Last weekend I drove up to Whistler to watch a friend of mine trudge through mud, jump into ice cold water, and submit herself to electric shock. Not only did she do so willingly, but she actually paid for the experience. This was all a part of “the world’s premier obstacle series” called Tough Mudder. You may have heard of it. Maybe you have friends who have completed the course or have done so yourself. And while after watching the race take place I still have very little desire to complete it myself, I am intrigued by how they convinced 20,000 people to do so last weekend, and over a million to do so worldwide. Here’s why I think it works:
It’s unlike anything else
Most races are some variation of the sport x distance formula. Run for 26 miles, cycle for 100. Tough Mudder is wholly different. While there is a distance involved (10-12 miles depending on the course) it’s more about the obstacles within that course: Arctic Enema, Berlin Walls, Cliffhanger, Fire Walker — these are all names given to the 20 Tough Mudder obstacles. And the time isn’t really the point. It’s more about just finishing the beast.
The appeal to cool
Everyone wants to appear tough, and what better way to prove it by completing the toughest race in the world? This appealed to both men and women: everyone wants that sense of accomplishment. Most of us like the prospect of a challenge — so long as the challenge is one that’s within our reach.
Team spirit
Almost everyone participating in this event is doing so as a team. You pretty much have to. Without somebody to help you out, you don’t have much of a chance scaling a 12 foot wall — especially if you’re only 5’3” as my friend is. That team spirit appeals to a lot of people — you’re not going this alone. You’ve got a team to help you along.
Not too serious
Contrasting themselves from their series counterparts, the Tough Mudder website says, “As hardcore as our courses are, we meet you at the finish line with a beer, a laugh, and a rockin’ live band.” Tough Mudder happily encourages silly team costumes and name’s their obstacles with humour. Though it’s tough, they keep it fun.
An experience over a cause
An easily overlooked factor of Tough Mudder is that it is essentially a fundraiser. The profits from the event go toward Wounded Warrior Project. To date they have raised over $5,000,000, but they spend more time talking about the experience of Tough Mudder. That’s because they know their event is more exciting than a donation. When they come up with their marketing strategy they think about it from the participants’ perspective and what they want to get out of it.
The takeaways
Think about your own events and ask yourself the following questions:
1. How is your event unique?
2. What’s the cool factor?
3. How will you foster a team mentality?
4. What makes it fun?
5. What will your supporters experience?
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