Are Fitness Events the New Festivals in 2026?
Remember when summer plans meant wellies, glitter, and questionable decisions in muddy fields? These days, the calendar looks a bit different. Less "Where's my tent?" more "What's my split time?"
As we start to wind down 2025, one trend is impossible to ignore: fitness events are no longer fringe. They’re the main event. And if 2025 online search interest is anything to go by, we’re only just getting started for 2026.
October marks the return of HYROX UK, the global fitness racing phenomenon that’s taken over arenas (and algorithms) across the UK. And it’s not alone. From Turf Games to Deadly Dozen, Brits are showing up in their thousands not just to watch, but to compete.
So, what’s happening? Are fitness events the new go-to social scene? And what does it say about how we’re choosing to spend our time, energy, and weekends?
Let’s dive in.
The Data Doesn’t Whisper. It Shouts.
We analysed the numbers, comparing UK search interest in popular fitness events across 2021, 2024, and 2025 (Jan–Aug), and the growth is staggering.
Let’s start with the biggest:
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HYROX:
2021: 1,705 monthly searches
2024: 125,375
2025: 165,500 (Jan–Aug average)
That’s a 97x increase (9,607%) in just four years. -
Deadly Dozen:
2021: 38 monthly searches
2025: 3,800
A jump of 100x (9,813%). -
Turf Games and Nuclear Fit have also seen their audiences triple or more.
We’re not talking niche corners of the internet here, this is a mainstream movement. Literally.
(Chart shows UK Google Search Trends for "Hyrox" over a 5-year period)
From Mosh Pits to Muscle-Ups
But here’s where it gets even more interesting.
We compared the search interest in these fitness events to that of some of the UK’s most iconic music festivals. And while festivals still pull impressive numbers, the gap is closing - fast.
Here’s the average monthly UK search volume in 2025 so far (Jan–Aug):
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HYROX: 165,500
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Wireless Festival: 154,000
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Glastonbury Festival: 150,000
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Reading Festival: 138,000
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Turf Games: 3,750
- Deadly Dozen: 3,800
HYROX alone is now pulling more monthly interest than Glastonbury, arguably the UK’s most iconic festival. That’s not a fluke. It’s a signal.
People are looking for something different. Something they can take part in. Something that makes them feel alive the next day, not just during it.
From Solo Workouts to Social Rituals
Fitness events aren’t just growing; they’re evolving. They’re no longer simple races or gym-floor competitions. They’re immersive, high-production, community-first experiences. Think DJs, branded hydration stations, crowd-hyped participation, and post-race hangouts with more smoothies than pints.
And that makes sense. Today’s fitness crowd isn’t just showing up to sweat; they’re showing up to connect. Whether it’s team-based workouts, post-event socials, or training meet-ups beforehand, these events have become a new kind of social calendar.
You don’t need to be an athlete to see the appeal:
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Clear goals
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Personal progress
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Real-world community
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And, yes, Instagrammable medals
It’s challenge-meets-lifestyle. Effort meets identity.
Even the UK's broader fitness industry reflects this shift. According to the UK Health & Fitness Market Report, gym membership rose 6.1% in 2024, reaching 11.5 million members, while revenue grew 8.8% to £5.7 billion. Gym access is becoming a lifestyle essential, not a luxury.
A Shift in Priorities
This isn’t just about a fitter population; it’s about how people want to experience movement. The Active Lives Survey found that 904,000 more adults joined group fitness activities last year, raising the national activity rate to 63.7%.
Events like HYROX tap directly into that group energy. They’re not just finish lines; they’re shared milestones. In fact, the 2025 Mass Participation Pulse Report shows a clear trend: more women participating, more first-time competitors entering, and more younger people embracing fitness events as their new nights out.
It’s no surprise that in a world that often feels chaotic, people are turning to activities that help them feel more in control, physically, mentally, and socially.
Where once people might have looked to nights out for release, now they look to fitness for a reset. It’s about feeling something, proving something, doing something for yourself. And the best part? You don’t need to abandon your social life for it; these events are the social life.
It’s also worth noting that fitness continues to thrive even in a cost-of-living crisis. According to PureGym’s UK Fitness Report, 48% of UK adults are now exercising regularly, a 3% year-on-year increase, despite financial pressures. When people are choosing where to spend, they’re choosing movement.
The Part Most People Skip? Recovery.
Whether you're planning your first HYROX or aiming for a new PB in 2026, don’t forget the bit that most people leave out: looking after yourself after the finish line.
Humans Against a vegan-friendly food supplement, packed with 24 plant extracts, vitamins, minerals and amino acids, designed to support hydration, energy levels and natural recovery.
It fits in your gym bag, works with your schedule, and gives your body the support it needs to feel good, not just go hard.
