Business-Level Strategy

Tough Mudder is the most expensive in the industry, yet the company employs a combination focus-differentiation strategy that ensures unique and valued event experiences among targeted markets.

• Best developed and recognizable brand name
• Everyone knows the value associated with finishing a Tough Mudder race
• Focus strategy is on one, distinct race (*toughest in the world) creates a consistent image.
• Are not targeting people just looking to complete a fun, mud run (Warrior Dash) or trying to create something for everyone (Spartan Races).  They only want the mentally and physically tough -- and it is a challenge people have to train for.
• Under Armour sponsorship really sets them apart and above from the rest of the industry.
•  Adds to the "coolness" factor and high performance.

• I also think the higher prices give customer perception of quality and reaffirms that Tough Mudder is the toughest and best.  People are glad to pay a premium for this.

Example:  Registration prices for Tough Mudder Twin Cities on May 19th

First Week Special	Until September 23	$80
Early Bird Discount	September 24 to October 24	$100
Tough Discount	October 25 to December 15	$110
Mudder Entry	December 16 to March 31	$125
Final Entry	April 1 to May 12	$150

Example:  Registration prices for a Spartan Race in Texas on May 19th

$60.00	November 19th (Early Bird)
$70.00	December 19th
$78.00	January 19th
$83.00	February 19th
$87.00	March 19th
$90.00	April 19th
$95.00	May 2nd
$100.00	May 16th (Registration Closes)