Tougher Mudder Championship Season – The Money Continues To Roll In

This morning, TMHQ announces even more money to their growing list of events with payouts. Tough Mudder which has always promoted teamwork and camaraderie first and foremost, (including very prominently in CEO Will Dean’s recent book release) is announcing additional dough to be won this year at their Tougher event series. It’s called, The Tougher Mudder Championship Series. 

For those that don’t know, Tougher Mudder is Mudder’s version of the “elite wave”. It’s the first wave of the day, athletes are chip timed, and there are penalties for failing obstacles. First one to the finish line wins. Anyone can enter once they pay an additional $20 fee on top of whatever they paid for the event. At the “regula” Tougher Mudder events, which were launched earlier this year, the payouts have been relatively small. Top men and women both take home $500 for first, $250 for second, and $100 for third. Money you will happily take home, but nothing one is going to get on a plane for.

The Tougher Mudder Championship Series begins with the “Regional Champioships” which payout nearly 4 X more. Men and women each win $2500 for first, $1000 for second and $500 for 3rd.

The World Championship pays $10k for 1st, $2,500 for 2nd, and $1000 for third.

The most interesting part of this series is not the payouts, but the timing. Rather than roll this concept out in 2018, Tough Mudder is launching it now. As in now, now. As in the first event is in less than a month.

Here are the dates and locations:

  • 10/7     Tougher Mudder East Championship at Tough Mudder Tri-State
  • 10/ 21  Tougher Mudder South Championship at Tough Mudder Carolinas
  • 10/28   Tougher Mudder West Championship at Tough Mudder Las Vegas
  • 11/4 – Tougher Mudder World Championship at Tough Mudder SoCal

In order to qualify for the World Championship, you must run in a Tougher at one of the 3 Regional Championships and finish in top 10. The other way is through a waiver application and list your athletic prowess for considerations. 

The obvious schedule conflicts for the most serious OCR athletes are the Spartan World Championships in Tahoe on September 30th, The OCR World Championships near Toronto, Canada on October 13th weekend, and of course World’s Toughest Mudder on November 11th.

Will the best in the business add any of these races to their training and racing schedule this late in the game to cash in? Or will this be a great opportunity for the athletes that hover in the 3rd-6th range at similar races to steal the show? As of press time, we had not reached any athletes to get confirmation on their attendance.

We also asked TMHW what the 2018 Toughest Championship Series will look like, and they told us it has yet to be set.

PS For a full accounting of all the money Tough Mudder events and dollars associated given out this year, we are confident Will Hicks and The World’s Toughest Podcast will have something up very soon.

OCR U Serious!?!?!?

OCR OCR OCR. I love it, you love it, but don’t you just want to say “Shut The Fuck Up” Sometimes?

We here at ORM do this stuff for a living, and even for us,  man it can just be the same ole same ole sometimes.

Here’s a list of things we never want to hear about again after 2017.

  1. Rise Of The Sufferfests: So we FINALLY got the movie last year. 3 years later than promised, and we had to pay for it again. Now, a new article. Yay. Enough Scott, give it a rest.
  2. Blind Pete: We get it, you are blind and you run races.
  3. Amelia Boone: If an OCR TV or web series doesn’t have Boone as an announcer, did it even happen?
  4. Running Spartan races: Hey! You got your 16th North American Trifecta. Hey, shut your trap!
  5. New Tough Mudder Series: The idea of the Tougher Mudder 5K was a legit joke we made for years. Next year, Tough Mudder Bubble is coming. I shit you not.
  6. The Obstacle Racing Media Podcast: 5 years of this guy in our ears.       Cool, stop now, while you are ahead.
  7. Matt B. Davis in general: Dude, seriously. Even your wife is sick of your social media posts.
  8. Sucking up to Adrian for OCRWC: Yes, I called him a visionary in 2014. He was, and is. You are still not getting a discount to that race. Ever. So stop.
  9. Fox and Friends: Apparently, you can promote your race on that show for $100 and some scratch offs.
  10. Why is there only 9. It’s our list, fuck you, we won’t do what you tell us.

Now, What’s your beef? Let us have it. (and if you say skipping burpees, we will sick Natale on you.)

