When a sport blows up, it always faces the same moment, can it grow without losing its edge?

Designer and creator Tatum Brandt joined Matt to talk about the future of fitness culture and whether HYROX’s rocket-ship growth can stay authentic as it moves from niche to mainstream.

They dig into how CrossFit, World Fitness Project, and new event leagues handle that tension between hype and staying power. The conversation moves through media, branding, and why storytelling may be the only thing that keeps a sport cool once everyone joins in.

Matt adds a Gen-X take on cultural cycles, fitness identity, and why we’re in a second great fitness boom that’s as much about community as competition.

Guest Links: Tatum Brandt

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