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UK: Spartan Race and Tough Mudder agree to merger

 |  January 2, 2020

Spartan Race has announced it has an exclusive option to acquire Tough Mudder’s UK, Canadian, and German events in a deal that would herald the merger of the two leading entities in the obstacle course racing market.

US-based Spartan Race stated that under the proposed deal, Tough Mudder events in the three countries will continue to be operated by the same team and under the same brand, but will be part of the larger Spartan family of brands and events.

“This is a goal we’ve had for some time,” Spartan chief executive and founder Joe De Sena said in a statement. “Tough Mudder UK, Canada, and Germany bring a unique experience, and putting the success of the two together strengthens our global mission of getting 100 million people off the couch.”

Under Spartan ownership, the company stated Tough Mudder UK, Canada, and Germany events will be focused as “teamwork-based, non-competitive festival events.” The competitions will be handled by Spartan.

Spartan stated it will continue to work with Tough Mudder’s founders, Will Dean and Guy Livingstone, in efforts to complete the acquisition and renewal of Tough Mudder’s US-based events and operations. De Sena added, “I look forward to creating a lasting partnership with Will and Guy as we seek to complete the merger. I’m excited about the prospect of what we can do together, as one team.”

Full Content: Endurance Business

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