Tough Mudder has distilled its signature obstacle-course-racing event brand into studio form with the opening of Tough Mudder Bootcamp in Burlington, Massachusetts. This facility, slated to open June 2, is the first of multiple studios Tough Mudder will open in 2018 as part of the brand's national expansion strategy into the health club market.
The 2,000-square-foot flagship studio in Burlington is designed around the Tough Mudder Bootcamp HIIT regimen, first established in 2016, according to a media release from the company. Classes are $10 and feature customizable 45-minute workouts. Various membership packages are available and range from $85 to $150.
“It is very rewarding to receive such strong and significant interest in our Tough Mudder Bootcamp offering so quickly both at our flagship location in Burlington and by our franchisees from across the nation," Tough Mudder CEO Will Dean said in the release. "This new dynamic, teamwork-driven fitness class will be the buzz of any community. We are excited to help communities nationwide reach their fitness goals, no matter the resident's athletic ability.”
The Burlington studio's grand opening celebration at the Burlington Crossroads Shopping Center will feature tours, live music, food and refreshments, and free group exercise demonstrations.
“The grand opening celebration will provide Burlington residents the opportunity to see and experience our teamwork-focused fitness," Burlington studio owner Henry Pott said in a media release. "I’m thrilled Burlington will be home to the founding Tough Mudder Bootcamp and be on the cutting edge of this new fitness studio offering. The grand opening will showcase how Tough Mudder Bootcamp will unite the current Mudder Tribe and provide a welcoming environment to new members. This new dynamic teamwork-driven fitness class will be the buzz of the community.”
Tough Mudder is in the process of opening studios near several metro areas, including Houston, Orlando and Las Vegas. The brand will primarily focus on opening studios outside of urban centers, as 69 percent of of Tough Mudder event participants reside outside of the country's largest cities, according to the company.
Twenty-two studio agreements have been signed with the average franchisee investing in a minimum of three locations. Studios are no larger than 3,000 square feet and cost approximately $250,000 to open.
The Las Vegas studio is slated to open by the end of summer 2018.
Tough Mudder Bootcamps are intended to be brand community centers where members can achieve their fitness goals and prepare for Tough Mudder events, Dean said.
Tough Mudder was founded in 2010 by Will Dean and Guy Livingstone and has since hosted numerous endurance and obstacle-course-based events worldwide.