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Every brand wants to host their own fitness event now, but the problem is they’re all hosting the exact same kind of event 👇
I’m talking about the hybrid fitness format that HYROX made so popular.
HYROX has absolutely exploded in popularity, and credit to them for nailing this.
But now every brand and their mother is launching some version of a strength + cardio race event.
The brands that are actually winning with events aren’t copying.
They’re building events that could only come from them.
And there are 3 that I think have absolutely nailed it:
1. BPN G1M ULTRA - A backyard ultramarathon that lasts over 3 days and embodies BPN’s motto of “Go One More” (@bpnsupps).
2. BANDIT GRAND PRIX - An F1 inspired race spectacle that fits Bandit’s underground running culture perfectly (@bandit @banditgrandprix).
3. TIPSTER NYC BAKERY RUN - A half marathon that stops 8 bakeries and has more of a social eating vibe to match the Tipster brand (@tipsternyc).
The pattern of these examples is that the events are inseparable from who the brand is.
So brands, stop looking at what’s already working for someone else, and start thinking about what only YOU could build.
#fitness #hyrox #marathon #workout #running
Transcript
Every brand wants to host their own fitness event now, but the problem is they're all hosting the exact same kind and that is the hybrid fitness race format that High Rocks made so popular. High Rocks has absolutely exploded in popularity and credit to them for nailing this. But now every brand and their mother is launching some version of a strength plus cardio race format. The brands that are actually winning with events aren't copying like this. They're building events that could only come from them. And there are three that I think have absolutely nailed it. First, the VPN no one more ultra, a backyard ultra marathon that lasts over three days. VPN's entire brand is built around the phrase no one more. And this race format is literally about, can you go one more lap? The event gets millions of views across social and people who don't even like running were glued to this thing. Second, the Bad Grand Prix, an f one inspired running race in New York with five k qualifying races and a three k super final under the lights. Bandit's whole identity is underground New York Tier, running culture meets style. So they didn't build a standard road race. They built a spectacle that fits that underground culture. And third, the Better Bakery Run. Tipster is a food and bakery guide. So they created a half marathon that stops at eight of New York's best bakeries. It's more tight knit with only a 100 runners and there's no medals involved. It's about eating good food, meeting new people and having fun, which fits the Tipster brand perfectly. The pattern of these examples is that the events are inseparable from who the brand is. So rank, stop looking at what's working for someone else and start thinking about what only you could build.