 

 

 

PS No links on this article on purpose. Links are so 2016.

PS Cover Art By : Guess Who?

Tough Mudder CEO Will Dean writes “It Takes a Tribe”

In the tradition of CEOs penning their memoirs while their companies are still growing, the founder of Tough Mudder has written “It Takes a Tribe: Building the Tough Mudder Movement”  which outlines where the company came from, explains why it is such a success and hints at where it might go in the future.

These books can be a branding exercise – I know that I got handed more than one free copy of Zappos CEO Tony Hsieh’s “Delivering Happiness”, which combined the up-from-nothing story of his company with a manifesto about how and why his company was so great. It has never been clear to me who exactly is the intended audience of this genre: MBA students? Potential investors? Prospective mid-level employees? They tend to be an easy read and provide a polished PR version of the company and its origins, but the format can be predictable.

There is one clear audience for these books: superfans. If you love Tough Mudder, you will love reading about how it came to be. “It Takes a Tribe” provides the inside scoop on how Will Dean turned his idea into a successful brand, how he helped create an industry that had not existed before, and how he has changed the lives of many who have joined Mudder Nation.

Happily, I may be something of a Tough Mudder fanboy, so I thoroughly enjoyed this behind-the-scenes look at TM’s origin story. And since I am a fanboy, I had heard many of the stories before, but it was entertaining to hear them again, and it was good to get Dean’s spin on many of the company legends.

In particular, it was fascinating to get Dean’s version what I think of as OCR’s Original Sin, the controversy over Dean’s using the concepts developed at the Tough Guy race by its creator “Mr. Mouse” and applying them to the Harvard Business School project that later became Tough Mudder. For those not familiar with the story, you may wish to watch Rise of the Sufferfests by Scott Keneally (which you should watch regardless, as it is a great documentary). The outline of the story is that Dean observed the Tough Guy event, consulted with Mr. Mouse and then built on those ideas to create Tough Mudder. Mr. Mouse sued and Harvard took Dean to task for violating the “Harvard Business School Community Values of ‘honesty and integrity’ and ‘accountability’”(and yes, if you find the concept of Harvard Business School trying to shame one of its graduates over ethics to be comical, you are not alone).

I had heard this narrative in Keneally’s film and in other sources, but for the first time in “It Takes a Tribe,” I got to see Dean’s side of the story. His version is convincing, but more than that the reader learns about the personal toll the litigation took on Dean and his colleagues. Dean also gets the opportunity to snipe about Harvard Business School days and his shabby treatment by the school after he graduated.

Dean is the tall Englishman on the right.

On the one hand, Dean does not hold back about his opinions about Harvard and his fellow HBS students. Similarly, he is not silent about his opinions of his former employers at the British Foreign Office, where he had a brief career before moving to the US. On the other hand, he frequently cites his experiences at both institutions in this book and uses them to demonstrate lesson after lesson about how he has used those experiences to make Tough Mudder the company it has become.

Like all MBAs who become CEOs, he compares himself with other entrepreneurs he admires, mostly ones he has worked with over the years. Of course, every entrepreneur wants to be compared to Steve Jobs, who gets name checked in the book more than once. In reality, Dean’s counterpart is, instead, Bill Gates: driven by numbers, looking years down the road, but not as obviously a genius. Dean has worked hard and kept focus, and his company has made steady, relentless growth by careful analysis and cautious progress. The bright orange obstacles with the cheeky names are thoroughly tested, tweaked, and re-launched to maximize the challenge they offer and to keep the customers returning. A very MBA approach to numbers guides everything the company does, and its success might be a tribute to that Harvard Business School education that keeps Dean so conflicted.

There is an obvious companion to “It Takes a Tribe,” namely Spartan founder and CEO Joe De Sena’s book “Spartan Up!” In fact, a recent search on Amazon has the two books listed under “Frequently Bought Together.” The two books are good representations of both CEOs and both brands. Dean’s book involves less derring-do, fewer personal exploits, and less lecturing. “Spartan Up!” also glosses over Spartan’s own Original Sin, its treatment of early Spartan superstar Hobie Call.  Both books include profiles of people whose lives have been changed by taking part in these events, and those who love transformation stories will get their fill in either book.

