Shelton Athletics added US$6,000 of HYROX revenue in 60 days, and I’ll tell you exactly how owner Lauren DiSessa did it.
No joke: The gym in Shelton, Connecticut, announced the addition of HYROX training in late January, launched the program in early February, and collected about $6,000 in new revenue in just two months.
The affiliation fee: about $150 a month.
That’s 19x ROI.
Here’s exactly how Lauren did it.
Shelton Athletics: Quick Profile
Shelton Athletics was born in 2019, and Lauren came on as a partner in 2021. She became sole owner in 2025.
The gym, about 1.5 hours from New York City, primarily serves an upper-middle-class market of 35-55-year-olds, with some 20-year-olds and 55-plus members.
Lauren’s average revenue per member (ARM) is strong: Her members pay about $195 a month for large group training or $349 every four weeks for small-group strength training three times a week.
Also on the menu: PT and semi-private training—very high-value services.
Adding HYROX
As a former CrossFit competitor, Lauren heard about HYROX early in 2025 and traveled to Las Vegas to do a race.
She was fired up to share HYROX with her clients, but an informal launch, limited market awareness at the time and an either/or choice between functional fitness and HYROX training on Saturdays at Shelton didn’t produce results, so she mothballed the program.
In 2026, with HYROX growing in popularity, Lauren re-launched the program with an announcement in late January and a free open-house workout in early February.
These dates were carefully selected to “catch the buzz” around the New York City and Boston HYROX races. (It worked: 90% of class attendees sign up for races, and Lauren has about 18 people ready to run in NYC in late May and early June).
The open-house stats:
- 50 people signed up.
- 40 showed up.
- 30% were existing members.
- 70% were from outside the gym (athletes from other commercial gyms ands garage gyms).
- Via high-speed QR code scans, she sold 13 packages at the open house and then followed up by text and email with all attendees.
The simple service: a dedicated HYROX class on Saturday at 7:30 a.m. with longer workouts in the range of 40 or 50 minutes. Lauren works hard to ensure the sessions are packed with the fun, energy and good vibes that make HYROX races a hit in the market.
At the time of her interview in mid-April, she had sold 30 packages, not including drop-ins, and 25-30 people attend each class.
Her pricing structure:
- Drop-in: $40 single session
- 5-packs: $30 per session ($150)
- 10-packs: $25 per session ($250)
Here’s the breakdown of Lauren’s $6,000 in 60 days:
- Pack sales: $4,000–$5,000
- Drop-ins: about $600
- Simulation races (included in packages) about every eight weeks with drop-in fees of $50 (solo) and $100 (doubles)
A really big deal: 60-70% of the people in these Saturday classes are new to the gym. A few have joined Shelton Athletics as full members, and Lauren is working to increase that number over the coming months.
She’s also considering adding another class to the schedule but is evaluating demand before scaling.
The Big Takeaways
Here’s what Lauren has done:
- Set up a fun, low-drag intake event that converts on the spot.
- Built in follow-up nurturing to generate more conversions.
- Added one class to the schedule, plus a few simulation events.
- Set a class fee of $25-$40, which is a great range for revenue per visit.
- Generated $3,000 a month vs. an affiliation fee of about $150.
- Attracted many new people to the gym.
Can you do the same thing?
Very likely
We have one gym owner who is using a scaled-up program to generate monthly HYROX revenue of $12,500. No kidding.
To generate great ROI on your $150 HYROX investment, you need the right plan.
I’ve got it for you.
To get “The Complete Guide to HYROX for Affiliation for Gym Owners,” send me a DM through our Gym Owners United group—then send me a DM down the line and let me know your ROI multiple!
