We are joined by Moritz Fuerste, Olympic Gold Medalist & Co-founder of Hyrox in this episode. Hyrox has carved out a new niche in sports termed "fitness racing," blending running with functional fitness to create a unique competitive platform for fitness enthusiasts. It is experiencing explosive growth in cities worldwide, with participation skyrocketing to over 210,000 athletes across 30 cities in the 2023/24 season and events selling out rapidly. He discusses the the strategic growth model of Hyrox and how it's establishing itself within the bustling fitness market, without running any paid media! Moritz shares valuable insights into three key areas: 1- The creation of a new sport category, 2 - The power of community-driven marketing, and 3 - The tactical use of earned media to enhance brand visibility and engagement. Moritz's journey with Hyrox offers a compelling look at building a brand from the ground up through community engagement and building strategic partnerships with your vendors. Whether you're a fitness enthusiast or a marketing lead, there's a wealth of actionable advice and thought-provoking strategies in this episode.