KTC Reports 300% Surge in HYROX Fitness Spending
Krungthai Card (KTC) reports a 300% year-on-year surge in member spending on HYROX race entries and tickets, reflecting a broader shift toward goal-oriented fitness in Thailand. Overall sports and fitness card spending rose 13% in 2026, with the fitness category alone growing 25%. Experts at a KTC event emphasized the rise of hybrid training, the need for balanced preparation, and the accessibility of HYROX for beginners.
KTC hosted the KTC FIT Talk 29 "READY BEFORE RACE: Fit Isn't Enough, You Must Be Ready" event with PUMA Sports (Thailand) and Fitness First Thailand to explore the HYROX and Hybrid Training trends gaining traction among health enthusiasts. This follows a shift in consumer behavior from general health exercise toward goal-oriented, measurable training.
Sirirat Khowanich, Executive Vice President of Credit Card Marketing at Krungthai Card Public Company Limited (KTC), revealed that from January to October 2026, the number of KTC members spending on HYROX-related race entries and spectator tickets worldwide via KTC credit cards jumped 300% compared to full-year 2025 data. For 2026, overall Sports & Fitness spending on KTC cards grew 13%, while the Fitness category alone surged 25%. This trend reflects that consumers no longer view exercise merely as a health activity but increasingly prioritize training to achieve specific goals — competition, performance improvement, and new experiences — driving spending expansion from gym memberships into coaching, sports equipment, nutrition, recovery, and related activities.
Nawin Chanjaroen, known as "Top," co-founder of the FRESH MONEY page and a credit-card deals community, shared his experience discovering HYROX through international content before deciding to compete in Thailand. He found the actual race demanded far more preparation than expected, sparking serious, ongoing training interest. He advised those starting exercise or preparing for competition to study their own bodies and consider fitness testing first, to set appropriate intensity, reduce overtraining risk, and keep exercise enjoyable and sustainable.
Waritsara Atchararuji, Head of Marketing at PUMA Sports (Thailand), said exercise behavior is shifting from single-modality training toward Hybrid Training: runners must add strength work, while weightlifters and functional-training enthusiasts must develop cardiovascular endurance. This requires sports products that support diverse movements. For HYROX beginners, high investment isn't necessary — just suitable shoes, workout apparel, and a mix of running with weights or functional training, progressively increasing load and readiness. HYROX's standardized eight-station format alternating with running allows systematic training planning.
Pakawan Supanichrat, National Health and Fitness Manager at Evolution Wellness (Thailand), operator of Fitness First Thailand, noted that exercising for health and training for competition have different goals. Key foundations include strength, cardiovascular fitness, mobility, and body composition. Those aiming to compete should add speed, agility, coordination, and periodized training based on the FITT principle. For HYROX, strength or running alone is insufficient; athletes must balance stamina and power, prioritize core, mobility, race pacing, nutrition, and recovery to stay race-ready throughout.
KTC also noted its KTC Sport Community, with approximately 14,000 followers, continues to grow.
