“Who on earth wants to jump into ice baths and run through fire and wallow in mud on a Sunday afternoon, just for the hell of it?” my professors asked.
He shows how other companies can embrace the Tough Mudder playbook by nurturing tribes of passionate fans while constan. Will Dean, founder of extreme obstacle course Tough Mudder, shares the thrilling inside story of how a scrappy startup grew into a movement whose millions of members feel like co-owners.
My gut feeling was—plenty of people. “Who on earth wants to jump into ice baths and run through fire and wallow in mud on a Sunday afternoon, just for the hell of it?” my professors asked