Tough Mudder Teams Up with IMG and Seroja to Expand into Asia and the Middle East

Tough Mudder is also announcing the rapid expansion of its newest event series, Tough Mudder Half, to meet high demand from runners and outdoor enthusiasts who have been attracted to the series as an entry point to the world of mud runs and obstacle course challenges. Additionally, Tough Mudder has signed new partnerships with prominent brands including Microsoft Band, Snapchat and Livestream, with Microsoft Band becoming the Official Smartwatch and Fitness Tracker Partner of Tough Mudder for its 2016 season in the US, Canada, UK and Australia.

Event Licensing Partnerships Grow Tough Mudder's Global Tribe

The multi-year partnership with IMG marks the first time that Tough Mudder has licensed its signature team-based challenges to multiple new markets globally. IMG's Tough Mudder events are planned for China and United Arab Emirates in Q4 2016, to be followed in 2017 and beyond with events in regions including Japan, Singapore and South Korea.

IMG owns, operates and/or commercially represents more than 800 events around the world each year, more than 50 of which are mass participation-focused, including triathlons and a number of themed runs. Individuals can now register their interest for 2016 Tough Mudder events in China via www.toughmudderchina.cn and in the UAE via www.toughmudder.ae.

"We are excited to be working with Tough Mudder, a leading brand that has captured the public's interest with its unique offering," said Sam Zussman, Global Head of Events for IMG. "IMG's global reach and expertise in mass participation and experience hosting leading events in Asia and the Middle East will extend the Tough Mudder challenge to an entirely new audience."

To bring the event to the Indonesian market, Tough Mudder has partnered with market entry specialist Seroja Partners, an advisory practice based in Jakarta, Indonesia that helps develop and launch businesses in media and technology across Southeast Asian markets. The first Indonesian event will take place in Bali on October 1 & 2. Registration for the event opens this week at www.toughmudder.id.

As part of the license agreements, both IMG and Seroja will add to Tough Mudder's portfolio of international sponsors as they sign partners for their events in Asia and the Middle East.

"We are proud to partner with Tough Mudder to launch the first Asian Tough Mudder event in Indonesia. Tough Mudder is entering the Southeast Asian market at an opportune time as there is a strong demand for this type of event but limited options are available. We are truly excited to expand the Tough Mudder franchise in one of the most dynamic parts of the world," said Ridzki Syahputera, a Partner at Seroja.

"With IMG and Seroja, Tough Mudder has aligned with two great partners to introduce those in the Asian and Middle Eastern markets to the challenge and exhilaration of completing a Tough Mudder," said Will Dean, Founder and Chief Executive Officer of Tough Mudder. "Our events have already united millions around the world seeking a more engaging form of active entertainment, and our new partners' expertise in delivering world-class events will ensure participants around the globe receive the same unparalleled experience that has made Tough Mudder the must-do event for runners, outdoor enthusiasts and weekend warriors alike."                  

These partnerships follow the success of Tough Mudder's first licensed event – hosted in Mexico in March 2016 – which attracted more than 5,000 attendees and ten sponsors. Tough Mudder will also hold its first licensed event in Ireland on July 9 & 10, 2016.

This year, Tough Mudder Inc. and its licensees will host more than 120 events across ten countries, welcoming participants worldwide into a global community that lives courage, personal accomplishment, teamwork and fun.                                                                               

New Event Format Scales to Meet Demand

In response to overwhelming demand, Tough Mudder Inc. is adding 16 additional Tough Mudder Half events across three countries in the second half of 2016, more than doubling the ten already scheduled. Launched last November, the company's newest event series has since attracted tens of thousands of registrants, growing the vibrant community of Mudders as the company plans for larger and more inclusive event weekends.

Providing an accessible yet rewarding challenge, Tough Mudder Half is a five-mile event featuring over a dozen signature obstacles – but excluding the more extreme elements of the original Tough Mudder, like fire, ice and electricity. Tough Mudder Half joins the full-length Tough Mudder and the company's dedicated obstacle course for kids, Fruit Shoot Mini Mudder, providing a variety of options for athletes of all ages and abilities to challenge themselves. For those who want to experience the ultimate test of endurance and grit, the 24-hour World's Toughest Mudder challenge, presented by Cellucor, will be held in Las Vegas on November 12 & 13, 2016.

