Tough Mudder Inc. will expand international licensing of its obstacle course race event to 20 countries in 2019, Chief Marketing and Revenue Officer Jerome Hiquet tells us.

The company currently has 4-5 licensees operating 10-12-mile obstacle course races, and 24-hour competitions in 12 countries including the UK, Ireland, Australia, Indonesia and the Middle East. It signed an agreement with IMG in 2016 to expand the brand’s reach to Japan and China, but those plans have been delayed, says Hiquet. The competition is expected expand to South Africa by year-end, marking Tough Mudder’s entry into Africa, says Hiquet.

Tough Mudder also signed an agreement with Learfield Licensing’s specialty brands division to bring it into consumer products.

Meanwhile, Tough Mudder has signed franchise agreements for 50 Tough Mudder Bootcamps, the first of which opened in Burlington, MA and Las Vegas last weekend. The bootcamps feature training in six class formats. Classes typically run 45 minutes and draw from high-intensity interval training. The bootcamps target markets where there is less competition from other fitness chains.

Contact:

Tough Mudder Inc., Jerome Hiquet, Chief Marketing and Revenue Officer, 718-643-2222