5 Ways to Tap Into the Fitness Competition Craze

High-performance fitness competitions, such as Ironman, CrossFit Games, Spartan, and Hyrox, have seen a significant rise in popularity. For example, Hyrox began in 2017 with only 650 participants and is expected to host events in over 80 countries for more than 550,000 athletes in 2025. These events attract athletes and fitness enthusiasts eager to push their physical and mental limits. They are more than mere races; they demand intense training regimens and require endurance, stamina, strength, and often support from experts. 

This growing trend gives fitness and wellness businesses a chance to tailor their services for competition-ready clients. By offering strength training, recovery support, and nutritional guidance, you can position your business as an essential partner, before and after race day. 

Here are four ways your business can tailor its services to attract and retain clients training for fitness competitions. 

1. Expand your service offerings

To tap into the growing market of fitness competition participants, consider expanding your service offerings to meet their unique needs. For fitness businesses, this could mean creating dedicated training programs tailored to specific competitions—such as a CrossFit Games prep that focuses on event-specific movements like weightlifting, HITT, and endurance activities. These specialized programs give clients a structured way to train with purpose and confidence. If possible, bring on a coach with experience in that competition to lead the program, offer expert guidance, elevate your credibility, and attract athletes looking for a competitive edge. 

Wellness businesses can also position themselves as essential partners in a competitor’s journey by bundling services into targeted recovery packages. For instance, offer a “Competition Recovery Bundle” that includes massage therapy, infrared sauna sessions, and ice baths—all designed to help participants recover faster and perform better. By curating offerings specifically for this audience, you become a one-stop shop for their recovery and performance needs, making your business a key part of their training cycle.  

2. Offer nutrition guidance

Proper fuel matters before, during, and after competition. Partner with certified nutritionists or registered dietitians to offer meal planning, macro consultations, and supplement guidance tailored to athletes in training. Highlight these services in your marketing to show how you support performance, recovery, and results. 

3. Make competitions a part of your marketing strategy

Fitness competitions require more than just intense training—it also takes thoughtful preparation and smart recovery. Reframe your marketing to highlight how your business supports athletes through every phase of their journey. If your gym offers functional training that includes movements like burpees, rowing, wall balls, and sled pushes—core components of Hyrox and similar events—make that alignment obvious in your messaging.  

Let potential members know your training environment can support their goals. To connect with competition participants, you can also:  

• Update your website with dedicated landing pages focused on competition prep for specific events
• Feature competition specific language and exercises in your social media content
• Share stories and testimonials from members preparing for events to build credibility and show your community supports competitive goals 

Don't overlook the important aspects of training: mobility, recovery, flexibility, and mental resilience. Practices like yoga and Pilates can be essential tools for athletes and fitness enthusiasts. Promote them as vital components of a well-rounded strategy that improves mobility, balance, focus, and injury prevention. Highlight how these practices complement high-intensity training by supporting faster recovery and better performance. 

Likewise, recovery services like massage therapy, cryotherapy, and infrared sauna sessions can be key competitive advantages. These services promote overall wellness and help improve athletic performance. In your marketing, emphasize how your offerings can reduce downtime, prevent injuries from overtraining, and support athletes in maintaining consistency throughout their training cycles. 

4. Develop educational content for competitors

Create content that speaks directly to competition-focused clients. Share blog posts, social media series, videos—and don’t forget to include them in your email newsletter. Cover topics like prep routines, recovery tips, mindset coaching, gear reviews, and movement breakdowns. 

By consistently offering valuable insights across channels, you position your business as the go-to resource for athletes training for fitness competitions. This strategy builds trust, increases engagement, and attracts high-commitment clients who are serious about performance. 

5. Build a competition-specific email nurture campaign

Create an email nurture that's tailored for upcoming fitness competitions. Time your messages to align with each stage of the preparation journey. Share valuable content such as nutrition tips, recovery strategies, and motivational messages to keep your clients informed, inspired, and on track. With Mindbody’s integrated marketing tools, you can easily create and schedule customized SMS and email campaigns that target specific client groups and follow a timeline that matches the competition calendar. 

Make your business part of the competition finish line

As fitness competitions continue to gain momentum, now’s the time to position your business as part of the journey. Your clients are training harder, pushing limits, and chasing goals; they need expert support along the way. 

From guiding them in nutrition and optimizing recovery to coaching proper movement to prevent injury, your services can make the difference between burnout and a personal best. By supporting their prep and recovery, you’re not just helping them perform, you’re also building trust, loyalty, and long-term growth for your business.