The founders of Hyrox, Alpha Fit Club, The Athletic Clubs and Strong New York argue that community — and some healthy competition — are vital to the long-term growth of the fitness industry
As loneliness reaches record levels, particularly among younger demographics, fitness brands are delivering more than just workouts.
At the ATN Innovation Summit 2025, the panel “Creating Community Through Competition” brought together leaders in the boutique and competitive fitness space to unpack how community is reshaping fitness business models.
But first, it’s worth noting that “community” may be the most overused term in fitness today. As moderator Kenny Santucci, founder of Strong New York and The Strength Club, noted, the term’s real impact lies in how it’s operationalized.
“We’ve all seen people show up for each other in ways that go beyond the gym,” Santucci said. “But how do we build systems and environments where that happens consistently, and at scale?”
Hyrox has done just that. Douglas Gremmen, chief growth officer at Hyrox, noted that the Germany-founded fitness racing brand has seen explosive growth since launching in the U.S. just six years ago.
“In 2019, we had a few hundred people at our New York event,” Gremmen said. “Two weeks ago, we had 15,000 competitors and 40,000 on the waitlist. The sport of fitness is now speaking a universal language.”
At the Innovation Summit, panelists emphasized that accessibility is what will determine long-term impact.
“I think CrossFit missed the boat when it came to mass participation,” Gremmen said. “They nailed performance, but Hyrox built a lower barrier to entry. You don’t need to be a powerlifter or gymnast to line up at the start. You just need a reason to show up.”
For Sam Tooley, co-founder and CEO of Alpha Fit Club, a New Jersey-based boutique fitness chain, the way to cultivate community begins with in-studio experiences, but continues outside the four walls.
“The most exciting part is when a community bleeds outside,” he said. “Some of the best friendships we’ve seen in the gym become lifelong. Whether they stay members or not, they’re showing up for each other in ways we never could’ve engineered.”
Tooley shared how Alpha’s own in-house event, the Alpha Games, was designed as a member-first retention tool.
“We wanted to create something that made people feel they didn’t need to go anywhere else to find their challenge,” Tooley explained. “It’s a celebration of the work they’re already doing, not just a chance to compete.”
“There’s no better way to build confidence than to give someone something really freaking hard to do, and let them go do it,” he added. “You do hard things together, and that’s what builds a real community.”
As Alpha Fit Club scales to 40 locations and Hyrox races sell out from Miami to Melbourne, the question turns to operational strategy.
“People are entrusting us with their time, their goals, their emotional and physical energy,” Tooley said. “We take that seriously. So we’ve invested in making sure the experience feels the same at every location, with systems that support that level of hospitality.”
As their studios have scaled, the panelists spoke about how leadership must evolve, too.
“I used to be the one opening the gym at 3:30 in the morning to coach a 5 a.m. class,” said Dane McCarthy, founder and CEO of The Athletic Clubs, an NYC-based social fitness brand with big expansion plans of its own. “I’ve done everything I’m asking my team to do, and now my job is to coach them. That’s how we grow.”
And while competitive fitness may seem intimidating, Santucci argued that it’s one of the most effective engagement (and community-building) tools the industry has.
“We’re starting to understand that gamification and group accountability are powerful. … You don’t have to go it alone,” he said. “That’s the real unlock.”
