Case study
How HYROX built global hyper-growth through global payments consistency
Launched in Hamburg back in 2017 with a field of just 650, HYROX has since become one of the fastest-growing fitness movements anywhere. It now stages more than 100 races a year, has built a worldwide community of over 1.6 million athletes, and runs events across 30 markets, including some of its fastest-selling races in London, Manchester, Birmingham, Glasgow, and Dublin. At the biggest events, cities like New York see as many as 50,000 competitors cross the start line.
What drives that growth is an unwavering commitment to standardisation. Wherever in the world a HYROX race takes place, the format never changes: eight running legs and eight functional workout stations, arranged in an identical sequence every time. That consistency is what lets HYROX scale globally, and it's also what earns the trust of a community that will happily travel from Dublin to São Paulo, or Glasgow to Sydney, to compete.
That international growth put real pressure on HYROX's technical infrastructure. Delivering the same athletic experience everywhere, whether that's a race in Birmingham or one on the other side of the world, meant the payment experience needed to be just as consistent.
It's why HYROX brought Adyen on board.
72
hours to bring a new market live
28
active markets launched in under two years
95.12%
authorisation rate maintained even at peak demand
The challenge: Keeping the experience consistent, market to market
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 seamless 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: Bringing online and on-site payments together
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: Growth that holds up under pressure
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 ahead: From race series to global community
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 standardises the sport. Adyen standardises 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.