As the two dominant brands in OCR grow, they appear to be coming closer together. Tough Mudder was founded as a challenge-not-a-race, but the past few years have seen the introduction of competitive events from Tough Mudder ready for TV broadcast. Likewise, the fiercely individual Spartan Races have been emphasizing the role of teamwork in their summer reality series Spartan Ultimate Team Challenge. Both brands have launched exercise classes, Tough Mudder Bootcamp and Spartan Strong. Both have major clothing sponsors and both are expanding overseas. While their offerings start to converge, having a book like “It Takes a Tribe” will be a useful way to remember how the two companies and their founders are profoundly different.

Check out Will Dean on our Obstacle Racing Media podcast here

Time to take the ORM Strava Group up a notch

Ready for some competition?

Summer is almost over, and with the back-to-school spirit in the air, it’s time to start getting some use out of the ORM Strava Group. Fabulous prizes will be forthcoming.

Wait, there’s a group for ORM fans on Strava? Why yes, yes there is. You can find it here, and join up while you’re at it.

Wait, what’s Strava?

Strava is a website and app that uses GPS to track athletic activity, and it shoehorns all that social-media goodness to foster competition. Mostly the healthy kind, and sometimes notIf you use some kind of GPS device to track your workouts, you can link that data to Strava and then feel inadequate about your performance when you compare it with others. Or rather, you can then see who else is running and riding and swimming on the same routes as you and compete with them virtually. Judging from the current members of the group, ORM’s readers come from around the world, and many of you spend a lot of time running, much of it on trails, but a surprising number of people run on tracks, which makes for satisfying oval maps.

How is this competition going to work?

I had hoped that we could get Strava to give us monthly totals, but it turns out that’s not something they do yet, so we’ll have a weekly competition once a month. I’ll post when the competition starts and ends. At the end, I’ll see who is in the lead, and the winner will be awarded a prize. What, exactly? Something out of the ORM swag bag, or perhaps even a free race entry. We’ll work something out. It will be totally worth it.

And how do we determine who is the winner?

You’re all winners in my eyes, of course, but each month I’ll use a different metric. Strava measures distance, speed, average pace and even elevation gain. To keep things fair, I’ll mix it up each time, and sometimes I’ll reward creativity: if you record a run that is particularly epic, or if you spell out “ORM” on your GPS map, that’s the sort of thing that will catch my eye.

When does this start?

September’s challenge will start on Monday, September 11th, and end on Monday, September 18th so you have time to download your grueling weekend endurance workouts. In the meantime, have fun, stay safe and keep posting those results.

See Spartan’s Joe De Sena in New York

 Joe Desena China

Joe De Sena (he’s the one on the right), the founder of Spartan Race, will be hosting a panel on fitness and nutrition in New York in late September, so if you’ve been aching to see the man in person, this is your chance. We even have a discount code we can offer. One caveat: while the press release we were sent doesn’t actually say that you will have to do burpees, I strongly suspect that this might happen. For more details, check below.:

Joe De Sena, Spartan Race founder and CEO,

 Hosts the Ultimate Fitness Break at

NYC’s Ad Week Leadership Event

This is the advertising and marketing industry’s largest annual event that attracts more than 100,000 agency, media and client/brand executives over five days in September.

Joe’s life-changing panel:

Spartan Fit: Taking Your Performance in Athletics & Life to the Next Level

Monday, September 25 at 10:15 AM

NewGen Stage at  Lucille’s
237 West 42nd Street, New York, NY

Joe will share his methods on how to become Spartan Fit:

How you can take your performance (both in athletics and in life) to the next level through better fitness and nutrition, along with tips to strengthen your mind as well as your body.

Joe will also lead attendees in an invigorating Spartan SGX workout (special workout clothes not required!)

Spartan hosts more than 1 million people annually at its obstacle races around the globe.

Spartan’s founder and CEO, Joe De Sena, is a life coach, fitness guru and adventure racing legend who completed the Badwater Ultramarathon (135 miles), the Lake Placid Ironman ( 140.6 miles) and a 100 mile trail run in Vermont in one week.

