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It Takes a Tribe: Building the Tough Mudder Movement
"Who on earth wants to jump into ice baths and run through fire and wallow in mud on a Sunday afternoon, just for the hell of it?" my professors asked. My gut feeling was--plenty of people.
Will Dean, founder of extreme obstacle course Tough Mudder, shares the thrilling inside story of how a scrappy startup grew into a movement whose millions of members feel like co-owners. He shows how other companies can embrace the Tough Mudder playbook by nurturing tribes of passionate fans while constantly experimenting with new risks.
After five years as a British counterterrorism officer and two years at Harvard Business School, Dean was determined not to follow his classmates to Wall Street or Silicon Valley. Instead, he pursued his unique vision for an extreme obstacle course--a ten- to twelve-mile gauntlet pushing participants to their limits and helping them surpass those limits together. Instead of cutthroat competition, Tough Mudder would be about continual self-improvement and collective energy.
It would be about the power of a tribe.
Dean and his small team launched the first Tough Mudder event in May 2010, hosting 5,000 pioneers at a deserted ski resort in Pennsylvania. Just seven years later, more than 3 million people on four continents have participated at least once, and hundreds of thousands have done so repeatedly. More than 20,000 are so committed that they sport a Tough Mudder tattoo.
Mudders prove the power of fierce and unshakable loyalty to one another and the challenge itself. Proudly sport-ing orange headbands and team uniforms, they'll run through mud, climb steep walls, face elec-tric shocks, and slide down the side of a moun-tain. The tougher the experience, the greater the satisfaction.
It Takes a Tribe shows you how to embody the Tough Mudder spirit and capture the same magic. As a Tough Mudder slogan says, "When was the last time you did something for the first time?"
Will Dean, founder of extreme obstacle course Tough Mudder, shares the thrilling inside story of how a scrappy startup grew into a movement whose millions of members feel like co-owners. He shows how other companies can embrace the Tough Mudder playbook by nurturing tribes of passionate fans while constantly experimenting with new risks.
After five years as a British counterterrorism officer and two years at Harvard Business School, Dean was determined not to follow his classmates to Wall Street or Silicon Valley. Instead, he pursued his unique vision for an extreme obstacle course--a ten- to twelve-mile gauntlet pushing participants to their limits and helping them surpass those limits together. Instead of cutthroat competition, Tough Mudder would be about continual self-improvement and collective energy.
It would be about the power of a tribe.
Dean and his small team launched the first Tough Mudder event in May 2010, hosting 5,000 pioneers at a deserted ski resort in Pennsylvania. Just seven years later, more than 3 million people on four continents have participated at least once, and hundreds of thousands have done so repeatedly. More than 20,000 are so committed that they sport a Tough Mudder tattoo.
Mudders prove the power of fierce and unshakable loyalty to one another and the challenge itself. Proudly sport-ing orange headbands and team uniforms, they'll run through mud, climb steep walls, face elec-tric shocks, and slide down the side of a moun-tain. The tougher the experience, the greater the satisfaction.
It Takes a Tribe shows you how to embody the Tough Mudder spirit and capture the same magic. As a Tough Mudder slogan says, "When was the last time you did something for the first time?"
- GenresBusinessNonfiction
272 pages, Hardcover
Published September 12, 2017
24 people are currently reading
453 people want to read
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Displaying 1 - 30 of 38 reviews
September 12, 2017
It Takes a Tribe is as much about the history, path, and growth of Tough Mudder as it is about resilience. About collaboration. About dealing with your crap and moving on to the next thing.
I love Tough Mudder, so I really enjoyed reading about how Tough Mudder came to be and the journey the company has been on. I especially loved learning the process for creating and testing new obstacles. The list of "crazy obstacle ideas" that they've passed on was fun to read.
Dean also talks about being an entrepreneur and the lessons he's learned starting his own business. He's open about his failures and discusses not only how he started his own company, but also how he was able to set the scene for the birth of a tribal culture among the 3 million Tough Mudder participants. Many Tough Mudder obstacles are designed so that they must be completed with a team. Even for the strongest athlete, it would be impossible to complete 100% of Tough Mudder alone. One of the participants is quoted in the book saying, "there is that human touch point. You don't get held up that much in life, but it's an important thing."
