The past few years have seen an escalation in the running and fitness boom, both in the Philippines and overseas. Even regular weekend athletes have been demanding more from events and competitions they enter. We’ve seen 10-kilometer races extended to 12, 13 and even 15 kilometers both in Luzon and the southern Philippines, with some race organizers preferring to add time limits, such as sub-one hour 10K races. Marathons have spawned longer versions. But no extreme obstacle races have ever been done on a large scale in the country.
Then Tough Mudder came along.
In May of 2010, Will Dean and Guy Livingstone’s idea of a difficult run with unexpected obstacles challenging people’s fears was launched at Bear Creek Ski Resort in Pennsylvania. Promoted purely on social media and by word of mouth, it attracted more than 4,500 participants. Since then, they’ve gone from three races a year to massive events in five continents involving more than 20 obstacles including fire, water, electricity, mud and heights. To date, Tough Mudder has generated over US$ 100 million in revenue, and has spawned television programs in the US, and the UK, where over 120,000 people have joined the grueling 12-mile races.
Tough Mudder has made such an impact that more than 3,000 people around the world have had the logo tattooed on their bodies, becoming more than a leading international sport, active lifestyle and media brand.
The inaugural Philippine’s Tough Mudder Event Weekend will take place on July 21-22 at Portofino Amore in Alabang, and will feature Tough Mudder’s signature obstacles. This new licensing agreement follows the success of Tough Mudder’s events in Mexico, Bali, Ireland, the United Arab Emirates and Australia. It will provide access to events for people living or visiting the Philippines seeking the challenge, camaraderie and thrills that only a Tough Mudder experience can offer.
“Tough Mudder events have united millions seeking a more engaging, communal form of active lifestyle, “ says Will Dean, Tough Mudder CEO and co-founder. “We are excited to partner with Proactive Sports Management, who have a proven track record for success for athletic events in the Philippines, to ensure locals and tourists alike will have the same unparalleled experience that has made Tough Mudder the must-do event for OCR enthusiasts and weekend warriors alike.”
This year, Tough Mudder, Inc. and its licensees will hold over 150 events across close to a dozen countries: the United States, the United Kingdom, Germany, Australia, the United Arab Emirates, Canada and two new countries, South Africa and Oman, welcoming worldwide participants into a community that seeks to embody courage, personal accomplishment, teamwork and fun.
“This is the first time that Tough Mudder will be in the Philippines, and Tough Mudder is not just about being tough, it is also about teamwork and determination,” said Justine Cordero, COO of Proactive, Tough Mudder’s partner in the Philippines.
To broaden its market and be more inclusive despite already having had more than 3 million participants to date across five continents, Tough Mudder has created races ranging from accessible challenges such as the Tough Mudder 5K and Tough Mudder Half (five-mile event not including fire, ice and electricity obstacles), to competitive events, such as Tough Mudder X (dubbed “the toughest mile on the planet”) and World’s Toughest Mudder (a 24-hour endurance event).
For the first Philippine event, the event hub and start chute will be at Amore, Vista Land along Daang Hari Road. The course will take in parts of the recently enhanced bike trail along with the rolling hills and various varieties of mud in adjacent farmlands. Tough Mudder course designers have set about creating a difficult, creative and muddy course, combining elements of the natural surroundings and bulldozing a few more for added fun. The course is both challenging and picturesque.
The kits alone will be worth attempting the course. Tough Mudder 5K Basic is priced at P1,700, and comes with an event singlet, race bib, finisher’s shirt and finisher’s headband. While the Tough Mudder Half-Basic is priced at P2,900 and comes with an event singlet, race bib, finisher’s shirt and finisher’s headband. The Tough Mudder 5K-Premium is priced at P3,200, and comes with an event singlet, race bib, dry bag, towel, finisher’s shirt and finisher’s headband. Finally, the Tough Mudder Half-Premium is priced at P4,400 and comes with an event singlet, race bib, dry bag, towel, finisher’s shirt and finisher’s headband.