Other Special Offers: 

  •  A season race pass and $500 in Spartan merchandise will be awarded to one lucky attendee.
  • First 25 attendees to sign up will receive a copy of De Sena’s New York Times Bestseller.
  • Ad Week is also offering a 25% discount on the regular ticket price for YOUR READERS to attend this leadership event and see Joe in-person.

Discount Code: 25SPARTAN17AW

https://newyork.advertisingweek.com/register/?v=25SPARTAN17AW 

ABOUT SPARTAN RACE, INC.

Spartan Race is the world’s largest obstacle race and endurance brand, and the first in-sport to feature timing and global rankings. With more than 200 events across more than 30 countries in 2017, Spartan Race will attract more than one million global participants offering open heats for all fitness levels, along with competitive and elite heats. The Spartan Race lifestyle boasts a community of more than five million passionate social media followers, health and wellness products, training and nutrition programs, and a popular NBC television series, which has made obstacle racing one of the fastest growing sports in the world. Spartan Race events feature races at three distances, 3+Mile/20+ Obstacle “Sprint,” 8+ Mile/25+ Obstacle “Super” and 12+ Mile/30+ Obstacle “Beast,” culminating in the Reebok Spartan Race World Championship in Lake Tahoe, Calif. Visit http://www.spartan.com for more information and registration.

Spartan Goes to the Gym with New Spartan Strong Classes

Spartan Race is adding another product to its lineup: a studio-based fitness class called Spartan Strong, and it is partnering with Life Time Fitness to roll out this experience to athletes around the country.

Spartan is not the first race series to move into the fitness training world; last month Tough Mudder announced that its Tough Mudder Bootcamp gyms would be opening soon. Spartan’s approach is different. Rather than build from the ground up, it has developed a class that can be held at any gym with minimal equipment. The model is similar to, say, Zumba: coaches are trained and certified, and the class can be offered anywhere with adequate space and a sound system. At first these classes will be appearing at about 100 Life Time Fitness gyms around the country, and eventually, they will show up at any gym interested in offering the class.

Spartan pancake. No syrup.

The class lasts about an hour and consists mostly of cardio movements and body-weight strengthening. The only equipment needed is the Spartan “pancake,” which many of you will have met as you hauled one up and down a mountain in the course of a Spartan Race. The class breaks down into five phases: “Readiness” (think warm-up), “Stamina” (cardio), “Accountability,” “Tenacity” (it wasn’t exactly clear to me how those concepts translated into a class setting) and “Resilience” (cool-down).

I got to try the workout last week at the product launch in New York, and I will vouch for the fact that it gets your heart rate up quickly and consistently. I emerged sweaty and out of breath, good signs of an exercise class.

There were burpees (because, Spartan) and bear crawls, and the pancakes were used effectively. The classes are designed to be large, from 20 to 40 participants, and I was reminded of the exercise classes I took in the 90’s (please, don’t call it aerobics), where several dozen adults, led from the front, tried to move a great deal in a confined space without bumping into each other. This is not the same kind of atmosphere you get in your typical high-intensity interval training class or a CrossFit box.

Spartan is dedicated to ripping people off the couch and out of the house onto trails and mountains, so why are they going back inside? Because that’s where the people are, apparently.

Joe De Sena is determined to change the lives of 100 million people, and he has come to the conclusion that changing lives is more important than being a purist about how that gets done. If he can reach people by offering a class format rather than chasing people up a mountain, the outcome can be the same. His flexibility in this regard reflects a sincerity in his mission. A-roo.

While the Spartan Strong classes can exist as a stand-alone product, they are still part of the Spartan universe. Life Time will be integrating the class into participation at Spartan Races, and there will be periodic testing so that participants can track their fitness progress – think monthly tests to see how many burpees you can do in a minute.

How do you get to try Spartan Strong? By the end of 2018, it will be available at almost all Life Time Fitness gyms.

For those unfamiliar with the brand, Life Time is an upscale brand, comparable to, say, Equinox, or if you prefer, it’s part of the category of “gyms that smell nice.” They recently opened up their first New York City branch in a skyscraper on 42nd Street, and the setting is grand. For the launch, they set up a rope climb and a monkey bar rig so that the invited Spartan Pro athletes (Amelia Boone! Kevin Donoghue!) could strut their stuff next to the two rooftop pools.

