XENOM, “the Decathlon of Fitness,” launches in the UK this weekend at Olympia‘s Grand Hall, with elite CrossFit athletes including Sam Briggs and Kelly Friel competing over the August bank holiday.
The two-day competition, first launched at the Dallas Cowboys training facility in June, uses a points-based scoring system across 10 events, allowing amateur and elite athletes to compete on the same benchmark and compare results globally. XENOM has secured $15m in investment from DreamWorks co-founder Jeffrey Katzenberg and former Dropbox CFO Sujay Jaswa.
Keith Barlow, founder and CEO of XENOM, previously helped scale HYROX from 500 athletes to more than 1.6 million participants worldwide.
He said: “The functional fitness community in the UK and specifically London has exploded over the past decade, but there’s been no consistent way to benchmark progress or compare performance across different competitions. We’re providing that standard, a repeatable test that athletes can use to track improvement season after season.”
The competition will take place in Olympia’s Grand Hall, following the venue’s £1.3bn transformation into a wider events and hospitality destination.
Andy O’Sullivan, CEO of Olympia Events, said: “We’re delighted to welcome XENOM to Olympia and become the home of its London launch, bringing elite and aspiring athletes together for a new globally standardised competition in functional and hybrid fitness. Olympia is particularly well suited to high-performance fitness events, offering the scale and flexibility needed to create an ambitious competition environment.”
Athletes will compete for $10,000 in the Elite Individual divisions and $5,000 in the Elite Pairs divisions. XENOM’s 2026 schedule includes three events in Dallas, London and Miami, expanding to events in Malaga and Paris in early 2027.
