From the signature ice bath obstacle to the electric shock challenge, Tough Mudder is designed to push its participants to their absolute physical and emotional limits. It might not be everyone’s cup of tea, but the adrenalin-fuelled, untimed challenge has a huge following of supporters from all over the world. CEO Will Dean is the man behind the extreme event series and says that the growth and success of the company in just five years has been beyond his wildest dreams.

“There’s a basic human desire to prove and challenge oneself, and we provide that with something tangible,” he explains.

“Tough Mudder is about more than a memorable experience—it’s one you share with your teammates. It’s all about a team and doing something as a group. This is what makes what we do so different from marathons and triathlons.

“We invest a phenomenal amount of money on obstacle innovation and construction. People come for the obstacles, but it’s about creating a whole integrated user experience. From the time you check in on site until you drink your finisher beer at the end of the event, it’s a seamless and enjoyable experience throughout. One thing I realised early on is that when people do their first marathon, they talk about how they hit the wall at mile 20 or mile 22 and how some person they’ve never met comes along and they run it together. They talk about how meaningful that is for them, that shared experience and the bonding that comes with that.