Going forward, trainers will be able to sign up for the workshop that certifies them as Spartan Strong instructors and offer the class anywhere. The soundtrack and workouts are developed by experts at Spartan and Life Time and are distributed along with guidelines to keep the workouts fresh.

Spartan Strong is not the only way to get fit the Spartan way. In order to build the brand and/or change the lives of 100 million people, Spartan fitness products also include online classes on Daily Burn, the SGX program of certifying instructors, and a brick and mortar Spartan-branded gym at a hotel in Miami. These products are not going away. For those who want to get their fitness in a class setting, this is another option that is available and another gateway into the Spartan way of life.

 

FOR IMMEDIATE RELEASE

Spartan and Life Time Transform Gritty Race Experience into New Intense Group Fitness Class—Spartan Strong

Exclusive class, launching at 100 Life Time destinations across the U.S. by 2018, helps participants discover their inner Spartan

 BOSTON, MA (August 9, 2017) –Inspired by Spartan’s world-renown obstacle race events, where competitors face fire, mud, and barbed wire, Spartan Strong, a new, intense group fitness class is debuting exclusively at Life Time destinations. Created by Spartan and Life Time®, Spartan Strong focuses on studio-based exercises that challenge the body and mind, helping individuals conquer life’s everyday challenges. More than 100 of Life Time’s premium athletic resort destinations across the country will offer the class, rolling out now throughout 2018.

“Spartans learn to overcome obstacles and achieve their goals on the race course, often doing more than they believe possible,” says Spartan Vice President of Training John Gauch. “Our goal is to bring that same sense of accomplishment to people off the course through Spartan Strong. Life Time’s shared philosophy and team of dedicated instructors, coupled with their impressive destinations, create a perfect collaboration as we make the world a healthier place and impact how people live healthy balanced lives.”

The high-intensity hour long journey will push participants to their limits and unleash their inner Spartan by increasing strength, endurance, and athleticism through a combination of resistance training, bodyweight moves, dynamic stretching and cardio-focused drills. With the help of the Spartan Pancake, a weight-based circular sandbag, the class will leave participants feeling invigorated, empowered, and better prepared to battle the trying tasks of daily life. Members will also be tested with periodic fitness challenges to measure their progress.

“With the explosive growth of obstacle course races, this first-of-its-kind, race course meets group fitness class brings our members the best of both worlds,” says John Reilly, President, Fitness and Nutrition Division, Life Time. “Whether training for a Spartan race or tackling everyday life, Spartan Strong will push participants’ mind and body to achieve optimal performance on and off the race course.”

Available to Life Time members as part of the Company’s Featured Format classes, Life Time’s Spartan Strong instructors—many of whom compete in Spartan Races—received rigorous training and certification by Spartan’s and Life Time’s team of experts.

ABOUT LIFE TIME® – HEALTHY WAY OF LIFE

Life Time® is a privately held, comprehensive healthy living, healthy aging and healthy entertainment lifestyle company that offers a personalized and scientific approach to long-term health and wellness. Through its portfolio of distinctive resort-like destinations, athletic events and corporate health services, the Healthy Way of Life Company helps members achieve their goals every day with the support of a team of dedicated professionals and an array of proprietary health assessments. As of August 9, 2017, the company operates 127 centers in 27 states and 35 major markets under the LIFE TIME FITNESS® and LIFE TIME ATHLETIC® brands in the United States and Canada.

 ABOUT SPARTAN RACE, INC.

Spartan Race is the world’s largest obstacle race and endurance brand, and the first in-sport to feature timing and global rankings. With more than 200 events across more than 30 countries in 2017, Spartan Race will attract more than one million global participants offering open heats for all fitness levels, along with competitive and elite heats. The Spartan Race lifestyle boasts a community of more than five million passionate social media followers, health and wellness products, training and nutrition programs, and a popular NBC television series, which has made obstacle racing one of the fastest growing sports in the world. Spartan Race events feature races at three distances, 3+Mile/20+ Obstacle “Sprint,” 8+ Mile/25+ Obstacle “Super” and 12+ Mile/30+ Obstacle “Beast,” culminating in the Reebok Spartan Race World Championship in Lake Tahoe, Calif. Visit http://www.spartan.com for more information and registration.