We all know the Arnold Sports Festival (which includes the Arnold Classic) and Joe Weider's Fitness and Performance Weekend (which includes the Mr. Olympia) events. And it isn't often a new top-tier event comes along to rival them. In fact, it's unprecedented. But Dwayne "The Rock" Johnson and media-and-fitness impresario Dany Garcia are shaking up the fitness-festival world with a new event, Athleticon, set to debut in Atlanta on October 9-11, 2020.

Perhaps not surprisingly, given their Hollywood A-list pedigree, Johnson and Garcia aim to infuse new energy into fitness weekends built around physique competitions with a heightened focus on entertainment, including music performances, film premieres, dining, and even comedy. The weekend also promises to be inclusive, involving athletic and wellness angles, not just aesthetic contests.

There's something for everybody. The wide-ranging approach reflects individuals' broadening ranges of interests; these days, it's just as likely for an active person to rotate among strength training, yoga, and running as they are to be a single-sport athlete.

Athleticon has the potential to become a majorly huge new event and a chance for active people of all stripes to come together over common ground—and it looks like it's going to be a ton of fun.

Head to the Athleticon website or follow it on Instagram and Twitter to see how the festival develops and reserve your spot for the inaugural event!