Marketing genius: if you didn't know about HYROX, you do now

Many of us could think of nothing more mortifying than releasing our bowels while participating in a public event, but it seems that for some sportspeople, it's a flex.

It's a sign that they've pushed their bodies to the limit, and demonstrates their commitment to their sport. Apparently. 

But HYROX participant Joanna Wietrzyk has gone viral this week for defecating and continuing to participate in an event covered in fecal matter.

And she's proud of herself. 

Well, she's certainly done something most of us never could.

Competing in the elite 16-24 age category, Wietrzyk won the women’s HYROX Pro event in Beijing.

Despite intense backlash to photos and vision circulating of her in the event, in a now-deleted Instagram story, the althlete shared a selfie of her attached to an IV drip with the caption: 

“Go hard or go home … a win is a win. In all seriousness, thank you for all the support. I’ll be back soon x.”

Joanna Wietrzyk's post-win selfie. Image: Instagram.

The story has made international headlines, with many having questions about hygiene, health, professionalism, respect, and dignity.

But I only had one question when I learned of the story.

What on earth is HYROX?

I had no idea what HYROX is. I wasn't alone, either, with many on social media also wondering about it, only just discovering it's even a thing.

The HYROX website says it “combines both running & functional workout stations, where participants run 1km, followed by 1 functional workout station, repeated eight times.”

Sounds… extreme. And it's meant to be. Of course, there's no point doing any of it even people aren't watching.

“Each race is hosted indoors in expansive exhibition halls, creating an immersive and electrifying race, where your spectators can support you from the very beginning to the very end.”

And then, there's this outright lie: “Accommodating both professional athletes, and everyday fitness enthusiasts looking to take their training to the next level, HYROX is for everybody.”

It most certainly is not for everybody. I'm getting puffed out just writing about it.

Very evidently, I am not the target market. 

HYROX has millions of followers on multiple social platforms, but the business wants to grow, because that's what businesses do.

And what better way to appeal those into “hardcore” and “extreme” fitness spectacles than have a high-profile athlete (or even a normal participant) demonstrate what HYROX can do to your body if you ‘want it badly enough’.

While many of us have been repulsed, considering the popularity of HYROX, there's also those who have been impressed.

 

 

 

 

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A post shared by HYROX Japan (@hyroxjapan)

The incident has sparked endless conversation online, with people debating what HYROX even means (it's not confirmed).

But one thing is for sure: HYROX has become the brand to know in extreme sports, so from a marketing perspective: bravo.

Of course there's been a price to pay.

HYROX has been forced to address the backlash.

On Monday night, HYROX co-founder Moritz Fürste issued a personal statement “addressing the China incident directly”, saying “we learn and try to get better”.

“I need to address all of you directly concerning the recent events in China,” Fürste wrote, explaining HYROX’s rules would be changed to ensure a similar incident doesn’t happen again.

“I apologise to all that were directly or indirectly affected, as well as to everyone who felt like we did not handle the situation like we should have.

“HYROX made a mistake by not reacting immediately during the race.

“In the end it is my job to foresee these potential incidents - and I did not.

“Of course, we started improving event processes, plus making rule book changes immediately. As of this moment, there are new rules and procedures in place to prevent situations like this from happening again.

“We learn and try to get better everyday.”

He forgot to add: “And thanks for taking the brand viral.”