Christian Toetzke: Work is My Life

Christian Toetzke, CEO of Hyrox, has come full circle in his career. From founding and selling a cycling event company to working within corporate environments, he has now returned to his entrepreneurial roots.

Today, he is focused on building Hyrox into one of the world’s premier mass-participation sports brands. Hyrox challenges participants through a combination of eight 1km runs, interspersed with demanding workouts like weighted sled pushes, rowing, and sandbag lunges.

At 56, Toetzke, who co-founded Hyrox alongside former Olympic field hockey athlete Moritz Fürste, is clear about why Hyrox had to start as a small, independent venture.

"Big ideas don’t come from big corporations," he explains. He believes the long decision-making processes and rigid structures of large corporations stifle innovation.

For Toetzke, the challenge of building something from scratch resonates deeply with his personal work ethic. “Waking up with nothing to do? That’s just not for me,” he states.

From Entrepreneurship to Corporate Life and Back Again

After finishing university in Germany, Toetzke briefly worked at an advertising agency but left within six months to launch a new cycling event concept, often dubbed the “marathon on wheels.”

Despite having no prior experience, his idea of closing roads for a professional and amateur race turned into a massive success. Twelve years later, in 2007, he sold his company to a French media conglomerate, entering the corporate world as part of the contractual agreement.

Over the next several years, the division was sold to new owners, including China’s Wanda Group. While he appreciated the resources and global reach of large firms, Toetzke eventually left corporate life, reaffirming his preference for entrepreneurship.

"One invaluable lesson corporate life taught me was how powerful access to capital can be," he shares. His years in the industry also gave him the opportunity to study global sports events, an experience that proved instrumental in shaping Hyrox.

Creating the “Perfect Company”

For Hyrox, Toetzke set out to design what he considers the “perfect company.” His formula includes three main principles:

1. Single Focus: Hyrox is dedicated to growing its one brand and product. Despite suggestions to diversify into other fitness areas, Toetzke has resisted, staying true to the company’s core mission.
   
   
2. Lean Structure: Instead of bloating the company with junior roles, Toetzke prioritizes a small but highly experienced team. He believes senior experts provide greater value without slowing down operations. "Experts should be dedicating their time to growing the company, not managing junior employees."
   
   
3. Technology as a Tool: Toetzke takes advantage of technology to maintain efficiency. Tools such as Pleo for expense management, monday.com for operations, and communication platforms like Slack reduce the need for extra administrative support.
   
   

This lean, tech-driven approach benefits employees as well. “Fewer staff mean higher salaries and better motivation,” he notes. It’s a structure aimed at smart, sustainable growth rather than sheer expansion.

Learning from Mistakes

While his approach has helped Hyrox thrive, Toetzke admits to underestimating the complexities of launching in the U.S. Initially, Hyrox tried to manage events in multiple cities, such as Los Angeles, Dallas, and Chicago, from a single New York office.

"We assumed the entire U.S. market would recognize Hyrox immediately after a New York event," he recalls.

They soon realized the U.S. operates more like 51 individual markets, with each state requiring dedicated resources and local focus. This miscalculation slowed their growth compared to their European success.

Work as Joy, Not Work

Toetzke reflects on how financial independence after his first company’s sale allowed him the freedom to redefine how he works. “Retirement? I don’t see the appeal.

Work is my life and hobby; it energizes me,” he explains. Without the financial pressure to work, he is free to operate at his own pace while fully engaging in his passions.

For Toetzke, success isn’t about accumulating wealth. "Success is loving your job, making decisions with a supportive team, and creating something that genuinely excites people," he says. Creating experiences, not simply making money, has always been his primary motivation.

Inspiring Leadership Culture at Hyrox

Toetzke’s vision for Hyrox’s workplace culture draws inspiration from tech giants like Google. “They support every aspect of their employees’ lives so they can focus on work,” he says.

While Hyrox might not offer perks like on-campus kindergartens, it does provide subsidized healthy meals and gym memberships to enhance employee well-being.

Interestingly, Hyrox avoids fixed desks to encourage interaction and collaboration but insists on employees coming into the office, emphasizing the value of social connection.

“Working remotely goes against human nature,” asserts Toetzke. While Hyrox employees enjoy flexible hours, direct engagement remains an essential part of the company’s dynamic.

Influences and Future Vision

Two books have had a profound influence on Toetzke’s leadership style. Nassim Nicholas Taleb’s The Black Swan shaped his understanding of unpredictability and risk, while Yuval Noah Harari’s 21 Lessons for the 21st Century (mistakenly referred to as Nexus) has inspired his perspective on communication and truth.

Toetzke believes Harari’s work will drive changes in how Hyrox communicates both internally and with its customer community, emphasizing authenticity and transparency.

The Path Ahead

Although Toetzke has no immediate plans to step aside, succession planning is in place, with co-founder Moritz Fürste prepared to take over the reins when the time is right.

For now, Toetzke remains firmly engaged in expanding Hyrox globally. “If I start seeing work as a burden, then I’ll know it’s time to step back,” he reflects.

For Toetzke, creating and growing Hyrox is more than just a career. It’s a passion deeply intertwined with his identity.

As long as he continues to find joy in the process, he sees no reason to stop building something that keeps him inspired, energized, and, ultimately, fulfilled.

Source: bigthink

The opinions shared in the GymNation blog articles are solely those of the respective authors and may not represent the perspectives of GymNation or any member of the GymNation team.