This week, John and Adam sit down with Mark, founder of ATHX Games.

Mark shares his journey from running an event for a supplement company to the spark that inspired NFG, and how that eventually evolved into ATHX. We dig into what it means to build a brand in the hybrid fitness space, how ATHX differentiates from the competition, and the challenge of staying credible for podium athletes while remaining genuinely accessible for first-timers.

We talk about the recent Miami event, where athletes from CrossFit and Hyrox backgrounds competed head to head, and Mark's vision for ATHX as a proving ground where different training methodologies can stack up against each other. He breaks down the strategic thinking behind scaling from a handful of European events to eleven-plus in a single year, the operational model making that possible, and what a move into the US market might look like.

The conversation also covers ATHX's four-year global partnership with Adidas — how supportive they've been, their intent behind the deal, and their growing involvement in fitness competitions and fitness racing. We explore the expanding affiliate model and how ATHX supports its gym network, plus the Uptivo partnership and the AI-driven data insights competitors can take away from every event to feed directly into their training.

A brilliant conversation packed with insight into what it really takes to build and scale a global fitness event from the ground up.

Compete in an ATHX event: https://athxgames.com/

The Progm at https://www.instagram.com/theprogrm/

Please share feedback and questions to: [email protected]

Video version: https://www.youtube.com/@TheProgrmAcademy/streams

Come and join us live Mondays at 6pm GMT 7PM CET on the above link.

We  have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal.  Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

The Progm at https://www.instagram.com/theprogrm/

The Progm at https://www.instagram.com/theprogrm/

Please share feedback and questions to: [email protected]

Video version: https://www.youtube.com/@TheProgrmAcademy/streams

Come and join us live Mondays at 6pm GMT 7PM CET on the above link.

We  have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal.  Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

The Progm at https://www.instagram.com/theprogrm/

The Progm at https://www.instagram.com/theprogrm/

Please share feedback and questions to: [email protected]

Video version: https://www.youtube.com/@TheProgrmAcademy/streams

Come and join us live Mondays at 6pm GMT 7PM CET on the above link.

We  have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal.  Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

The Progm at https://www.instagram.com/theprogrm/

The Progm at https://www.instagram.com/theprogrm/

Please share feedback and questions to: [email protected]

Video version: https://www.youtube.com/@TheProgrmAcademy/streams

Come and join us live Mondays at 6pm GMT 7PM CET on the above link.

We  have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal.  Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

The Progm at https://www.instagram.com/theprogrm/

The Progm at https://www.instagram.com/theprogrm/

Please share feedback and questions to: [email protected]

Video version: https://www.youtube.com/@TheProgrmAcademy/streams

Come and join us live Mondays at 6pm GMT 7PM CET on the above link.

We  have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal.  Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

The Progm at https://www.instagram.com/theprogrm/

This week, John and Adam sit down with Daniel Williams, founder of WIT and The Fifth.

Dan shares his journey through CrossFit and how it shaped not only his training philosophy, but his entrepreneurial path. From spotting a gap in the market to building WIT into the leading functional fitness apparel retailer, we discuss the standout moments along the way, the key lessons learned, and the new direction WIT is taking as it evolves.

We explore how the fitness and apparel landscape has shifted over the years — from the early days of functional training to the global force it is today — and what it takes to adapt and stay ahead in a fast-moving industry.

Dan reflects on the highlights so far, the mindset behind building in performance-driven spaces, and what he’s learned from navigating change.

The conversation also dives into his latest project, The Fifth, a performance-led workspace shaped by training and ambition. A space designed for people who take their fitness seriously and want that same focus reflected in their work and environment. Somewhere to train, work, and connect with others operating at a high level.

A conversation about evolution, ambition, and building brands and spaces, with intent.

We  have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal.  Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

The Progm at https://www.instagram.com/theprogrm/

The Progm at https://www.instagram.com/theprogrm/

Please share feedback and questions to: [email protected]

Video version: https://www.youtube.com/@TheProgrmAcademy/streams

Come and join us live Mondays at 6pm GMT 7PM CET on the above link.

We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. 

Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

We  have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal.  Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

The Progm at https://www.instagram.com/theprogrm/

This week, John and Adam sit down with Alex Dunne from Concept2.

Alex walks us through the history of Concept2, from its roots in innovative rowing oars to becoming a global gold standard in training machines found in gyms, boxes, and training centres worldwide.

We explore Concept2’s ethos around product design, what inspires their approach to innovation, and how a relentless focus on performance and durability led to the development of the RowErg, BikeErg, and StrengthErg.

The conversation dives into how Concept2 continues to innovate within rowing ergs, why building products that last has always been non-negotiable, and what sets their machines apart in a crowded fitness market.

Alex also answers some questions regarding techniques on the ergs and if it is possible to game it to get some sneaky advantages.

If you've used a C2 machine, there is something for you in this week's episode.

We  have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal.  Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

The Progm at https://www.instagram.com/theprogrm/

This week, John and Adam react to the confirmation of the Rogue Invitational location and discuss what it means for athletes, fans, and why Nando’s might need to stock up on chicken. They break down why the location matters and how it could influence preparation, logistics, and travel for those aiming to compete.

They also unpack the latest Mayhem Classic invites, looking at which athletes accepted, who declined, and what those decisions might reveal about individual season strategies. Finally, they provide a fresh Open registration update, examining how numbers are tracking as we get closer to the first workout.

The Progm at https://www.instagram.com/theprogrm/

Please share feedback and questions to: [email protected]

Video version: https://www.youtube.com/@TheProgrmAcademy/streams

Come and join us live Mondays at 6pm GMT 7PM CET on the above link.

We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. 

Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

We  have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal.  Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

The Progm at https://www.instagram.com/theprogrm/

This week, John and Adam break down the Open registration numbers so far and share their predictions on where final sign-ups might land as the deadline approaches. They discuss what the early data tells us about participation trends and how it compares to previous seasons.

They also dig into the newly confirmed Semi Finals and WFP calendar, looking at how the schedule shapes the competitive year ahead and what it means for athletes at different stages of the pathway. They touch on the newly announced WFP prize money and how that could influence competition selection and season planning this year.

The Progm at https://www.instagram.com/theprogrm/

Please share feedback and questions to: [email protected]

Video version: https://www.youtube.com/live/TvRZeXN3yeo?si=bv4JoN60IjA7iPzY

We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

We  have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal.  Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

The Progm at https://www.instagram.com/theprogrm/