Spartan acquires Tough Mudder UK

13 Feb 2020

By: Sport Industry Group

Extreme wellness and endurance brand Spartan has acquired the business and assets of Tough Mudder UK, the obstacle course race (OCR) brand which had entered administration in January 2020.

As per the deal, the Tough Mudder UK business will operate as OCR UK Holdings Limited, a wholly owned subsidiary of Spartan, while Tough Mudder UK’s employees will remain at work ahead of the 2020 Tough Mudder season which begins in London’s Finsbury Park on 17th April.

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

The company will be operated by the existing London-based Tough Mudder UK 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. 

Matthew Brooke, Managing Director, Spartan UK & Ireland said: “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.”

Spartan says it is still actively engaged in discussions with the Trustee managing Tough Mudder US through its Chapter 11 bankruptcy proceedings, with a deal in place subject to court approval. Meanwhile, under the terms of a management agreement with Spartan, Tough Mudder Germany will continue to operate.