By this point everyone knows someone who has taken part in a Tough Mudder — or similar style — event. It allows weekend warriors to go out and test their meddle against all different types of obstacles and increases the fitness of everyone involved through training and competition. Now Tough Mudder is expanding in multiple ways.
Last week Tough Mudder announced two new partnerships with IMG and Seroja to expand its events in Asia and the Middle East. Through this partnership, Tough Mudder will be able to increase its global reach and gain more participants around the globe. As more people get involved, Tough Mudder and its partners will be able to expand their reach and have new and exciting events.
Tough Mudder is also extending its reach through digital media. Recently Tough Mudder streamed a competition in Los Angeles as well as made it available via Facebook Live. The stream was watched by over 2 million fans and reached more than 8 million people via Facebook. That is an audience any sport would be happy to garner.
Streaming continues to be a way brands can connect with its fans and Tough Mudder relies on the community its built to be successful. This just proves that the community built is so ingrained in the Tough Mudder culture that it not only wants to partake in events but watch them as well.
As media continues to splinter, Tough Mudder events — as well as CrossFit games, and other fitness competitions and challenges — could be a way for advertising partners to reach new demographics. With its international expansion and digital reach, Tough Mudder is set to grow even larger.
Michael Colangelo is Managing Editor of The Fields of Green and Assistant Director at the USC Sports Business Institute.