Spartan Race has announced the acquisition of an exclusive option to acquire Tough Mudder’s UK, Canadian and German events. This move is seen as the first step in an effort to bring together a complete merger of the two international obstacle course race leaders.
Spartan notes that ‘Tough Mudder associates and participants in the UK, Germany and Canada will be able to continue on with their Tough Mudder adventure.’ Tough Mudder events in the initial target countries would continue to be operated by the same teams and under the same brand, to become a 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 & CEO. “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.”
Under Spartan ownership, Tough Mudder UK, Canada and Germany races and events would focus on ‘teamwork-based non-competitive festival events, leaving the competition to the Spartan side of the business.’
Spartan 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 in the coming days.
“I look forward to creating a lasting partnership with Will and Guy [at Tough Mudder] 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.”