,000 people to a two-day event in Glasgow in October, and DEKA FIT events often drew more than 2,000 participants, the report said. These are source-reported figures; it does not provide independent verification or a consistent time series for comparing growth.
A HYROX Training Club affiliation was listed at $130 to $150 per month, compared with $4,500 a year for a CrossFit affiliation, according to the report. It cited Islander Athletics in Newfoundland, whose membership grew from 182 to 330 after adding HYROX, and Catalyst Gym in Connecticut, where a HYROX camp reportedly grossed $30,000. At 8th Day Gym in Michigan, owner Joe Cebulski said membership rose from roughly 500–550 to 600 after HYROX services were introduced; one-day simulations generated $7,000 to $9,000 each, the report said. These examples do not establish how much of the change was caused by the affiliation alone.
DEKA FIT, owned by Spartan, charges $159 a month, and affiliated gyms can host multiple events, with revenue shared between the brand and the gym. The report counted 600 affiliates worldwide. Deadly Dozen, founded in 2024, was reported to have 160 affiliates in 35 countries. Its $150 monthly fee comes with a different arrangement: affiliated gyms keep all registration fees, according to the report. The report does not specify all costs involved in staging events or the terms of each contract.
Race Events Add a Revenue Channel
The affiliations give gyms a way to build programming around competition, potentially reaching people who are drawn to scheduled challenges rather than conventional classes. Hosting races can also bring nonmembers into a facility, creating opportunities for gyms to introduce their services. The report’s examples suggest events may contribute to both event income and membership recruitment, but results depend on local demand, participation, expenses and a gym’s ability to convert attendees into members.
For owners, the fee and revenue structures differ. HYROX offers branded training and simulation opportunities, DEKA shares event revenue with affiliates, and Deadly Dozen affiliates retain registration fees under the model described. Those distinctions matter when comparing options, but the report does not provide a full accounting of operating costs, staffing, equipment or marketing. Its revenue figures are gross or profit figures as specifically described by the source and should not be treated as directly comparable.
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Three Formats, Different Race Models
The affiliations differ in the competition formats they support. HYROX races combine running with functional exercise stations. DEKA’s flagship format uses 10 stations and 500-meter runs, compared with HYROX’s eight stations and 1-kilometer runs, according to the report. DEKA affiliates more often host smaller in-gym formats: DEKA STRONG has no running, DEKA MILE includes 160-meter runs between stations, and DEKA ATLAS is strength-based.
Deadly Dozen’s flagship Track Race combines 12 fitness stations with a 400-meter run before each. It also offers other race formats, including rowing, barbell and strength events. The report says its country-level event-director structure supports international expansion and quotes founder Jason Curtis as expecting the organization to reach 100 countries by 2028. That is a forecast, not a confirmed milestone.
Gym owner Pete Saenz, whose Bodify Functional Fitness in Texas has held DEKA events since 2021 and added Deadly Dozen the following year, reported that a DEKA event drew 372 participants and produced $12,000 in profit. He expected about 500 participants at a later November event. Those numbers describe his gym’s experience and his expectation at the time of reporting, not a verified final attendance figure or industry average.
“Most gyms earn anywhere from $5,000 to $20,000 in profit a year from hosting various events.”
— DEKA founder Yancy Culp, as quoted by Athletech News
Returns Vary by Gym and Market
The reported growth and earnings come from selected gym-owner examples, and the source does not establish that they are representative. It does not provide a comparison group, a breakdown of event costs, or a clear account of how many participants later became members. Actual profitability remains uncertain for gyms considering an affiliation.
The participation projections and expansion expectations also have limits: the report gives no underlying forecast methodology for the HYROX figure and no confirmation that Deadly Dozen will meet its 2028 target. Affiliation contract terms, local event demand and the full costs of delivery are not detailed, so owners would need to verify those points directly with the organizations.
Owners Must Test Local Demand
The next step for gym owners is to compare each organization’s current fees, contract terms, event revenue arrangements and operating requirements, then gauge whether members and local competitors are likely to attend. The source report does not announce a new event date or affiliation change. It describes existing programs and business examples; future participation and returns remain to be seen.
Key Questions
Which three affiliations does the report examine?
It examines HYROX Training Club, DEKA FIT and Deadly Dozen, each of which offers gyms a way to provide race-related training or host events.
How much do the affiliations cost?
The report lists HYROX Training Club at $130–$150 per month, DEKA at $159 per month and Deadly Dozen at $150 per month. Fees and terms may change, so gyms should check current information with each organization.
Do the reported earnings show what a typical gym can make?
No. The figures are examples and estimates cited in the report, not an industry-wide average. Event attendance, costs, local demand and membership conversions can differ by gym.
How do DEKA and Deadly Dozen handle event revenue?
The report says DEKA shares revenue from events with affiliated gyms, while Deadly Dozen affiliates keep 100% of registration fees. It does not provide every contractual or operating-cost detail.
Source: athletechnews.com
