Keith Barlow launched Xenom, the "Decathlon of Fitness", in February 2026. Less than eight months later, it is licensed by CrossFit and Hyrox's founders have invested in it.
One newcomer, coming from nowhere, with two of the biggest names in fitness wanting him to win. It may just be the fitness business strategy masterclass of…
Xenom has raised $15 million and calls itself the “decathlon of fitness”. That’s the headline but it’s not the most interesting thing about the latest addition to the competitive fitness calendar.
Xenom is a new global fitness competition designed to test all-round fitness across a standardised format. What really stands out is how Xenom founder…
Competitive fitness is moving towards structure. For years, the category has been defined by variation: different workouts, different formats, different interpretations of what “fitness” means. That has driven participation, but it has limited comparability and made it difficult to scale as a spectator sport.
Xenom is part of a new wave attempting to change that.…



