Tough Mudder snapped up by wellness and endurance brand

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Tough Mudder, the obstacle race company, has been acquired by extreme wellness and endurance brand Spartan.

The firm’s UK business, which called in administrators earlier this month after a row between its co-founders Will Dean and Guy Livingstone and its largest lender Active Networks, will operate as a wholly owned subsidiary of Spartan named OCR UK Holdings Limited.

Between the two brands, Spartan will host 17 events in the UK and Ireland in 2020, drawing more than 250,000 participants. Tough Mudder Germany will continue to operate under the terms of a management agreement with Spartan.

Tough Mudder’s UK employees are now back at work and planning for the 2020 Tough Mudder season, which begins on April 17 at Finsbury Park in London.

Spartan founder and CEO Joe De Sena said: “We’re proud to welcome Tough Mudder UK to the Spartan brand umbrella. “The company’s dedicated team has built an incredible, passionate community and we’re excited to support their efforts to continue to transform lives.”

Tough Mudder managing director Giles Chater, who will run the new subsidiary, added: “Spartan’s dedication to wellness, endurance sports, transformation and community is exactly what we need to deliver our vision and we could not be happier to join their family of brands.

“We’ve been impressed with strong sales in Europe over the past couple of weeks and know that our community will share our excitement with this news heading into the 2020 Tough Mudder season.”

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