03/09/2026

LYFE THURSDAY | SEPT 3, 2026

FOLLOW

ON INSTAGRAM

22

Malaysian Paper

@thesundaily @t

M ALAYSIA’S first Hyrox event AirAsia Hyrox Kuala Lumpur, taking place from Dec 10 to 13, sold out almost immediately, attracting a reported waitlist of more than 16,000 people. At first glance, it looks like another global fitness trend arriving on Malaysian shores. But its popularity points to something much bigger. GrowthOps’ research found an audience already deep into active life that has implications for brands. More than one-third had attended gym or fitness classes in the past three months. A quarter had played racket sports or gone climbing and trekking. But almost none of it was organised. Only 12% had taken part in a formal race or event. And however people trained, they trained briefly: 63% spend three hours a week or less on sport and fitness – barely two sessions. Then Malaysia’s first Hyrox sold out in a day. Fitness races did not spark this behaviour, but they are giving it a finish line. Strava’s global data points the same way: Gen Z are 75% more likely than Gen X to say a race or an event is their main reason for training. For brands, the lesson extends far beyond fitness. The next generation of consumer engagement is to create experiences, communities and milestones that people genuinely want to participate in. Growing movement: Malaysians are already active Active life is a regular fixture for this audience, not an aspiration. Movement has become routine for a large share of this audience, through structured training, recreational sport and the outdoors. Yet only 12% had taken part in an organised race or event, which might tell us that the market was small before fitness racing arrived. But it does not tell us how many were waiting for it. Participation paradox Malaysians want healthier lives and intend to invest more in them. Despite growing interest in active lifestyles, commitment is where most people fall away. The drop-off tracks to how much an activity asks of you before you can start. 19% say casual sport and fitness does not apply to them, and by the time an activity requires equipment, the fall-off figure is 46%. For competitive events, it is 56%. Even among participants, the time

The rowing station at the recent Hyrox Bangkok.

Lure of social fitness

term routine on its own. Sustainable brand growth belongs to companies that identify and eliminate the exact friction points where consumer participation stalls. Three principles stand out: 0 Build reasons to return, not just reasons to buy Consumers do not lack motivation – they lack structure. They need meaningful reasons to keep showing up and the formats growing fastest are the ones that supply them. Club organised events grew 1.5× globally last year and hiking clubs 5.8×. Brands that help create recurring goals, rituals and milestones can build lasting consumer engagement – those focused on one-time purchases will not. 0 Design for participation, not expertise The greatest opportunity for brands to drive engagement lies with the consumers who want to get involved but have not yet taken the first step. Beginner-friendly experiences, welcoming communities and visible pathways for progress make participation feel achievable. Lowering barriers will not dilute the experience – instead it helps expand and enhance the community. 0 Reward progress, not perfection The strongest participation platforms celebrate consistency over performance. Whether it is a first workout, first hike, first race or first finish, recognising progress helps consumers build confidence and momentum. As achievements accumulate, they become part of consumers’ personal stories – and that is where lasting loyalty is created. This signals a shift in how brands create value. Success will belong to those that move past campaigns and into participation – building experiences that motivate, connect and reward over time. Where attention is fleeting, the greatest advantage lies simply in giving people a reason to return. This article is contributed by GrowthOps Asia.

o More people see appeal of working out, training together spent is modest. Around 63% of participants spend three hours or less each week on sports and fitness, while 59% spend three hours or less on outdoor leisure activities. On the previous measure, 29% had taken part in none of these activities at all in the past three months. Set action against intent. Malaysians report stronger plans to exercise more than almost any market surveyed. While there is no lack of ambition, in actuality the two hour week is what happens. When

layered with intentions to spend more time with family and friends, time becomes limited. But what if they could do both? The implication is that brands need not focus on convincing consumers that wellness matters. Consumers already believe that. The brand opportunity lies in creating experiences that feel meaningful enough to earn a place in people’s limited free time. The most successful participation platforms do not ask consumers to abandon what they already enjoy, but offer a shared purpose around their existing activities, bringing together people with different motivations, abilities and routines around a common goal. Rise of social wellness One of Hyrox’s greatest strengths is its

community. Consumers increasingly want wellness opportunities that are shared rather than solitary. Running clubs, hiking groups, cycling communities and strength classes all point the same trend – from exercising alone to participating together. For an audience with two hours a week, aside from the training, participation centres around if anyone notices you did not show up. Malaysians report stronger intentions to be active and to invest in themselves compared to global averages. Although intention is abundant, structure is scarce. There is a cost to low commitment. Among those polled, 17% had picked up an injury through casual sport in the previous three years, and around one in eight had an incident in a more equipment-intensive, competitive or endurance setting. Training in bursts around a crowded week is how that happens. Consequently, inconsistent participation not only is less effective, it carries a real risk of ending participation altogether. When something does go wrong, a meaningful share of participants will not adapt, but stop. Nearly a quarter said they would give up a casual sport after a setback, rising to 36% for competitive events. Herein lies the strongest argument to build a community. A club offers regularity, making training more enjoyable. The same Fomo that sells Hyrox out in one day is what gets someone to a Tuesday session they might skip otherwise. Consistency keeps people in the sport and community is the best way to earn it. How brands can keep up with pace Malaysians are actively seeking purpose, personal growth and community. However, initial enthusiasm rarely converts into long-

A participant attempts the sled push at the recent Hyrox Bangkok. – PICS FROM FACEBOOK @HYROXTHA