XENOM: The Dawn of Standardized Fitness and a $15 Million Bet on the “Decathlon of Fitness”
The competitive fitness world is bracing for impact. XENOM, a new stadium-scale competition series, has officially launched with a significant $15 million seed investment and a partnership with Rogue Fitness. Dubbed the “Decathlon of Fitness™,” XENOM aims to establish a consistent, global benchmark for competitive fitness – a departure from the often unpredictable nature of existing events.
A Fixed Format: Why Standardization Matters
Even as CrossFit competitions are known for their constantly varied challenges, XENOM is taking a different approach. The series will feature a fixed, 10-event format, allowing athletes to measure their progress year-over-year against a standardized global scale. This focus on repeatability and objective measurement could attract a wider range of athletes and sponsors, fostering greater consistency within the sport.
Financial Backing and Key Partnerships Fuel Growth
The $15 million seed funding, led by WndrCo (founded by Jeffrey Katzenberg and Sujay Jaswa), signals a strong belief in XENOM’s potential. WndrCo’s investment experience in consumer technology and building global brands suggests a long-term vision for the competition. Rogue Fitness’s role as the Foundational Partner and equipment supplier further solidifies XENOM’s infrastructure and commitment to quality.
Season 001: Launching in the US and Europe
XENOM’s first year, “Season 001,” will feature 11 competitions across the United States and Europe. The inaugural event will be held on June 27–28, 2026, at the Ford Center at The Star in Frisco, Texas – the Dallas Cowboys’ world headquarters and training facility. A second event is scheduled for London, UK, on August 29–30, 2026, coinciding with another fitness competition in Indianapolis.
Competition Details: Who Can Participate?
XENOM competitions will accommodate 2,000 athletes, competing as individuals or same-sex pairs. Three divisions – Elite, RX and Compete (scaled) – will cater to varying skill levels. Early bird registration fees are $500 for individual divisions and $900 (or $450 per person) for pairs.
Events Announced: A Glimpse of the Challenge
Three of the ten events have been revealed: a 1RM Snatch, a 3,000-meter run immediately followed by a 2,000-meter Ski, and a triplet of toes-to-bar, dual dumbbell hang snatch, and bar and ring muscle-ups (for the Elite division). The remaining seven events will be announced at a later date.
The Rise of Standardized Fitness: What Does It Mean for the Future?
XENOM’s emphasis on standardization could reshape the competitive fitness landscape. By providing a consistent benchmark, the series may attract athletes who prefer predictable training and objective evaluation. This approach could as well appeal to sponsors seeking measurable results and brand alignment.
Will XENOM Disrupt CrossFit’s Dominance?
XENOM has secured a license as an official CrossFit® Partner Event Series, indicating a collaborative, rather than purely competitive, relationship with CrossFit. However, the standardized format and large-scale events could draw athletes and audiences away from traditional CrossFit competitions. The success of XENOM will depend on its ability to build a strong community and deliver a compelling spectator experience.
FAQ
What is XENOM? XENOM is a new fitness competition series aiming to establish a global benchmark for competitive fitness with a fixed, 10-event format.
Who is backing XENOM? XENOM has received $15 million in seed funding led by WndrCo and has a partnership with Rogue Fitness.
Where will the first XENOM events be held? The first event will be in Frisco, Texas, and the second in London, UK.
How much does it cost to register? Early bird registration is $500 for individuals and $900 for pairs.
What are the divisions? There are three divisions: Elite, RX, and Compete (scaled).
Who founded XENOM? Keith Barlow founded XENOM.
To learn more about XENOM, visit their website or Instagram account.
