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.