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An Athletech News report outlines three hybrid fitness affiliations—HYROX, DEKA and Deadly Dozen—that gyms can use to offer race-focused training and host events. Gym owners cited in the report describe membership growth and event earnings, but those results are examples, not guarantees for other gyms.
Athletech News has outlined three hybrid fitness affiliations—HYROX Training Club, DEKA and Deadly Dozen—as options for gyms seeking to reach race-focused customers and add events to their businesses. The report describes monthly affiliation fees and examples of gym revenue and membership growth, while noting that individual results vary.
The report describes hybrid fitness races as a growing source of participation opportunities. It says more than two million people are expected to participate in a HYROX race this year, and points to other events as signs of interest: The Hybrid Games drew more than 3,000 participants at a two-day Glasgow event in October, while DEKA FIT events often attract more than 2,000 people each. These figures are attributed to the report; no year for the forecast or October event is specified in the supplied material.
A HYROX Training Club affiliation costs $130 to $150 a month, according to the report, which contrasts that fee with a CrossFit affiliation cost of $4,500 a year. Gym examples include Islander Athletics, where owner Ashley Fraser reportedly grew membership from 182 to 330 after adding HYROX. At Catalyst Gym, owner AJ Shrag said a recent training camp grossed $30,000. Those figures are individual business results, not typical or guaranteed outcomes.
DEKA affiliation costs $159 a month, and gyms can host multiple events, with event revenue shared between DEKA and the gym. DEKA has 600 affiliates worldwide, the report says. Its founder, Yancy Culp, said gyms commonly make $5,000 to $20,000 in annual profit from events. Deadly Dozen charges $150 a month; affiliated gyms keep all registration fees, according to the report. It lists 160 affiliates and says the organization operates in 35 countries, two years after its 2024 founding.
How Race Events Can Support Gyms
The affiliations offer gyms a way to package training, competition and community events rather than relying only on standard memberships. Events may bring in participants who are not current members, create a reason for existing members to keep training, and generate registration income. Those are possible benefits, not assured results: revenue depends on attendance, costs, the affiliation’s fee structure and a gym’s ability to organize events.
Bodify Functional Fitness owner Pete Saenz told Athletech News that his latest DEKA event attracted 372 participants and produced $12,000 in profit in one day. He said each race brings at least some new membership joins and that scheduled competitions can help retain members during months when attendance previously fell. His experience illustrates one gym’s results; it does not establish what other affiliates will earn.
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Three Race Models for Affiliates
The three programs differ in their race formats and financial arrangements. HYROX is presented in the report as the most immediately recognizable option for gym owners considering hybrid competition. DEKA FIT uses 10 functional fitness stations and 500-meter runs, compared with HYROX’s eight stations and one-kilometer runs, while DEKA affiliates often host smaller formats such as DEKA STRONG or DEKA MILE rather than the flagship convention-center race.
Deadly Dozen, founded in 2024, has several event formats; its flagship Track Race combines 12 fitness stations with a 400-meter run before each station. Its affiliate model differs from DEKA’s revenue-sharing arrangement because gyms keep all registration fees, according to the report. The report also notes that Saenz added Deadly Dozen affiliation after becoming a DEKA affiliate in 2021, but says his DEKA events are currently larger.
“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
What Gym-Level Returns Remain Unclear
The report provides selected examples and estimates, but it does not establish typical net returns across all affiliated gyms. It gives no consistent comparison of event expenses, staffing, marketing, venue costs, or the time required to run competitions. The HYROX participation forecast and several event attendance figures are also presented without a full source or defined comparison period in the supplied material.
It is also unclear how many participants at these events become paying members, how long any membership gains last, or how results differ by location and gym size. Saenz’s reported profit and other owners’ growth figures should be read as individual cases, not promises of performance.
What Affiliations May Do Next
For gym owners weighing an affiliation, the next step is to compare monthly fees, event revenue arrangements and the resources needed to host races against local demand and operating costs. The report offers no independent forecast for future participation or a timetable for changes to the programs.
Deadly Dozen founder Jason Curtis expects the organization to reach 100 countries by 2028, according to the report. That is a stated expectation, not a confirmed target outcome. Saenz also anticipated about 500 participants at an upcoming November DEKA event; the supplied material does not say whether that event has since taken place or report its final attendance.
Key Questions
Which gym affiliations does the report cover?
It covers HYROX Training Club, DEKA and Deadly Dozen, all tied to hybrid fitness race training or events.
How much do the affiliations cost?
The report lists HYROX at $130 to $150 per month, DEKA at $159 per month, and Deadly Dozen at $150 per month. Fees and program terms may change; readers should confirm current details with each organization.
Do these affiliations guarantee more members or profit?
No. The report gives examples of gym growth and event earnings, but does not show that every affiliate will achieve similar results. Local demand, costs and attendance can affect outcomes.
How do DEKA and Deadly Dozen handle event registration revenue?
According to the report, DEKA shares event revenue with affiliated gyms, while Deadly Dozen gyms keep 100 percent of registration fees. The report does not provide complete cost details for either model.
Source: athletechnews.com
