How much would you pay to:
- Run through a field of electric wires which carry as much as 10,000 volts of electricity?
- Get covered by a dumpster load of iced water?
If you are one of the millions of fans who love a serving of dramatic obstacle courses with their workout, you are prepared to pay between $85 to $200 a time.
The obstacle race industry, comprising of Tough Mudder and competitors such as Spartan Race and Warrior dash is estimated to be worth $250m.
Part of the allure of the brand is the appeal to Facebook and Instagram loving men and women in their 20’s to early 30’s. Try searching #toughmudder on Instagram – you will find around 200k images of the participants as they battle through hair-raising obstacles.
Tough Muddler was founded in the US in 2010 by Will Dean. Part of it’s success is it’s appeal to the millions of Gen Y’s and below that grew up on a diet of Survivor and other types of reality shows and want their own slice of fame. It’s also appealing to the Corporate market as an alternative to the conventional team building activities, which also raises staff morale.
Part of the experience is purchasing the merchandise that promote your participation and your membership to the Tough Mudder ’Tribe’.
The fitness industry in general is very responsive to trends. Whether Tough Mudder stands the test of time will remain to be seen.
What we can learn from Tough Mudder:
- Respond to the currency of your audience (i.e: Social Media notoriety)
- Make it memorable
- Find your tribe or build your own. Love them hard.