Life Time is warming up.
Warm up. The health club operator is piloting competition-based fitness classes at its Minneapolis flagship, ahead of a larger roll-out.
With regional events leading to a national championship in the works, the inaugural LT Games will debut in October, aiming to create a new alternative to HYROX.
Blueprint. Founded in 2017, fitness race operator HYROX has grown to 80+ events across 30 countries, drawing 600K annual participants, with 1.5M projected in ’26. Forecasting $140M in revenue this year, its business spans races, sponsors, affiliate gyms, apparel, and equipment.
Built-in. While LT Games details remain limited, Life Time has the infrastructure to scale a competing series in-house. In addition to 179 clubs, it operates 30+ endurance events—like the Leadville Trail 100 and UNBOUND Gravel—attracting nearly 100K racers annually.
Full-stack. An integrated ecosystem, Life Time members can train in-club or via the LT Digital app, access labs and recovery through MIORA clinics, and shop for gear and supplements. The next layer, the LT Games would create a training and competition outlet for gym-goers.
Lifestyle. With visits and in-club spend already at record highs, Life Time sees competition as a community-enhancer. Like its expansion into pickleball and the acquisition of events like HPLT, the LT Games offer a retention tool, a marketing engine, and a shared experience, deepening engagement while driving growth.
Punchline: Still an unknown, the LT Games could be a big win and disruptive force. With infrastructure, reach, and a full-stack platform, Life Time could add sport-as-a-service to its athletic country club flywheel.
