Welcome to Mudder Nation

• 3.5 million community

• 10,000+ participants with Tough Mudder tattoos

• 150+ events globally

When you cross the finish line at your first Tough Mudder event, you qualify to join the Tough Mudder Legionnaire Program. Continue to kick ass by completing more Tough Mudder classic and Race Series events, throughout your Mudder career and gain your next coloured headband.

A core part of my role as Vice President, Marketing for International markets was driving loyalty, retention, and repeat sales. With an NPS of more than 80 across International events, Tough Mudder saw repeat rates of more than 70%, which is unprecedented within the live events space.

We developed a number of initiatives designed to drive loyalty and retention including;

Post Event Survey: Following each event, we created a series of triggered communications collecting post-event feedback (through NPS), and offering a one-time discount code valid for a future events. Through continued optimisation of these communications, we were able to significantly increase conversion and secure early repeat sales (up to 40% of future sales within 1 week).

Launch of Legionnaire Ambassadors program: As a reward for our most loyal legionnaire’s, Tough Mudder Ambassadors received free event entry, discount codes to pass onto friends and family, ambassador merchandise and access to brand updates and events. In return, ambassadors took on volunteer roles including helping at events, leading community events and sales support.

Launch of Holy Grail: Following the expansion of the Tough Mudder competitive series, the Holy Grail loyalty program rewards those who complete each of the competitive products: Tougher Mudder, Toughest Mudder and World’s Toughest Mudder. Awarded at World’s Toughest Mudder in Vegas, those who complete the series receive a physical golden grail trophy.