Spartan UK Managing Director sets goals following acquisition of Tough Mudder

March 8, 2020

The Managing Director of Spartan UK has outlined ambitious plans for Tough Mudder after completing the acquisition of the local affiliate of the stricken company.

As reported by Forbes, Tough Mudder’s U.K. business will now operate as a wholly-owned subsidiary of Spartan and plans a full schedule of events to be run in 2020.

Globally, Spartan has added to its portfolio of more than 250 events across more than 40 countries with 1.2 million annual participants.

Matthew Brooke, who was appointed Managing Director of Spartan UK earlier this year, believes the purchase now leaves Spartan with significant influence within the obstacle course race market.

With many Tough Mudder participants being first timers and Spartan races attracting a 76% return rate, Brooke is confident the two brands can complement each other effectively in attracting and retaining customers within the sport.

Speaking to Forbes contributor James Ayles, Brooke advised “it is unbelievably exciting for us, it has been a long term desire for Spartan given the similarities around the two businesses, they are two brands within the same space but not necessarily competing within it.

“What we have now with the two leading operators coming together is this unbelievable wealth of knowledge and understanding.

“We can drive forward with the knowledge and innovation to keep delivering these innovations.”

Spartan are keen to maintain continuity with Tough Mudder meaning the existing London-based team, led by Managing Director of Europe Giles Chater, under the guidance of former global Tough Mudder Chief Executive Kyle McLaughlin, will continue to operate the company.

Brooke explained “there is only a 4% crossover in our consumers, so it wouldn’t make any sense to amalgamate them all under one roof.

“It is about cross-collaboration and a combined greater understanding of the needs of the audience.

“Through that will we not only develop sport as a whole but continue to inspire other brands within the space to follow suit.”

Beyond the acquisition, Spartan UK also have plenty more ambitious plans for 2020, including the launch of Spartan Trail for 2020 having trailed the concept in five countries during 2019., the plan is to now bring it onto these shores.

Commenting on the strength of the Tough Mudder brand, Brooke went on to tell Forbes “I would like Spartan to have the same strength of brand as Tough Mudder has in the UK. Spartan as a global brand is larger but, within the territory I have responsibility for, Tough Mudder has achieved some great things and has a strong presence.

“This is about growing our community and if we can say year on year we are impacting 100,000 lives and 10% of global audience in UK alone, then as we collect and combine business we are impacting north of 300,000 people that is phenomenal

“It is about changing lives and impacting future generations, shaping communities and shaping lives.”

Run by a local licensee, Australasian Leisure Management understands that Tough Mudder's Australian operations were not impacted by the bankruptcy.

Click here to read the original article in Forbes.

Images: Tough Mudder competitors (top) and Spartan UK MManaging Director Matthew Brooke (below). Source supplied.

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