A big change will be coming in the endurance and obstacle racing industry as Spartan Race, Inc., has announced it has bought an option on Tough Mudder’s foreign events with efforts to complete Spartan’s acquisition of all the U.S-based events to be completed in the near future.
According to a Spartan news release, it is “the first step in an effort to bring together a complete merger of the two obstacle course racing leaders.”
Tough Mudder events in the UK, Germany and Canada will still be under the Tough Mudder brand and operated by the same time but it will be part of the larger Spartan family of brands and events.
“This is a goal we’ve had for some time,” said Joe De Sena, Spartan founder and chief executive officer. “Tough Mudder UK, Canada & Germany bring a unique experience and putting the success of the two together strengthens our global mission of getting 100 million people off the couch.”
Spartan and Tough Mudder, though different companies, have been the top two obstacle race organizers in the world through the past decade.
Tough Mudder promoted Kyle McLaughlin to its CEO position in July after recent forays to diversify the business and tweak their traditional events had left some fans disappointed. In a recent SportsTravel podcast, McLaughlin discussed where the organization has been and how Tough Mudder has survived where others have not.
“For us, I think we’ve always been comfortable with the value of the product and the experience we offer to our customers,” McLaughlin said on the podcast. “As the industry goes, consolidation is going to be natural. I think that’s what we’re seeing at the time being. But those who are delivering quality products and experiences will be the ones who have the staying power.”
Under Spartan ownership, Tough Mudder UK, Canada and Germany events would focus on teamwork-based, non-competitive events. Spartan says it will will continue to work with Tough Mudder’s founders, Will Dean and Guy Livingstone, to complete the acquisition and renewal of Tough Mudder’s US-based events and operations.
“I look forward to creating a lasting partnership with Will and Guy as we seek to complete the merger,” De Sena said. “I’m excited about the prospect of what we can do together, as one team.”