Tough Mudder Challenges the Mass Participation Industry by Improving the Customer Experience

October 22, 2019

From Signup to Finish Line, Tough Mudder is Aggressively Addressing Pain Points by Offering a Transparent Pricing Structure, Flexible Policies and Improved Customer Service

BROOKLYN, N.Y. – October 22, 2019 –Tough Mudder, the global fitness and active lifestyle brand, is challenging the mass participation industry by ushering in a new era of enhancements that prioritize the end-to-end customer experience. By offering a transparent pricing structure, flexible policies and improved customer service, Tough Mudder is committed to supporting participants along every step of the Tough Mudder journey.

“We’re always looking ahead to the next obstacle to tackle at Tough Mudder, and in 2020, we’re making a firm commitment to lead the way in a customer-first approach,” said Tough Mudder CEO Kyle McLaughlin. “Completing our obstacles should be a challenge, but navigating pricing, registration and customer service should not. With these changes, our goal is to offer a frictionless experience from start to finish.”

The sweeping changes Tough Mudder will roll out in 2020 include:

  • A departure from promotions and discounts, and a new flat and transparent pricing structure
  • Policy changes will allow for more flexibility around refunds, transfers and wave start time selection
  • A new, full-time internal customer service team will provide faster, quality responses and on-site assistance at Tough Mudder events

Establishing a Transparent Pricing Structure

Tough Mudder is the first obstacle course racing brand to move away from a promotional pricing structure in favor of a transparent pricing structure. “Currently, participants have to navigate a confusing mix of high prices with steep discounts and sales that leave them wondering if they got the best price,” said McLaughlin. “As of today, our new pricing structure is transparent — what participants see on the website is what they’ll pay, and we will publish the schedule of when prices will increase so they can decide when to buy.”

Rolling out Policy Changes for Greater Flexibility

Tough Mudder participants will not only have transparency on the best prices, they will also enjoy a new set of flexible policies to better accommodate them when life gets in the way. Starting in 2020, Tough Mudder is offering a new, no-questions-asked 48-hour window to request a refund after purchase. Additionally, a flat $15 transfer fee will allow participants to transfer their ticket to another person or a future event, without the impact of a price difference.

In response to participant feedback, Tough Mudder is also developing a more transparent process around wave start time selection which will be announced in early 2020.

“We understand that injuries, travel and life events happen and we don’t want to penalize participants for unexpected changes in plans. Our goal is to get people out on course and experiencing the event, even if that means they can’t do it on the date they originally intended,” said McLaughlin.

Building a Best-in-Class Customer Service Team

Tough Mudder is changing its approach to customer service by establishing a top-notch internal team that will offer faster, quality responses. The same customer service team will also be on site at events to support participants and trouble-shoot in real time. Additionally, Tough Mudder will launch a phone-based customer service line as well as Facebook and Instagram chat to offer high-touch, immediate resolutions to customer challenges.

To learn more about Tough Mudder’s pricing and policies, view the 2020 Event Calendar and connect with Tough Mudder’s customer service team, visit


About Tough Mudder, Inc.

Founded in 2010 with the launch of the Tough Mudder obstacle course event series, Tough Mudder Inc. has become a leading global sports and active lifestyle brand. With more than 5 million participants, the company hosts more than 130 challenge (Mini Mudder, Tough Mudder 5K and Tough Mudder Classic) and endurance (Tougher Mudder, Toughest Mudder and World’s Toughest Mudder) events annually in 20 countries including the United States, Canada, United Kingdom and Germany. The company’s in-house content studio provides the more than millions of engaged online brand enthusiasts with fitness, nutrition and wellness content delivered daily across social and digital platforms. Other NAM sponsorship partners include 3M’s Nexcare™ and ACE™ brands, CELSIUS, Soap & Glory, EveryManJack, Navy Federal Credit Union, Alanic, Chipotle, MuscleTech, Endoca, FitKitchen, CHEWY and Viewsport. UK and Germany partners include Lucozade Sport, Brewdog, Snickers Protein, Toyo Tyres, Black Tower Wine, Burger King, Rawbite, Strandgut and Endoca. For more information visit