Adidas-affiliated Athx Expands To Us Market With Miami Fitness Competition

The U.K.-based hybrid fitness competition is staging its first-ever event in America. The move comes as Hyrox surges and Xenom enters the market with $15 million in backing

The competitive fitness world doesn’t lack for ambition right now, and into a crowd that includes Hyrox and newcomer Xenom, steps ATHX.

The U.K.-born hybrid fitness competition, sponsored by Adidas, is bringing its first-ever U.S. event to Miami Beach on March 21-22.

The ATHX Invitational: Miami Beach, produced with South Florida hospitality group Breakwater, marks the debut of ATHX’s elite Invitational format and arrives with a roster of recognizable athletes, such as Laura Horvarth, Danielle Brandon, Khan Porter and Jonne Koski, among others.

“Miami represents not only our newest location and first venture into the U.S., but also the next crucial step in the evolution of our competitive format,” ATHX founder Mark Hartnett Morgan said.

ATHX runs as a 2.5-hour continuous competition across six zones, testing strength, endurance and metabolic conditioning through a fixed slate of movements: strict press, squat and deadlift for strength, run and row for endurance and a MetCon X segment featuring ski-erg, ground-to-overhead, sandbag carries, box jump overs, burpee broad jumps and walking lunges.

The two-day event also includes ATHX-focused fitness activities, classes, and workshops. Registration for singles and pairs is now open. 

The accessible but demanding competition says it expects upward of 40,000 competitors globally this year. A 14-event European tour launched in London in January and runs through Amsterdam in November. Plans are also in the works to bring ATHX to the Middle East and Asia-Pacific regions.

Adidas, for its part, has its fingerprints all over the competition. The activewear giant has been running an on-floor FitCheck activation rewarding athletes who compete in Adidas gear with vouchers. ATHX merchandise is also on the way — the hybrid fitness brand teased a drop on social media with Adidas-inspired designs, including a t-shirt that reads “All Day I Dream About ATHX.”

ATHX is also thinking beyond event day, building an affiliate gym network that puts official programming in local gyms to help athletes prepare.

As for what’s driving the appeal and participation numbers of fitness competitions and races like Hyrox, it may come down to something more than health goals or aesthetics. Such events give fitness fans a community, a finish line to train toward, a stage and a personal record to improve the following year.

Investor enthusiasm extends to the training aspect, too.

Roxfit, a U.K.-based digital training platform built for hybrid athletes, just closed a nearly $2.4 million seed round, bringing its total funding to roughly $3.6 million. The platform, which offers pacing guidance, wearable integration and post-race analytics, has grown from 80,000 users in May 2025 to more than 260,000 across 185 countries, almost entirely through organic adoption within the Hyrox community.

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