Lifestyle Tough Mudder's CEO explains why people keep coming back for more

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Business Insider spoke with CEO and founder of Tough Mudder Will Dean, about why people repeatedly come back to tackle the famous obstacle course.

He said: "We are a tribe, a community. 10,000 people have had the Tough Mudder logo tattooed on them. That speaks to what it's about. It's a value set. It's a mindset."

Tough Mudder has recently launched its newest venture, Tough Mudder X. It is targetted at elite athletes who take on a one-mile course, with some of the signature obstacles from Tough Mudder courses.

There are now also Tough Mudder Bootcamps, which operate as a high-intensity training arena for Tough Mudder events. More details can be found here.

Produced by Claudia Romeo. Special thanks to Joe Daunt