Home of large-scale fitness events: how Olympia's £1.3bn regeneration is fuelling the future of HYROX
10
MIN READ
28,496
Athletes across 9 days of fitness
3,207
Average visitors per day
3,771
International athletes
Hyrox Olympia London 2026
25,661 spectators across 9 days
54% YoY attendee growth
The OPPORTUNITY
Britain’s fastest-growing fitness race, HYROX, returned to Olympia for its biggest edition to date, introducing the HYROX Week of Fitness, Youngstars and EMEA Regional Championships in the UK for the first time. Attracting a total of 54,157 visitors (athletes and spectators) across nine days, the 2026 event set a clear trajectory for HYROX’s future growth at Olympia.
Having rapidly scaled from The Grand Hall to a venue-wide takeover in its fourth year, HYROX demonstrates how an event can flex and expand alongside the venue. With Olympia’s £1.3bn regeneration nearing completion, the partnership is set to deepen further, with plans to utilise new spaces and facilities to support international expansion and enhance the experience for both athletes and fans.
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Creating success
To support the expansionof new events like HYROX Week of Fitness and HYROX Youngstars, HYROX workedclosely with the Olympia Events team to utilise additional halls and optimisethe venue’s flexible floorplan, improving flow while maintaining the ability toseparate events and provide dedicated entrances.
Extending beyond its typical two-day weekend format, the event ran across nine consecutive days, driving increased attendance and deeper audience engagement. Drawing an international crowd for the EMEA Regional Championships, Olympia’s central London location, supported by its dedicated station and six transport links within a 15-minute walk, alongside direct access to Heathrow, ensured seamless connectivity for both local and overseas visitors.
Olympia is one of the most iconic venues in the world, and our growth here has mirrored the growth of HYROX.
When we first started, we used only the Grand Hall. Now, weare hiring the entire venue for nine days, supporting a wide range ofactivities.
We plan to keep building on this. Next year, we will use the ICC for our Coaches Summit, introduce more food and beverage concepts, and take full advantage of the new facilities. Our ambition is to take over the hotel sand truly make Olympia the home of HYROX. That is our long-term vision.
We chose Olympia for the first Week of Fitness, the EMEA Championships and the first UK Youngstars event because it is one of the best locations in the world. It sits in the heart of London and, with the ongoing refurbishment, it will become even more iconic. For us, it was a very straightforward decision.”
Christian Toetzke
Owner of HYROX
The results
HYROX’s 2026 event at Olympia was its largest to date, marking its first full-site takeover across the Grand, National and West Halls (Ground and Upper). Running for nine consecutive days, the EMEA Championships attracted 3,771 international athletes, while the Week of Fitness drew 28,496 participants, reflecting a 54%YoY increase and the sport’s rapid growth. A new addition, HYROX Youngstars, expanded into the West Hall Upper for the first time, supported by a dedicated entrance to ensure smooth athlete and spectator flow across the event.
With Olympia’s major £1.3bn redevelopment nearing completion, HYROX is well positioned to scale further. Plans for 2027 include launching the HYROX Coaches Summit in the new International Convention Centre, managed by Olympia Events, alongside greater use of onsite hotels, restaurants and hospitality spaces. This integrated offer strengthens Olympia’s position as a long-term partner for large-scale fitness events in central London, supporting longer dwell times and richer visitor experiences.
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