Tough Mudder, Inc. founder and CEO Will Dean announced that the company is in the process of securing capital investment, setting the stage for continued growth in 2019. As part of this, the company will spin off its thriving new fitness business, Tough Mudder Bootcamp, into a separate business enterprise from its traditional live event business in order to allow both businesses to more successfully navigate their respective categories.
Dean will continue to head the Bootcamp business while also supporting the live event side. Both businesses will remain privately held.
“This is absolutely the right strategic move for both businesses,” said Dean, who launched Tough Mudder in 2010. “Tough Mudder Bootcamp, with its fast-paced growth and high potential, will see the benefits of this capital infusion as we add franchising-specific talent to support the rapid growth, as well as creative license to capture its full potential. The live event business needs more diligent focus on cost and the kind of scaling benefits that come from being part of an event bundle.”
Dean also emphasized that all elements originally included as part of the Tough Mudder Bootcamp franchise business remain in place for owners, including the perpetual rights to all Tough Mudder branding; the ability to market directly to Tough Mudder event customers; the right to activate for free at all Tough Mudder events, and the right to sell Tough Mudder live event tickets, among other elements.
“Ultimately, this move will allow us the platform we’ve built in Tough Mudder Bootcamp to continue to build on the fantastic momentum already being generated, while we reinforce the strength of the live events and maintain their success with an infusion of new ideas,” said Dean.
The Tough Mudder Bootcamp fitness business saw record-breaking demand from prospective business owners in its first year of commercialization with nearly 60 units sold, numerous domestic markets already selling out and continuous international demand coming from investors. The business has opened its first two locations and is gearing up to open its third, in Houston, Texas currently.
The Tough Mudder event business saw significant participation growth in 2018, driven in large part by the success of its new, shorter distance Tough Mudder 5K events. The brand has also continued to invest in new and more challenging obstacles as part of its courses, and this week announced 10 new obstacles for its 2019 schedule.
This year, Tough Mudder, Inc. and its licensees hosted an unprecedented 150+ events across nearly a dozen countries, including the United States, the United Kingdom, Germany, Australia, United Arab Emirates, Canada and two new countries, South Africa and the Philippines, welcoming participants worldwide into a global community that embraces courage, personal accomplishment, teamwork and fun.
