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CrossFit LLC Isn't In Crisis. It's The Standard-Bearer

While rival concepts muscle in on its market, CrossFit LLC's current downturn is merely a symptom of its enduring legacy as the original standard bearer for competitive fitness.

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C4 Energy x The NBA: The Rise of Performance-First Partnerships

The NBA has named C4 Energy its official energy drink partner in Europe, marking a major step for the brand on one of sport’s biggest stages.

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Will The Enhanced Games Herald A New Era Of Optimisation?

A subversive trend is emerging ahead of the inaugural Enhanced Games with athletes declaring they will participate but abstain from taking permitted performance enhancing drugs (PEDs). What impact will this have on the next phase of human optimisation and longevity science? And how will this training culture war play out at grassroots level?

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The Decathlon of Fitness™ Is Here. XENOM Launches With A Statement Of Intent

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The Science Behind HYROX

HYROX has scaled at a pace few sports can boast of, drawing tens of thousands of athletes into identical race conditions across continents. That level of standardisation is rare and raises an inevitable question. What does this sport actually demand of the body?

Scotland Roars as Britain Rises at the Rogue Invitational

The Rogue Invitational 2025 returned to Aberdeen for a second year as UK CrossFit athletes Lucy Campbell and Harry Lightfoot delivered standout performances in front of a home crowd.

Inside the pliability x Hyperice Collaboration

How two leaders in movement and recovery are changing the way we prepare, perform, and restore.

Represent 247 Expands Its Women’s Collection with New Drop

Represent 247 expands its women’s line with five new pieces, perfect for hybrid, and cold-weather training.

HYROX Announces Update to Athlete Licensing System and Anti-Doping Standards

HYROX is introducing an update to the Athlete License System and Anti-Doping Standards that drives greater structure, accountability, and fair play.

Sports Direct’s Liverpool Flagship Is Redefining the High Street

Inside Sports Direct’s new 90,000 sq. ft Liverpool flagship - where sport, recovery and retail converge in a new era for the British high street.

From Rings To Riches: The Wearable Tech Boom of 2025

In the past six months, wearable technology has evolved from a fitness-obsessive niche product, to a global booming industry, attracting significant investments and reshaping the way we all approach our health and wellbeing.

Fashion vs Fitness : October Launches

October’s launches blur fashion and fitness, from skincare-infused wear to city-ready and performance-driven pieces.

Mintra Tilly on Building HYROX and Redefining Functional Fitness

Mintra Tilly, the creator of the HYROX race format, shares how her Hamburg upbringing, a deep-rooted drive for challenge, and years of trial and testing shaped the world’s fastest-growing fitness movement.

How To Build A Hybrid Fitness Movement Led By A Meme Committee

Inside the rise of ROXFIT, the huge deal they walked away from & the bet they’re making with V2.

Astaxanthin : The Antioxidant Powerhouse For Wellness

Discover "As-tu-zan-thin": the carotenoid powerhouse supporting skincare and supplement health.

Lucy Campbell: Rising Stronger

From the CrossFit Games to the surgeon’s table, Lucy Campbell’s story is one of grit, setback, and the relentless drive to come back better than ever.

Records, and Redemption: HYROX Elite 15 Season Kicks Off In Hamburg

HYROX returns to Hamburg, its maritime hometown, for the first Major of the 2025/26 season — a high-stakes opener set to shape the road to the World Championships.

PUMA Extends HYROX Partnership as Title Sponsor & Official Sportswear Partner

PUMA early-renews its partnership with HYROX through 2030, stepping in as title sponsor of the World Championships and expanding its roster of elite athletes

Your Start Wave Outfit for HYROX 2025

Gear up for the sport of fitness racing. This is our guide to the race-day apparel to boost your performance and look good doing it.

R.A.D® Steps Into AW With Camp R.A.D® and First-Ever Performance Apparel

R.A.D® is back with Camp R.A.D, a desert-bound reset that brings the brand’s first-ever performance apparel and bold new kicks.

BON CHARGE Launches Red Light Toothbrush for Oral Care

Red light therapy grows in UK: 21% of adults use it, rising to 46% under 35, according to new data from BON CHARGE.

“Figure Out Who You Are”: Khan Porter On ADHD, Competing & Building Balance

CrossFit Games athlete Khan Porter has been competing at the highest level for nearly a decade. But behind the podium finishes and highlight reels is a very different story.

Autumn Glow: Your Essential Guide to Skin, Body & Mind Wellness This Season

Autumn’s chill can dry skin, drain energy, and dampen spirits. Our guide to Skin, Body, and Mind rituals keeps you glowing, grounded, and energized all season.

Re-enter Sandman: The Fall And Rise Of Michael Sandbach

After a turbulent 24/25 season of injuries, hospital stays, and personal battles, Elite 15 HYROX athlete Michael Sandbach rebuilds with patience.

Cloudpulse Pro: On’s Most Advanced Strength Training Shoe Yet

From court to gym, On’s Cloudpulse Pro leads the FW’25 Training campaign.

Competitive Fitness Has Gone Mainstream

We’re sweating it out in the HYROX and hybrid racing boom - and it’s only gaining pace

Franchises: The Editorial Power-Up A Brand Needs To Grab

Campaigns fade; franchises build lasting brand loyalty.

What Paramount’s UFC Deal Means for Consumer Brands Everywhere

In the new age of the attention economy, sports rights values are surging and acquisitions are netting top dollar

The UK Has A Drinking Problem

Humantra’s Hydration Report reveals why water and electrolytes are the new wellness status.

HYROX Elevates Elite Competition with Anti-Doping Standards and Licenses

HYROX Expands it's athlete licensing program and anti doping controls for the 25/26 season

How Nutrition Turned Sweet

In the third wave of nutrition, flavour and cultural context reign supreme.

247 By Represent Unveils Their First Joint Male & Female Collection For FW25

Represent launches its first unified 247 drop for FW25 as its performance line rapidly grows.

Well.Being 2025 Unveils Its Visionary Digital Wellness Manifesto

A manifesto seeing wellness as a digital hub where fitness, tech, and culture shape the future.

12 Hours, One Mission: Represent 247’s Rivington Challenge

Represent 247’s “Mission Rivington” brought endurance, teamwork, and grit to life in a 12-hour ultra event, showcasing the brand’s DNA in action.

247 By Represent Launches Fitness Event: Mission Rivington

247 by Represent launches 247 Mission: Rivington - 12 hours of challenges in Bolton, stepping into performance experiences.

R.A.D® and Josh Bridges Drop Special Edition ONE V2

R.A.D® joins CrossFit legend Josh Bridges for a special ONE V2 drop, inspired by his “Pay the Man” mindset.

Shock Absorber Were Running Things At The 2025 London Marathon

Shock Absorber brought its SS25 Unshakeable campaign to life during London’s city-wide celebration of endurance.

How To Work Out In A Heatwave with Humantra

Charlie Wright, founder of Humantra, shares tips for staying hydrated and keeping safe under the UK sun, offering practical advice on how to protect yourself while enjoying the warmer weather.

How Mat Lock Is Turning HYROX Into An Olympic Hopeful

Mat Lock, HYROX Technical Director, is bringing the fitness race to the Olympics. We discussed his plans to evolve elite racing.

Well Good With Bon Charge

Enhance Your Health with Bon Charge, sharing stories and tips that inspire wellness and empower your daily life.

On The Blower With 247 Represent

Represent 247’s Head shares the brand’s vision, spotlighting stories that inspire athletes to perform and connect.

Why Brand Storytelling Matters

Not just a scroll-stopper - well.being shares stories from the world of fitness that inspire, connect, and last.