Case study
HYROX achieves hypergrowth through global payments consistency
What started in Hamburg in 2017 with just 650 participants has grown into one of the fastest growing fitness movements in the world. Today, HYROX hosts more than 100 races a year, connects a community of over 1.6 million athletes worldwide, and operates in 30 markets. At flagship events in cities like New York, up to 50,000 people now hit the starting line.
At the heart of this growth is uncompromising standardisation. Every HYROX race worldwide follows the exact same format: eight running segments and eight functional workout stations combined into identical race flows. This consistency doesn’t just allow HYROX to scale globally; it also builds deep trust with a community that travels the world to compete — from São Paulo to Sydney and beyond.
As HYROX expanded internationally, the demands on their technical infrastructure grew too. A consistent global athletic experience needs a payment experience to match.
That’s why HYROX chose Adyen.
72
hour go live time for new markets
28
active markets launched in under two years
95.12%
authorisation rate, even during peak traffic
The challenge: Creating a consistent global experience
As HYROX expanded internationally, the company’s payment processes became increasingly complex.
New ticket releases regularly cause massive spikes in demand, with tens of thousands of users trying to check out all at once. In these critical moments, platform stability, speed, and a smooth payment process directly shape both conversion rates and brand perception.
At the same time, new markets create new operational challenges. Different currencies, local payment methods, and regulatory requirements had to be integrated quickly without creating extra hurdles for users.
"With Adyen, we ensure that a participant in Mexico City gets the exact same smooth, high-tech experience as someone in Singapore or Sydney."
Dirk Weipert, CFO, HYROX
For HYROX, consistency is absolutely vital. Many athletes don’t just compete in their hometown; they travel internationally for races. Accordingly, expectations for a seamless experience are high — from buying a ticket online to purchasing merchandise on race day.
The solution: Centralising online and in-person payments
HYROX needed a payment infrastructure that could deliver a consistent user experience while the company grew internationally.
With Adyen, HYROX centralises all online and offline payments into a single platform. As a result, the check out process stays reliable (even during massive demand spikes), they can branch out into new markets faster, and they can integrate local payment methods without needing additional standalone tools.
"We are blending sports, hospitality, and entertainment into a global festival experience. Adyen provides the foundation that seamlessly connects the digital world with race day."
Dirk Weipert, CFO, HYROX
Adyen also ensures a smooth payment experience on-site. Modern terminals enable fast, cashless payments at event venues, helping foster a festival-like atmosphere at HYROX competitions.
The results: Peak performance, reliable growth
Thanks to their partnership with Adyen, global growth is now fully manageable for HYROX from a tech perspective.
Since September 2024, HYROX and Adyen have expanded their footprint from two to 30 markets. At the same time, technical performance has remained exceptionally stable under peak loads, maintaining a 95.12% authorisation rate.
New markets can now go live within just three days. Alongside classic card payments, HYROX can support local payment methods like BLIK, Cartes Bancaires, Pix, and KakaoPay.
"Adyen gives us the technological stability to open up new markets at our own hypergrowth pace."
Dirk Weipert, CFO, HYROX
Looking forward: Becoming a global community platform
HYROX is rapidly transitioning from a sports event into a global community platform.
Beyond the races themselves, the company has recently debuted new offerings like HYROX Cruises and Haus of HYROX. At the same time, HYROX’s merchandising, hospitality, and entertainment ecosystem continues to grow.
"HYROX standardizes the sport. Adyen standardizes payments. Together, we are scaling a seamless, global experience."
Dirk Weipert, CFO, HYROX
At the same time, HYROX is investing in its global community’s digital connectivity. In the future, athletes will be able to seamlessly connect ticketing, race results, and training plans in one place via a universal HYROX ID.
Adyen delivers the tech backbone for this evolution: a platform that unites online and offline experiences while enabling global scale across every single touchpoint.
See how unified payments can elevate your customer experience.