NXT HOUSE 2024
SCENARIO
Hyrox is a rapidly growing fitness modality worldwide, with a reported annual growth rate of 260% and over 5,000 affiliated training clubs globally. The sport attracts enthusiasts from diverse disciplines—especially CrossFit, weight training, and running—making it a unique bridge between endurance and functional fitness.
In 2024, Arena Cross 011 took the initiative to become the first official Hyrox space in Brazil, positioning itself at the forefront of this fitness revolution.
CHALLENGE
Arena 011's visual identity was strongly associated with CrossFit, which often intimidated potential clients due to the complexity of its movements. With the arrival of Hyrox in Brazil, there was a need to create a new name and visual identity that would position the space as welcoming yet challenging for athletes of all levels.
SOLUTION
We developed the name NXT HOUSE (a reduction of "NEXT HOUSE") to convey the idea of a fresh, forward-thinking, and innovative space, while remaining approachable and inclusive. The visual identity, with arrows derived from the "X" in NXT, symbolizes movement and action. The inclusion of "HOUSE" in the name reinforces the concept of a comfortable and familiar environment, creating an inviting space for fitness enthusiasts of all levels.
Client
“Our goal is to bring Hyrox to Brazil and be recognized as a reference in the country”
Client
“We want to be an inclusive and inviting space”
