It is now well known that a combined analysis of the Sunyaev-Zel'dovich (SZ
) effect and the X-ray emission observations can be used to determine the a
ngular diameter distance to galaxy clusters, from which the Hubble constant
is derived. Given that the SZ/X-ray Hubble constant is determined through
a geometrical description of clusters, the accuracy to which such distance
measurements can be made depends on how well one can describe intrinsic clu
ster shapes. Using the observed X-ray isophotal axial ratio distribution fo
r a sample of galaxy clusters, we discuss intrinsic cluster shapes and, in
particular, if clusters can be described by axisymmetric models, such as ob
late and prolate ellipsoids. These models are currently favoured when deter
mining the SZ/X-ray Hubble constant. We show that the current observational
data on the asphericity of galaxy clusters suggest that clusters are more
consistent with a prolate than with an oblate distribution. We address the
possibility that clusters are intrinsically triaxial by viewing triaxial el
lipsoids at random angles with the intrinsic axial ratios following an isot
ropic Gaussian distribution. We discuss implications of our results on curr
ent attempts at measuring the Hubble constant using galaxy clusters and sug
gest that an unbiased estimate of the Hubble constant, not fundamentally li
mited by projection effects, would eventually be possible with the SZ/X-ray
method.