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A report by Athletech News describes three hybrid fitness race affiliations—HYROX, DEKA FIT and Deadly Dozen—as potential ways for gyms to attract members and earn revenue from events. Gym-owner examples and affiliation prices are reported, but the figures are individual experiences or estimates, not guarantees of results.
Athletech News has outlined three hybrid fitness race affiliations—HYROX Training Club, DEKA and Deadly Dozen—that gyms can use to offer race preparation and host events. The report presents them as possible routes to new memberships and event income, while noting that costs, revenue arrangements and reported results vary by program and gym.
The report describes HYROX Training Club as a comparatively lower-cost affiliation, priced at $130 to $150 a month. It gives examples of gyms that added HYROX classes, camps or simulations and later reported membership or event revenue gains. Islander Athletics in Newfoundland, for example, said its membership grew from 182 to 330 after introducing HYROX. At Catalyst Gym in Connecticut, owner AJ Shrag said a recent HYROX camp grossed $30,000. These are individual business accounts, not audited comparisons or evidence that affiliation alone caused the results.
DEKA, owned by Spartan, charges $159 a month for its affiliate program, according to the report, and affiliated gyms can host multiple events. The report says gyms typically run DEKA STRONG, DEKA MILE or DEKA ATLAS rather than the larger DEKA FIT format. DEKA founder Yancy Culp said most gyms earn $5,000 to $20,000 in annual profit from hosting events. DEKA FIT uses 10 functional fitness stations and 500-meter runs, while the report describes HYROX as using eight stations and 1-kilometer runs.
Deadly Dozen, founded in 2024, has an affiliate program priced at $150 a month. The report says affiliated gyms keep 100% of registration fees, and lists 160 affiliates worldwide. Its flagship Track Race combines 12 functional fitness stations with a 400-meter run before each station. The organization also offers formats including Deadly Row, Deadly Barbell and Deadly Strong.
Race Events Create New Gym Revenue
For gym operators, the affiliations offer more than a branded workout: they can provide a training goal for existing members and a way to bring non-members into a facility for events. The report’s examples suggest that races may generate income through camps, simulations and participant registrations, alongside potential membership sales. The actual financial return will depend on participation, event costs, local demand and each affiliation’s terms.
Pete Saenz, owner of Bodify Functional Fitness in Laredo, Texas, told Athletech News that his latest DEKA event drew 372 participants and produced $12,000 in profit in one day. He said events had led to at least some new memberships and helped retain members during months when attendance had previously declined. Those comments reflect one gym’s experience; the report does not provide a broader study of retention or profitability across affiliates.
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Three Models, Different Event Terms
Hybrid race formats combine functional fitness exercises with running or other endurance elements. The source report points to growing participation in organized events, including more than 3,000 attendees at a two-day Hybrid Games event in Glasgow in October. It also says DEKA’s large-scale events often draw more than 2,000 participants. These event figures are reported by the source and do not establish how many local gym members will join affiliated programs.
The three affiliations differ in how they structure events and income. HYROX is presented as an established option with training-club branding and examples of camps and simulations. DEKA has a monthly fee and shares revenue raised from affiliate-hosted events, according to the report. Deadly Dozen charges a similar monthly fee and lets affiliates retain all registration fees, as described in the source. Gyms considering a program would need to compare those terms with their own staffing, venue and marketing costs.
Saenz has been a DEKA affiliate since 2021 and added Deadly Dozen the following year, according to the report. He said his DEKA events currently draw more participants than his Deadly Dozen events, though he had been running the latter for only a year. The example illustrates how event performance can differ even within one business.
“Most gyms earn anywhere from $5,000 to $20,000 in profit a year from hosting various events.”
— Yancy Culp, DEKA founder, as quoted by Athletech News
Returns Depend on Local Demand
The report does not establish whether the examples are typical, nor does it provide audited financial records, comparable operating costs or a consistent measure of profit across the three programs. Reported revenue and membership gains are attributed to specific gyms; they should not be treated as promised outcomes for other operators.
Some details also remain unspecified, including the full terms of each affiliation, any additional costs for event production, and how registration revenue is calculated or shared in practice. The report’s expectation of more than two million HYROX participants this year is a forecast; it does not give a comparison baseline or independently verify the projection. The size and staying power of local demand remain uncertain.
Gyms Must Test Their Own Market
Gym owners weighing an affiliation will need to review current contracts and fees, confirm event revenue rules, and estimate the staffing and facility costs required to host races. They can then compare those expenses with local interest, registration targets and the likelihood that event participants will become members. Participation and retention should be tracked rather than inferred from attendance alone.
The source report does not identify a scheduled industry-wide decision or next milestone for these programs. Deadly Dozen founder Jason Curtis told Athletech News he expects the organization to reach 100 countries by 2028; that remains a projection. Future affiliate counts and event results will help show whether the reported growth translates into sustained opportunities for gyms.
Key Questions
Which three affiliations does the report cover?
The report covers HYROX Training Club, DEKA and Deadly Dozen. Each offers a route for gyms to provide race-related programming or host events, with different fees and revenue arrangements.
How much do the affiliations cost?
The source lists HYROX Training Club at $130 to $150 a month, DEKA at $159 a month and Deadly Dozen at $150 a month. Gym owners should confirm current pricing and full contract terms directly with each organization.
Do these programs guarantee a gym will earn more?
No. The report provides examples and estimates, including results reported by individual gym owners and a DEKA founder. They are not guarantees or a representative financial study; outcomes can depend on demand, costs and event execution.
How do DEKA and Deadly Dozen event revenue terms differ?
According to the report, DEKA shares revenue from affiliate-hosted events with the gym, while Deadly Dozen affiliates keep 100% of registration fees. The source does not detail every applicable cost or contract condition.
Source: athletechnews.com
