3 branding lessons from Tough Mudder

“Who the hell would want to put themselves through that pain and filth?” you might ask.

Believe it or not, more than 2 million people have slogged through Mudder events since Will Dean created the company in 2010, generating $100 million in annual revenue.

Here are three branding learnings from Tough Mudder: 1. Re-invent an existing business.

There were plenty of obstacle courses and outward-bound events around before Tough Mudder, in addition to loads of sporting challenges, such as marathons. The idea was not new. Will Dean re-invented the obstacle course.

“Tough Mudder puts camaraderie over finisher rankings and is not a timed race but a team challenge,” the website says. The idea is not who finishes first, but rather pulling together to get to the end, a spirit captured in “The Mudder Pledge”:

· I understand that Tough Mudder is not a race but a challenge.

· I put teamwork and camaraderie before my course time.

· I do not whine—kids whine.

· I help my fellow mudders complete the course.

· I overcome all fears.