Xenom

About Xenom

Xenom has launched as a global competitive fitness series, styling itself as the “Decathlon of Fitness” for CrossFit and functional fitness athletes. The company was founded in 2026 by Keith Barlow, a longtime CrossFit competitor and co-owner of the fitness-focused PR agency Fittest. Barlow serves as the CEO. The company aims to provide a standardized, measurable, and repeatable global benchmark for fitness that has been absent in the competitive landscape.

Xenom recently secured a significant $15 million in a seed funding round led by WndrCo, the investment firm managed by Jeffrey Katzenberg and Sujay Jaswa. This funding is intended to fuel the launch and expansion of its global competition series. The company operates on a model of hosting large-scale, two-day events in major venues worldwide. Its revenue is generated through athlete registration fees, with individual entry set at $500, and from spectator ticket sales.

The core of Xenom's service is a fixed 10-event competition format held over two days. This standardized structure is designed to test every aspect of athletic performance, from strength to gymnastics and aerobic capacity. Unlike other competitions where events change annually, Xenom's fixed format allows athletes to train for specific challenges and measure their progress against a consistent global standard year after year. The events are scored using a points-based index, similar to a decathlon, creating the Elite Performance Index, a global leaderboard where athletes can compare their performance. Athletes can compete as individuals or in same-sex pairs across three divisions: Elite, RX, and Compete, which are scaled to accommodate different experience levels. To enhance its credibility and reach within the community, Xenom holds a CrossFit Event Partner Series license and has partnered with Rogue Fitness as its official equipment supplier. The inaugural season plans for 11 events across the U.S. and Europe, starting at the Dallas Cowboys' headquarters in June 2026, followed by events in London, Miami, and Paris.