Vijay Andrews arrived in Singapore determined to compete again.
The 32-year-old Indian fitness coach had spent months recovering from an injury that kept him out of New Delhi's July Hyrox fitness competition. So when he learned there would be another edition in Singapore in November, he seized the opportunity.
"Singapore was geographically the closest country where a Hyrox was soon happening," Andrews said. "I love travelling and I love fitness, so it worked out very well for me."
He was one of more than 2,200 international competitors who came to the city state to take part in the event at Singapore Expo on November 30, joining thousands of others drawn to the global fitness phenomenon.
Organisers told This Week in Asia that around 10,400 people in total joined the event, the fifth to take place in Singapore.
Hyrox is a high-octane competition combining an indoor running race with functional workout stations. Since it debuted in Germany in 2017, it has quickly amassed a cult following, with events held in over 30 cities around the globe and tickets selling out quickly in popular markets such as Washington DC and London.
"I've been into fitness my whole life in some form or the other, such as bodybuilding or sports like cricket. Hyrox just got me excited and I wanted to challenge myself," Andrews said.
Singapore's ability to draw competitors like Andrews represents part of a wider shift as the city state positions itself as a hub for fitness tourism.
Analysts say the rising share of overseas participants at Hyrox and major running events signals how sports-led travel is becoming more important to Singapore's efforts to diversify its visitor appeal and build on the momentum of its concert boom.
Account manager Gazarasta Malibu, 27, who flew to Singapore from Indonesia for the Hyrox competition, said the time and money spent on his debut race "was totally worth it".
Malibu learned of the event after his peers and fitness internet personalities shared their experiences on social media. "I got into it because it combines running and functional strength training, which perfectly matches my current fitness routine," he told This Week in Asia.
"Hyrox is hard but you can train for it, it's definitely for everybody ... It's an inspirational event," he said.
Racing for tourists
After emerging as a premier concert destination with a high-profile line-up of shows in recent years, Singapore is now racing to achieve similar success with fitness events.
"We see rising global interest in sports events, including endurance and fitness competitions that motivate enthusiasts to travel and participate," said Lillian Chee, director of sports at the Singapore Tourism Board.
She said the growing number of international participants at Hyrox and the Standard Chartered Singapore Marathon underscored the country's appeal as a travel destination for fitness-led experiences.
Singapore's largest running event, the Standard Chartered Singapore Marathon, is expected to host more than 14,000 international participants this weekend.
According to Santoz Kumar, general manager of The Ironman Group, which organises the marathon, last year's event drew 13,000 participants from 84 nations, up from 8,000 runners from 70 countries in 2023.
Kumar attributed the growing momentum to Singapore's broader appeal as a holiday hotspot, offering runners the chance to combine sport with leisure.
A Hyrox spokesperson told This Week in Asia that Singapore was a "natural choice" for a race venue as the vast majority of citizens engage in fitness and sporting activities.
"As a major travel hub in Asia, Singapore is easily accessible from the region and beyond, making travel straightforward for athletes coming from overseas," the spokesperson added.
Australian competitor Lucy Kirwan-Hamilton, 24, who completed her eighth Hyrox race last weekend, said fitness and travel aspirations were becoming increasingly entwined.
"More people are travelling for fitness events because they want to better themselves," she said. "It's great to travel to places via doing races."
These races generate significant economic benefits and global branding value for Singapore, with spillover effects into other sectors such as hospitality, Chee said.
Hotels are starting to cash in on the fitness craze, establishing partnerships with event organisers and launching stay packages to attract travellers.
Hyatt, which announced its link up with Hyrox in the Asia-Pacific region in October, launched a staycation package that included discount rates for rooms and recovery activities such as yoga and stretching sessions.
Demand for the package "aligned with the broader rise of event-based travel" in the region, said Tammy Ng, vice-president of brand and marketing for Hyatt's Apac division, though she declined to disclose specific numbers.
The Westin Singapore offered a similar package in partnership with the Singapore Marathon.
Andrews said he spent about US$1,000 on his four-day trip, including flights and accommodation, and believed the experience was "worth every penny".
"Such events give people a purpose, and while preparing for them we build discipline and dedication that can be carried throughout life," he said.
Star power and social media
The exhibition halls of the Singapore Expo were jam-packed with both competitors and spectators at the recent Hyrox event, but most eyes were on Korean Netflix stars Kim Jae-hong, better known as Amotti, and Choi Seung-yeon as they sped through each stage of the competition.
The pair, who appeared in Physical Asia - a reality series featuring athletes from eight Asian countries competing in intense challenges - finished second in the mixed doubles category to loud cheers from spectators.
Celebrities have increasingly become fixtures at major fitness events as organisers tap star power to widen their reach.
Kumar said the Singapore Marathon had invited celebrities and internet personalities across several editions, including Korean actor Lee Jae-yeon, Malaysian singer-actor Alif Satar and Indian actor Milind Soman.
While celebrities and influencers help draw attention, the experiences of regular participants also play a significant role in driving the growth of these events, said Chen Lou, associate professor at the Wee Kim Wee School of Communication and Information at Nanyang Technological University.
On social media, the hashtag #hyroxsg has racked up over 11,300 posts, many featuring photographs of participants standing in front of a screen flashing their completion times with huge smiles on their faces. Others include content such as training videos, medal photos and post-race reflections.
"User-generated content can be catalysts for online and offline engagement for these events, as people may develop interest and a fear of missing out," Chen said.
After completing their races last weekend, Andrews, Malibu and Kirwan-Hamilton took to social media to chronicle their achievement with photographs showing them mid-race, sweat dripping and exertion visible.
Kirwan-Hamilton said: "My goal is to inspire and help others online ... I want to show everyone it's possible to achieve their goals."
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