World-Renowned Corporations Align with the Tough Mudder Community

As Tough Mudder continues to expand its global footprint, a growing number of prominent brands are seizing the opportunity to authentically engage with a highly desired target demographic – Tough Mudder's average participant is a physically and socially active Millennial who holds a college degree and earns between $50-100k annually. Further, Tough Mudder reaches a highly engaged community of approximately six million and growing on social media, with more than 70.1M+ video views on YouTube.

As Tough Mudder's official wearable, Microsoft Band is working with Tough Mudder's official trainer, Kyle Railton – popularly known as "Coach" – to build custom Guided Workouts that help participants train for a Tough Mudder event. These will be available on the Microsoft Band and through the Microsoft Health app on Windows Phone, Android™ and iPhone®. In the UK, Microsoft Band is complementing Virgin Active Health Club's Tough Mudder training partnership by helping Mudders to track their training and preparation.

Through an official global partnership with fellow Brooklyn-based Livestream, a pioneer in live event broadcasting, and through the use of social streaming platforms such as Facebook Live and Periscope, Tough Mudder will be breaking new ground in the endurance event space by broadcasting inspiring stories and epic obstacle action live to millions of existing and aspiring Mudders around the world. Tough Mudder and Livestream will kick off the 2016 season by streaming the marquee Tough Mudder Los Angeles event on April 16th on toughmudder.com. Additionally, Snapchat will be covering the Tough Mudder Tahoe event on June 11^th via its popular Live Stories feature. Snapchat Live Stories are curated collections of user-submitted Snaps from an event or location – available for Snapchatters to view for around 24 hours and seen by millions.

In addition to Microsoft Band, Livestream and Snapchat, more than 20 of the world's leading brands have signed on as partners for the 2016 season, including the new global presenting partner Merrell, Old Spice, Shock Top, Cellucor, Volvic, Jeep, Britvic, L'il Critters, US Army, Virgin Active, Olympus and Bosch.

About Tough Mudder, Inc:

Founded in 2010 with the launch of the Tough Mudder event series of 10-12 mile military-style obstacle courses, Tough Mudder Inc. has since grown to include Tough Mudder Half, an obstacle challenge bringing the thrills of Tough Mudder to a 5-mile course; Mudderella, an obstacle course series created by women for women; Fruit Shoot Mini Mudder, a custom event for children ages 7-12; and World's Toughest Mudder, a grueling 24-hour endurance competition. The Tough Mudder family of brands is united by a commitment to promoting courage, personal accomplishment and teamwork through unconventional, life-changing experiences. With more than 2 million participants to date, Tough Mudder Inc. will put on more than 120 events worldwide in 2016. To join the conversation, follow Tough Mudder on Facebook at facebook.com/toughmudder, on Twitter @ToughMudder, and on Instagram @Tough_Mudder.

About IMG:

IMG is a global leader in sports, events, media and fashion, operating in more than 25 countries. The company represents and manages some of the world's greatest sports figures and fashion icons; stages hundreds of live events and branded entertainment experiences annually; and is one of the largest independent producers and distributors of sports media. IMG also specializes in sports training; league development; and marketing, media and licensing for brands, sports organizations and collegiate institutions. In 2014, IMG was acquired by WME, a leading global entertainment agency.

About Seroja:

Seroja Partners ("Seroja") is a technology and media focused holding company based in Jakarta, Indonesia. Seroja's businesses focus on the Southeast Asian market and operate in four primary verticals: technology and media advisory, online ticketing, digital media, and most recently, live events. Seroja's partnership with Tough Mudder is the first venture launched by its newly established live events segment, Live@Seroja.

Media Contacts:

For Tough Mudder: Jodi Kovacs, Communications Associate / [email protected] 
For IMG: Gary Double, VP, Corporate Communications / [email protected]  
For Seroja Partners: Direct media inquiries for Tough Mudder Indonesia to: Zeno Group, [email protected] / +6281323231504

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Photo - http://photos.prnewswire.com/prnh/20160411/354002

SOURCE Tough Mudder

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