Tough Mudder, the operator of a popular obstacle race of the same name, is set to launch a chain of fitness boutiques next year, according to the New York Business Journal.
Tough Mudder, which launched about seven years ago, has been a leader in participatory fitness events, reaching 550,000 annual participants in 2015. Their courses pit participants against obstacles that challenge their endurance and fitness, and also get them very dirty — hence the name.
The move to opening Tough Mudder gym locations comes as the company seeks to grow its brand footprint and unlock a new revenue stream. The company hopes that branded gyms will help to reduce its reliance on participant fees. The goal is reportedly for entry fees to account for only half of the company’s overall revenue.
Specific markets for the fitness franchises remain unknown, and research and development for the project is ongoing. The company may seek a partner to fully bring its line of gyms to scale.
“We believe there’s big opportunity in the studio fitness space outside the major markets of New York and Los Angeles, for something that gives functional fitness, delivered in a consistent, high-quality and safe environment,” Tough Mudder co-founder and CEO Will Dean told the New York Business Journal.