Obstacle-racing company Spartan has completed its acquisition of the UK affiliate of Tough Mudder, announcing that the takeover will allow the mass-participation company to run a full schedule of events in 2020.
The sale by joint Administrators, Michael Solomons and Andrew Pear, of BM Advisory LLP, will see Tough Mudder’s UK business continue as a wholly-owned subsidiary of Spartan, operated by its existing London-based team, led by Giles Chater, in the role of Managing Director - Europe, with the guidance of former global Tough Mudder Chief Executive, Kyle McLaughlin.
The Germany subsidiary of Tough Mudder Ltd will continue to operate from the UK office as a potential acquisition is discussed.
Tough Mudder’s UK operation and its US wing (Tough Mudder Inc.) have been the subject of parallel bankruptcy proceedings in the UK and USA after a standoff between the company’s co-founders, Will Dean and Guy Livingstone, and the company’s largest lender, Active Networks, caused it to cease trading.
In January, Dean and Livingstone were accused of ignoring the interests of creditors in holding out for a larger share of the company’s proposed sale to rival Spartan Race.
Spartan had made a ‘seven-figure offer’ for the Tough Mudder business in November last year but complained that the inter-company dispute had “rendered Tough Mudder incapable of continuing operations”.
However, staff returned to work at the UK affiliate on 27th January after restructuring, recovery and insolvency specialists, BM Advisory LLP, were appointed joint administrators of the business.
Spartan underwrote the cost of resuming operations during the administration process to protect the value of the company as it sought to complete the acquisition.
Commenting on the acquisition, Spartan founder and Chief Executive, Joe De Sena stated “we’re proud to welcome Tough Mudder UK to the Spartan brand umbrella.
“The company’s dedicated team has built an incredible, passionate community and we’re excited to support their efforts to transform lives.”
Looking forward, McLaughlin, noted “Spartan’s dedication to obstacle course races, transformation and community is exactly what we need to persevere and we could not be happier with the acquisition.
“We’ve been impressed with strong sales in Europe over the past couple weeks and know that our community will share our excitement over the news heading into the 2020 Tough Mudder race season.”
Spartan is reportedly still in the process of trying to acquire Tough Mudder’s US business, which is yet to resume trading, but the speed of the bankruptcy proceedings in the country is delaying the sale.
Australasian Leisure Management understands that Tough Mudder's Australian and Middle Eastern operations are independent licensees. They are still promoting events through 2020.
About the author
Nigel Benton
Co-founder/Publisher, Australasian Leisure Management
Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.
With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.
Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.
In addition to publishing, Nigel speaks on marketing communications at a range of industry events.
He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).
In 2020, he launched the new Asian Leisure Business website.
As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.
Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.
His philosophy on life is to be kind to all and to indulge those that you love.
His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.
Click here to connect with him via LinkedIn.
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