Between each chapter are inspirational stories of individuals and teams who have run Tough Mudder for very special reasons. People who have overcome the worst parts of life: cancer, child loss, blindness, and more waking up and saying "I'm going to do something hard today." It is impossible not to be moved by their stories.
I found It Takes a Tribe to be very encouraging and many sentences of my copy are underlined. It's a quick read, and if you are a Tough Mudder fan, a young entrepreneur, or just interested reading more about the importance of persistence, I recommend you pick up a copy of this book. Mainly, Dean wants you to remember that the obstacle is the point. Whether on a Tough Mudder course or somewhere else in your life, the hurdle in front of you is not "not supposed to happen." You will find your way through, and you will come out stronger on the other side.
I love Tough Mudder, so I really enjoyed reading about how Tough Mudder came to be and the journey the company has been on. I especially loved learning the process for creating and testing new obstacles. The list of "crazy obstacle ideas" that they've passed on was fun to read.
Dean also talks about being an entrepreneur and the lessons he's learned starting his own business. He's open about his failures and discusses not only how he started his own company, but also how he was able to set the scene for the birth of a tribal culture among the 3 million Tough Mudder participants. Many Tough Mudder obstacles are designed so that they must be completed with a team. Even for the strongest athlete, it would be impossible to complete 100% of Tough Mudder alone. One of the participants is quoted in the book saying, "there is that human touch point. You don't get held up that much in life, but it's an important thing."
Between each chapter are inspirational stories of individuals and teams who have run Tough Mudder for very special reasons. People who have overcome the worst parts of life: cancer, child loss, blindness, and more waking up and saying "I'm going to do something hard today." It is impossible not to be moved by their stories.
I found It Takes a Tribe to be very encouraging and many sentences of my copy are underlined. It's a quick read, and if you are a Tough Mudder fan, a young entrepreneur, or just interested reading more about the importance of persistence, I recommend you pick up a copy of this book. Mainly, Dean wants you to remember that the obstacle is the point. Whether on a Tough Mudder course or somewhere else in your life, the hurdle in front of you is not "not supposed to happen." You will find your way through, and you will come out stronger on the other side.
October 1, 2017
Inspiring. Authentic. A journey of a read. Only detractor was at some points I felt like I was reading a sales pitch for Tough Mudder, but if you take that as a given--great read for any leader who wants to be part of something that MATTERS.
Highlights:
The power of touch.
AFI moments (Aw, Fuc* it).
A Risk-adverse employee presenting a 100 page powerpoint slide about the risks of updating the company's website, instead of ACTUALLY updating the website.
Values of a company that shift as the company grows, like a parent who teaches values to his kids (only at the END of the book do we learn that the author has a daughter).
Highlights:
The power of touch.
AFI moments (Aw, Fuc* it).
A Risk-adverse employee presenting a 100 page powerpoint slide about the risks of updating the company's website, instead of ACTUALLY updating the website.
Values of a company that shift as the company grows, like a parent who teaches values to his kids (only at the END of the book do we learn that the author has a daughter).
April 21, 2019
A fantastic book about what the t takes to follow your passion and really be an entrepreneur. Dean takes us through his life as a student in England at Bristol through his Harvard MBA and search for more in life. Hard work, grit and determination made TM what it is today because of Dean, and the TM brand has had to reinvent itself many times to remain competitive. Be inspired!!
September 6, 2019
The beginning sounds little out of scope, but the story ended up great with many interesting lessons
August 3, 2018
I'm probably one of those who has not done a Tough Mudder, only Spartan (and Viper) Races, but identify more with the TM's 'all for one, one for all' ethos. Especially interesting to hear how they redesigned obstacles like Everest to be only surmountable through teamwork (with the rounded top lip). The stories in between chapters are the true highlights though, from the state troopers running in memory of their fallen comrade, to the war veteran running the full course with only one arm and one leg, and many more inspiring stories that left me with that warm fuzzy feeling.
