Xenom: The New Functional Fitness Competition Scaling Global Athletics

Xenom is a new functional fitness competition series designed to provide a standardized, premium athletic experience for fitness enthusiasts worldwide. Founded by Keith Barlow, the event blends CrossFit-style training with the high-production, repeatable format of Hyrox, featuring 10 distinct events over two days that test strength, endurance, and skill. The organization, which secured $15 million in seed funding led by WndrCo, plans to expand its global footprint following its inaugural event at the Ford Center in Frisco, Texas.

The Competition Format and Athletic Standards

Unlike traditional fitness competitions that may vary in structure, Xenom utilizes a standardized 10-event decathlon model. According to founder Keith Barlow, the goal is to offer a “hero moment” for participants, allowing them to compete in a high-production environment regardless of their background. The events are categorized into three divisions—Compete, Rx, and Elite—to accommodate different fitness levels, though all competitors perform the same movements. The curriculum includes movements common to functional fitness, such as snatching, air biking, rowing, and gymnastics-style movements like toes-to-bar and rope climbs.

The scoring system, referred to as the EPI system, tracks points across all 10 events rather than relying on a single time-based metric. This structure is designed to evaluate a broad spectrum of physical capacity, including power, work capacity, and recovery. Because the workouts remain consistent across events, athletes can track their performance improvements over time, similar to the model popularized by Hyrox.

Strategic Partnerships and Global Expansion

Xenom’s launch is supported by significant institutional backing and partnerships within the fitness industry. The $15 million seed round was led by WndrCo, the firm managed by DreamWorks co-founder Jeffrey Katzenberg and former Dropbox CEO Sujay Jaswa. The event has also established formal partnerships with industry staples such as Rogue as equipment provider, as well as coaching platforms PRVN and HWPO.

CrossFit LLC serves as a licensing partner, a move that distinguishes the two entities: CrossFit provides the training methodology, while Xenom acts as the competitive platform. Heather Lawrence Benedict, CrossFit’s senior director of sport operations, noted the distinction, clarifying that the two organizations serve different functions in the fitness ecosystem. Future events are currently slated for London, Miami, and Paris, with the company aiming for a capacity of approximately 2,000 competitors per event.

Market Positioning vs. The CrossFit Games

Xenom occupies a distinct space compared to the CrossFit Games. While the Games have 60 athletes advancing to the final stage in 2026, Xenom targets the broader community of serious fitness hobbyists. As Barlow noted, the CrossFit Games operate primarily as a spectator-focused model for elite professionals. By contrast, Xenom aims to capture the “mass-participation” segment, offering a large-scale event for individuals who train regularly but fall outside the elite professional tier.

However, the transition to a mass-participation model presents challenges. Some participants in the inaugural event noted that the technical requirements—such as heavy barbell lifts and advanced gymnastics—may be difficult for the average exerciser. Competitive feedback from athletes like Clay Hamilton, who competed in the Rx division, suggested that the Compete category may still present a high barrier to entry for casual practitioners.

Operational Feedback from the Inaugural Event

The first Xenom event in Frisco, Texas, received praise for its professional organization and attention to detail. Athletes reported that the event ran efficiently, with clear communication from judges and high-quality amenities. To assist with the transition to a kilograms-only loading system, organizers provided laminated, color-coded guides for plate identification, a move that helped reduce confusion on the competition floor.

Despite these successes, some friction points emerged. Feedback from competitors on platforms like Reddit indicated that the absence of a formal athlete meeting led to some uncertainty regarding movement standards. Additionally, the high volume of 10 intense events over two days was noted as a significant physical load. As the organization moves toward its next events in London and beyond, the ability to balance high-level athletic testing with the needs of a mass-participation audience remains the primary operational focus.