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A report from Athletech News describes three race affiliations—HYROX, DEKA FIT and Deadly Dozen—as possible ways for gyms to reach new customers and generate income through events. Gym-owner examples show reported membership gains and event profits, but results vary and do not establish what other gyms can expect.
Athletech News has outlined three hybrid fitness affiliations—HYROX Training Club, DEKA FIT and Deadly Dozen—that gym owners can use to offer race-focused training and host competitions. The report presents them as potential routes to new memberships and event revenue, while its financial and membership examples are individual gyms’ reported results, not guaranteed outcomes.
The report describes HYROX Training Club as the most obvious option for gyms seeking to serve people preparing for HYROX races. It says affiliation costs $130 to $150 a month. Gym-owner examples include Islander Athletics in Newfoundland, whose owner, Ashley Fraser, said membership rose from 182 to 330 after adding HYROX, and Catalyst Gym in Connecticut, where owner AJ Shrag reported a $30,000 gross for a recent training camp. Gross revenue is not the same as profit, and the report does not give full cost details for these examples.
DEKA FIT, owned by Spartan, offers a gym affiliation for $159 a month, according to the report. Affiliates can host multiple events, with revenue shared between the company and gym. The report says there are about 600 affiliates worldwide and quotes DEKA founder Yancy Culp as saying gyms commonly earn $5,000 to $20,000 in annual profit from events. Local affiliates generally host DEKA STRONG, DEKA MILE or DEKA ATLAS, rather than the flagship DEKA FIT race.
Deadly Dozen, founded in 2024, has an affiliation that costs $150 a month. The report says gyms keep all registration fees from their events and that the organization has 160 affiliates across 35 countries. Its flagship Track Race combines 12 functional fitness stations with a 400-meter run before each station. These program details and participation figures are reported by Athletech News; independently verified financial results are not included.
How Race Events Can Support Gym Growth
For gym operators, the affiliations offer a way to turn interest in hybrid fitness competitions into scheduled training, local events and potential customer leads. A race date can give members a specific goal, while an event hosted at the gym may introduce the facility to people who do not currently belong to it.
The report also describes a possible retention benefit. Pete Saenz, owner of Bodify Functional Fitness in Texas, said DEKA and Deadly Dozen events helped keep members engaged during months when he had previously seen people leave. His experience is a useful example, not proof that the same effect will occur at other gyms. Affiliation fees, event costs, staffing, attendance and revenue-sharing terms all affect whether a program is worthwhile.
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The Three Race Affiliation Models
The report situates these programs within a wider rise in mass-participation hybrid races. It says more than two million people are expected to take part in HYROX this year, though it does not provide a date or forecast methodology in the supplied material. It also cites more than 3,000 participants at a two-day Hybrid Games event in Glasgow in October and DEKA events that can draw more than 2,000 people. The timing of those figures is not specified here.
The race formats differ. HYROX uses running and functional fitness stations; DEKA’s flagship format has 10 stations and 500-meter runs, while Deadly Dozen’s Track Race has 12 stations and 400-meter runs before each. Their affiliate arrangements also differ: DEKA shares event revenue, while Deadly Dozen affiliates retain registration fees, according to the report. The article gives no comparable terms for every type of HYROX event.
“Most gyms earn anywhere from $5,000 to $20,000 in profit a year from hosting various events.”
— Yancy Culp, DEKA founder
What Gym Revenue Figures Do Not Show
The report’s examples do not establish typical returns across gyms. It does not provide a consistent accounting of affiliation costs, event expenses, staff time, marketing, registration volumes or net profit for each program. The $30,000 HYROX camp figure is described as gross revenue, while DEKA’s $5,000-to-$20,000 estimate is described as annual profit; those measures should not be compared directly.
It is also unclear how the participation forecasts and event counts were calculated, or whether they cover the same periods and markets. The source material does not state when it was published, so references such as “this year,” “last month” and an upcoming November event cannot be tied to a specific calendar year from the information provided.
What Operators Should Check Before Joining
The report points to continued expansion by race organizers, but it does not document a new launch or announce a change to affiliation terms. Deadly Dozen founder Jason Curtis expects the organization to reach 100 countries by 2028; that is his stated target, not a confirmed outcome.
Gym owners weighing an affiliation would need to review current fees, event rules, revenue-sharing arrangements and local demand, then compare likely attendance with operating costs. The next useful evidence will be reported results across more gyms and clear, comparable figures on event expenses and net returns. Until then, the examples describe opportunities to test, rather than a dependable growth formula.
Key Questions
Which three affiliations does the report cover?
It covers HYROX Training Club, DEKA FIT and Deadly Dozen.
How much do the affiliations cost?
The report 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 terms with each organization.
Do the reported figures guarantee a gym will earn money?
No. The report shares individual examples and an estimate from DEKA’s founder, but does not establish typical returns or provide consistent expense data. Results may vary by location, attendance and operating costs.
How do DEKA and Deadly Dozen handle event revenue?
According to the report, DEKA shares event revenue with the gym, while Deadly Dozen affiliates keep 100 percent of registration fees. The report does not provide a full breakdown of other event costs.
Source: athletechnews.com
