The first Tough Mudder was held on Sunday,
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One reason Tough Mudder didn’t is that it found the sweet spot between tough and accessible. As Patterson puts it, "You don’t have to quit your job or dump your girlfriend to train full time." The biggest draw,
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According to Patterson, the next frontier in obstacles is probably psychological. "One we’re thinking of is called Dark Lightning it’s like the Electric Eel but in a completely black space, so you can’t see where the wires are. Or we’ll have mileage markers,
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Tough Mudder’s organizers also constantly point out that it’s "not a race but a challenge." The event stresses cooperation,
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The second thing they’ve done well is sell themselves. The company has grown in organic fashion, with three fourths of new business coming by word of mouth. Almost all their marketing is done via social media YouTube videos,
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As a result, the company has grown exponentially. In 2010, Tough Mudder staged three events and earned around $2 million. This year,
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Meanwhile, that initial $20,000 that Dean and Livingstone invested is all the seed money the company has ever had. They’ve never tried to raise outside money; they’ve never even needed to. As a result, all profits are theirs,
Welcome To Buy Nike Blazer Outlet For You To Choose. Buy Now., 50 50. And with $70 million in revenue this year and overhead that basically consists of plywood, straw, and nails they must be making just absurd amounts of cash. "We clearly can’t keep doubling in size," Dean says. "It’s unsustainable." He sees it topping out at around 50 events here, with maybe a million participants. "But,
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Run for Your Lives, founded in Baltimore, is a "zombie infested" 5 K obstacle course where participants try to get to the finish line before being "eaten." It started last year and has already spread to a dozen cities and towns. "Twelve thousand people at their first event," marvels Dean. "Amazing. And just to be chased by zombies. We think we don’t have any costs we still have to build obstacles. They’re just like, ‘Hey! Who wants to play tag?’"

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