How Tough Mudder fuels word of mouth

This event report explains how Tough Mudder, an endurance event series, directs word of mouth to make its events more appealing to a broader group of people - who might otherwise be put off by the challenge.

How Tough Mudder fuels word of mouth

Stephen WhitesideWarc

Few brands would ask their customers to wade through a mile of mud, scale a ten foot wall, and risk a 10,000-volt electric shock.

Or expect them to recommend the experience afterwards. But few brands have the pluckiness of Tough Mudder, the organization founded in New England by two Britons fresh out of Harvard Business School who challenge their followers to find the means to survive 12-mile-long obstacle courses.

The company has organised more than 100 events worldwide since 2010, each of which has seen participants tackle...

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