US-headquartered Spartan Race has secured an exclusive option to acquire endurance event series Tough Mudder’s UK, Canadian and German events.
US-based Tough Mudder welcomes more than 10,000 participants per event, equating to more than four million ticket-buyers since it launched in 2010.
Events will continue to be operated by the same team, under the same Tough Mudder brand.
“This is a goal we’ve had for some time,” said Spartan chief executive and founder Joe De Sena. “Tough Mudder UK, Canada, and 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.”
Under Spartan ownership, Tough Mudder UK, Canada, and Germany events will focus on teamwork-based, non-competitive festival events, while Spartan will handle competitions.
The US company will continue to work with Tough Mudder’s founders, Will Dean and Guy Livingstone, in efforts 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.
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