Shopping Center Business

MAY 2018

Shopping Center Business is the leading monthly business magazine for the retail real estate industry.

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RETAIL REVIEW 60 • SHOPPING CENTER BUSINESS • May 2018 P articipating in a Tough Mudder takes dedication. The endurance event brings attendees through a hardcore, 10 to 12 mile obstacle race and mud run designed by British Special Forces to challenge the toughest of the tough. Preparing for a challenge of this magnitude is imperative, and while the company offers events for a range of lev- els from beginners to experts, training is key to finishing the race. In answer to this call for training, Tough Mudder has developed a boutique fitness concept — Tough Mudder Bootcamp — to help participants train leading up to a race, and to keep them in fighting form year-round. "While Tough Mudder is known for its obstacle courses, we are just as much a media and lifestyle company," says Cathrin Bowtell, senior vice president of Tough Mudder Bootcamp. "We noticed that the participants that were coming to our events were spending around $150 for an event ticket, but significantly more on preparation for the event, so we decided to look into helping our participants train for the event. That's where the idea for a dedicated studio fitness concept came from." Creating a training concept that Tough Mudder felt adequately represented the brand took work. "We ran an incognito gym in our office building for over a year, bringing in thousands of our own custom- ers and their friends to test the product, and ultimately came up with the concept for Tough Mudder Bootcamp," says Bowtell. "We are franchising, and we are looking to create training communities locally for folks to connect, get healthy and functionally fit, while also — if it is part of their goal — preparing for a Tough Mudder event." The company now has 20 locations that are close to being sold in a short amount of time, with the first two units opening in Burlington, Massachusetts, and Las Ve- gas. "Those will be our first two locations, and there is a lot of consumer interest coming in as we prepare to open," says Bowtell. While one might expect to walk into an indoor obstacle course, Tough Mudder Bootcamp offers an open training space that is approachable and un-intimidating for all. "We very purposefully did not build an indoor jungle gym or obstacle course," says Bowtell. "In fact, we built a functional fitness facility that is very flex- ible. We thought very carefully about all of the equipment that we brought in. We built a big rig to allow folks to test some of the things that we would test on course, but it looks like a very fun, reimagined stu- dio fitness facility. We wanted to create a top of the line experience that would bring you back week after week." "The average Tough Mudder Boot- camp location is probably something life 2,500 to 3,000 square feet in size, " con- tiniues Bowtell. "It includes a large, open workout area that provides six different types of classes that run all day long. Each of these classes runs 45 minutes, and they offer full body circuits. They're always go- ing to be focused on four fitness pillars — power, strength, endurance and agility. We offer six classes because we think it's incredibly important to keep your work out varied and keep people coming back without getting bored." Both Tough Mudder's obstacle courses and the fitness concept center on a core focus of teamwork. "Our key differentia- Tough Mudder Bootcamp offers six different, 45-minute circuit classes in an open training space aimed at preparing participants to compete in the company's popular Tough Mudder obstacle race. The concept also appeals to the community at large, bringing a space where participants can work together towards higher physical fitness and build new connections. Toughen Up Branching out from its popular endurance races, Tough Mudder is opening a boutique fitness bootcamp to help participants keep fit year-round. Katie Sloan

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