Tough Mudder expands into South Africa

BROOKLYN, NY/ CAPETOWN, ZA (October 17, 2017) – Tough Mudder, Inc. and Invictus Events and Entertainment Pty Ltd (IEE) announced today its new partnership to bring the world’s leading obstacle course challenge to South Africa in 2018. The multi-year partnership with IEE in South Africa marks the first time Tough Mudder has licensed its signature challenges in the country and its first on the African continent. Tough Mudder now holds events on five out of the six habitable continents.

The inaugural South Africa Tough Mudder Event Weekend will take place September 15-16, 2018 at Old Mac Daddy in Elgin, Western Cape, South Africa. The weekend will feature Tough Mudder’s eponymously-named signature challenge -Tough Mudder, the 16-19 Kilometres obstacle course challenge that features 20 + obstacles and the Tough Mudder Half, a 8-kilometre course that brings the thrills of Tough Mudder with 11 obstacles.

This new license follows the success of Tough Mudder’s licensed events – hosted to date in Mexico, Bali, Ireland, United Arab Emirates, and Australia. It will provide access to events for active lifestyle individuals living or visiting South Africa seeking the challenge, camaraderie and thrills that only a Tough Mudder experience can offer.

“Given the proven track record of locally grown OCR events in South Africa we believe the market is primed and ready to experience the biggest and best there is on the global stage. We believe that Tough Mudder has the potential to deliver unconventional and life-changing experiences for many South African’s We ourselves look forward to embracing Tough Mudder’s core values of courage, teamwork, personal accomplishment & fun to bring a never seen before OCR experience on the African continent.” said Andrews Douglas and Jody Aufrichtig, Co-owners, IEE.

Added Jordin Borer on behalf of Lucid Ventures, Co-Owner IEE, “We believe strongly in South Africa as a tourism and adventure destination and are very excited to join the Mudder Legion. The events promote a healthy and adventurous lifestyle and should prove to be very attractive to like-minded commercial sponsors.” says Borer.

“Tough Mudder events have united millions seeking a more engaging, communal form of active lifestyle. We are excited to partner with Invictus Events and Entertainment, whose owners are well-respected in South Africa, to ensure locals and tourists alike in South Africa will be able to have the same unparalleled experience that has made Tough Mudder the must-do event for OCR enthusiasts and weekend warriors alike,” said Will Dean, CEO and Co-Founder, Tough Mudder.

This year, Tough Mudder, Inc. and its licensees will host more than 130 events across nearly a dozen countries, including Germany, England, Australia, Ireland, Canada, United States, United Arab Emirates and New Zealand, welcoming participants worldwide into a global community that lives courage, personal accomplishment, teamwork and fun.

About Tough Mudder:

Founded in 2010 with the launch of the Tough Mudder obstacle course event series, Tough Mudder Inc. has become a leading global sports, active lifestyle and media brand. With more than 3 million participants, the company hosts more than 130 non-competitive (Mini Mudder; Tough Mudder 5K, Tough Mudder Half, and Tough Mudder Full) and competitive (Tougher, Toughest, Tough Mudder X and World’s Toughest Mudder) events annually in 11 countries including China, Dubai, South Africa, New Zealand and Australia through its partnerships with IMG, Seroja, Sports Media and Entertainment 360 (SME360) and Invictus Events and Entertainment Pty Ltd. The company’s content arm provides the more than millions of engaged online brand enthusiasts with fitness, nutrition and wellness content delivered daily across social and digital platforms. Tough Mudder broadcast, OTT and Live Stream programming can be seen worldwide through partnerships with CBS Sports, Facebook, Sky Sports, The CW Network and ESPN Media Distribution. Other sponsorship and distribution partners include Merrell, Amazon, Jeep, Aflac, Guinness, Vega, Samsung, Olympus, Lucozade Sport, Nexcare, For Goodness Shakes, Bosch, TREK, Head & Shoulders, L’Oreal Men Expert, Käserei Loose, Snapchat and Live Stream.

About Invictus Events and Entertainment Pty Ltd:

Invictus Events and Entertainment Pty Ltd, is owned by Andrew Douglas, Jody Aufrichtig and Lucid Ventures. Douglas also produces and owns two of South Africa’s largest touring lifestyle events, the TOPS at SPAR Bierfest and the TOPS at SPAR Wine Show. Aufrichtig, the well-known Western Cape property developer of The Old Biscuit Mill, Woodstock Exchange, The River Club, and Old Mac Daddy where Tough Mudder South Africa will take place, is also a serial entrepreneur having launched South Africa’s largest flash sale site – Daddy’s Deals (www.daddysworld.co.za). Lucid Ventures is a venture capital firm founded by former Kulula.com and Discovery Vitality CEO Gidon Novick. Novick’s career highlights include the launch of South Africa’s first low cost airline and the nurturing of strategic relationships while at Discovery Vitality.

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