LONDON (February 12, 2020): Extreme wellness and endurance brand Spartan has acquired the business and assets of OCR brand Tough Mudder UK, which had entered administration in the UK at the end of January with Michael Solomons and Andrew Pear of BM Advisory LLP appointed as Joint Administrators. Tough Mudder UK employees are back to work and planning for the 2020 Tough Mudder season, which kicks off April 17 in Finsbury Park, North London.
“We’re proud to welcome Tough Mudder UK to the Spartan brand umbrella,” said Spartan Founder and CEO Joe De Sena. “The company’s dedicated team has built an incredible, passionate community and we’re excited to support their efforts to continue to transform lives.”
As part of the terms of the deal, the Tough Mudder UK business will operate as OCR UK Holdings Limited, a wholly owned subsidiary of Spartan. The company will be operated by the existing Tough Mudder UK London-based team, led by Managing Director Giles Chater with the guidance of former global Tough Mudder CEO Kyle McLaughlin. 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.
Matthew Brooke, Managing Director of Spartan UK & Ireland:
“The acquisition solidifies Spartan and Tough Mudder as leaders in the UK and Ireland’s fitness and sports landscape. With Spartan’s UK business seeing strong growth over the past three years, we’re naturally excited to bring Tough Mudder UK to our family to share in our growth and mission. Tough Mudder’s roots are here after all, the brand has built a loyal community of racers whose camaraderie and grit is a true inspiration, and they can now continue to bring their passion to the events that have transformed so many.” Tickets are on sale now at toughmudder.co.uk.
Spartan is still actively engaged in discussions with the Trustee managing Tough Mudder US through its Chapter 11 bankruptcy proceedings and have reached a deal that is now subject to court approval. Spartan is in active discussions to engage some former Tough Mudder US employees, with an aim to stand up as many US events as possible after the sale of the Tough Mudder US assets in its Chapter 11 case, which could be completed within the month.
With more than 250 events across more than 40 countries on six continents, Spartan is the world’s largest obstacle course race (OCR) and endurance brand. Providing transformation through sport, Spartan attracts more than one million annual participants across all fitness levels, from beginners to elite. More than five million participants have finished Spartan events, creating a lifestyle that extends beyond races including health and wellness products, training and nutrition programs, and popular media content, which has made OCR one of the fastest growing sports in the world. Spartan events feature races at various distances, Stadion and Sprint: 5k and 20 Obstacles; Super: 10k and 25 Obstacles; Beast: half marathon and 30 Obstacles; and Ultra: 50k and 60 obstacles. Visit spartan.com for more information and registration.