360. Keith Barlow, Founder & CEO of XENOM

Today, I'm joined by Keith Barlow, founder & CEO of XENOM.

A two-day, 10-event competition testing gymnastics, strength, and metabolic conditioning, XENOM is positioned as the mass-participation alternative to elite-only fitness competitions.

In this episode, we discuss building the "decathlon of fitness."

We also cover:

Partnering with CrossFit and HYROX
Competitive fitness as a cultural phenomenon
The business model behind large-scale fitness events

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XENOM's Website: https://www.xenom.global/

Instagram: https://www.instagram.com/xenomglobal/

Keith on Instagram: https://www.instagram.com/keith.barlow1/

Keith on LinkedIn: https://www.linkedin.com/in/keith-barlow-31490947/

The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.

Fitt Talent: https://talent.fitt.co/

Consulting: https://consulting.fitt.co/

Investments: https://capital.fitt.co/

Chapters:

(00:00) Introduction

(00:01) Keith's background

(01:28) Founding story

(02:03) HYROX founders partnership

(05:02) CrossFit consumer vs. HYROX consumer

(06:50) Event for everyday athletes

(09:55) Partnership strategies

(14:00) Venture pitch

(18:51) Events, sponsorship, tickets

(21:45) Event execution

(25:45) Participation tiers and accessibility

(28:30) Scoring system

(31:19) Programming for affiliates, not just elite

(34:00) 3–5-year vision

(36:00) Where to find and follow XENOM

(36:45) Conclusion

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