3. WHAT IS TOUGH MUDDER?
Tough Mudder is an endurance event series of 16-18 km obstacle course consisting of
mud and obstacles.
The obstacles often play on common human fears.
Tough Mudder puts camaraderie over finisher rankings and is not a race but a team
challenge – no winner, no finisher medal and no clock to race against.
We are for anyone who has ever followed their gut, tried to defy gravity, chosen “dare”
over “truth,” taken risks and sought thrills. We are Tough Mudder.
5. HOW THE BRAND GOT STARTED ?
Designed and created by Will
Dean and Guy Livingstone in 2010.
It all started with a wacky idea,
a $300 website and a $20 Facebook
ad.
The main idea was to create a
disruptive product.
Developed an offline viral product.
6. Contd.
Partner with national brands.
A free-beer promo worth $100,000
of sponsorships got started.
Pre-registrations: Participants paid
$100 to $200 entrance fee ahead of
time.
Tough Mudder started making
money before it even built a single
barbed-wire obstacle.
11. SUSTAINING THE BRAND
Sustainable corporate culture: For all the fire-walking, mud-diving, and cliff-hanging
events , Livingstone, the CEO says he considers the company's sustainable company culture
to be "the most interesting part of what they do.
The company also launched Tough Mudder Ventures to invest in the ideas of staff
members.
The company offers various community building perks, including partnering with
Harvard Business School, a paid gym membership, an iPad, and participation in a
company-wide expedition to somewhere exotic.
Innovative Obstacles: A research team is built to receive public feedback and innovate
obstacles.
12. Contd.
Unique: One of a kind.
Online Shopping Portal: Sports wears for Men & Women, Hats, Accessories like
Mobile Covers, Coffee Mugs, Bands.
Charity: Tough Mudder supports a charity in each territory it holds events (usually
military-affiliated), and encourages participants to raise money to aid veterans.
Current charities supported include Wounded Warrior Project (United States),
Wounded Warriors (Canada), Help for Heroes (United Kingdom), and Soldier On
(Australia).