MAY 2025

Functional fitness - a growing trend

Functional fitness is experiencing a significant surge in popularity across Thailand, particularly in Bangkok, where it has evolved from a niche workout trend into a mainstream movement embraced by both locals, expats and international visitors. This rise is evident through the proliferation of specialised gyms, the hosting of large-scale competitions, and the integration of functional training into wellness tourism.

For decades traditional sports like swimming, cycling and running have topped popularity rankings. However, in recent years a new type of fitness activity has taken over and urban gyms have taken notice.

Functional fitness focuses on exercises that mimic everyday movements, improving strength, mobility, and endurance for daily activities. Driven in part by the popularity of crossfit, this type of functional fitness has since evolved and now come in various formats with gyms and wellness centers nationwide dedicating spaces to functional training, equipped with modern tools to meet this growing demand.

The functional fitness community in Bangkok is centered around gyms with loyal followings and participants express a strong sense of community engagement with their gyms. The number of events and competitions have also increased in recent years with the city becoming a hub for functional fitness expos and competitions that attract enthusiasts from around the globe.

Some notable events in 2025 include: BYD Hyrox Bangkok 2025, taking place at Bangkok International Trade & Exhibition Centre (BITEC) at the end of May; The Ultimate Fitness Force (TUFF) 2025 at ICONSIAM in June and REDLINE Fitness Games 2025 - Thailand, which takes place at Queen Sirikit National Convention Center (QSNCC) in early December.

The rise of functional fitness in Thailand can be attributed to several intertwined factors. First, Thailand’s established reputation as a global wellness destination has made it a magnet for tourists seeking holistic health experiences. At the same time, the demands of a fast-paced urban lifestyle, especially in cities like Bangkok, have pushed residents toward workout solutions that are both efficient and effective. Functional fitness, with its focus on practical movement and comprehensive health benefits, offers the kind of time-saving routines that busy professionals increasingly prefer.

Beyond the physical benefits, functional fitness also fosters a strong sense of community and social engagement. Group classes and fitness events create spaces for participants to connect, motivate one another, and build supportive networks, making the fitness journey not just about individual achievement but shared experiences and collective growth.

“Functional fitness is one of the fastest growing sports in Thailand and globally as practitioners realise the benefits of this type of strength and conditioning in their everyday lives. And the community and engagement we see in this industry is second to none,” said Roman Floesser, Managing Director, Sport Event Services International, the rights holder of REDLINE Fitness Games in Thailand.

Paul Poole (South East Asia) Co., Ltd. is an independent marketing consultancy based in Bangkok, Thailand specialising in commercial sponsorship and partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximising the relationship.

We have packaged, sold and managed sponsorship and partnership opportunities for a wide range of rights holders and worked with many of the world’s leading brands to source and engage the right sponsorships and partnerships for them to maximise.



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