Now I really want to do a TM.
___
There are certain people in life who make you want to be a better person. They hold themselves to such a standard that you want to raise your own standard just because you are around them.
One of the questions we asked ourselves when we created TM was: "How do you create a culture and an authentic experience that will reliably deliver grit, a quality that people seem to crave but don't know how to find?
This craving, this grit-shaped hole, feels like a recent phenomenon, perhaps a by-product of our fortune in living.
Character in Oundle was about being prepared for any crisis and being at home in any social situation. Young men "who feel acceptable at a dance and invaluable in a shipwreck".
Public speaking taught the author this lesson: He had done something truly petrifying to him, and come through. By doing genuinely challenging things one could change the way one thought of oneself and the perception of others.
"Character building" is exactly what the phrase suggests: one formative brick of a challenging experience, however small, laid on top of another.
At Harvard, the author discovered that there are few places on Earth that talk more engaging about the value of teamwork and show less interest in it in practice. The university selects the most competitive individuals from five continents and requires them to compete for two years.
You can't control what people say about you or think about you, but you can control how you react - at which point being honest with your actions and motivations becomes the only thing that counts.
"Truth and courage aren't always comfortable, but they're never weakness." -Brene Brown
When you get negative publicity that you believe unfair, the day afterwards you feel: "Oh God what will everyone think of me?" Then you realise that the people who know you will think exactly the same of you as they did before. And the people who don't know you, you're not too concerned about anyway.
Secrets of a 80-year-old kungfu master:
1. Sleep well.
2. Get together with your friends.
3. Laugh everyday.
The Electroshock Therapy obstacle was certified "no more dangerous than a cow fence". Which is reassuring to the degree to which you are wary of cow fences.
"I have been often struck by how people who have been high achievers academically have a disproportionate fear of failure and how this can make them overly inclined to fall back on tried and trusted procedures and products. A lot of these people rise to leadership positions by arguing against risk."
If you're not making mistakes, there are only two possible outcomes, neither of which is good. The first possibility is that you are making mistakes and hiding them or are oblivious to them - and that's a big problem. The other possibility is that you are not pushing yourself to change and improve - which will quickly become a big problem down the line. Punishing honest mistakes kills creativity.
People believe that in the recent past they have gone through a great deal of change, but when they look to the future they believe there will be a lot less. At whatever point we are in our lives we tend to regard the present as a watershed moment at which we have finally become the person we will always be. This is a fundamental mistake.
We should never content ourselves with the familiar. If you are not growing, chances are you are dying.
The crucial element of that self-selecting character that is often overlooked: Entrepreneurs find it almost impossible to do what they are told when the instruction seems arbitrary or perverse.
A startup should not be a choice, but a psychological necessity. At the root of that psychology is a refusal to accept the status quo.
Any entrepreneurial mission is nonnegotiable. The best test of any idea is the realisation that you will never be happy in your life until you have at least given it your best shot.
Self-selection, not conversion.
When you practice leadership, you learn that you can try to nurture a culture in which people feel they have a stake and which you hope they can thrive, but not everyone will seize that chance.
The solution is not to modify the way you work so everyone feels at home, but to be consistent to the values that culture emphasises and try to communicate the reasons behind them. Values can't be tailored to fit everyone.
What is lost in the online actions of slacktivism is the vulnerability and risk of putting ourselves out there. If there is no effort or cost in what we do, then there is also no reward when we succeed, and no lesson when we fail.
It is often in those Ah, Fuck It moments, when we look outwards from the stresses of our lives, that new bonds and friendships are created and deepened, and tribes begin to form and creativity happens.
If we look for every second to be purposeful and every hour to give us personal gains, we not only forget that the best of times usually happen unplanned, we stop being Givers, with all the benefits that flow from that.
Control only gets you so far: sometimes we have to just close our eyes, jump into thin air, and trust that hands will be there to catch us.
There is no finish line when creating a company. Any business must always think of itself as an unfinished business, and all proper work is work in progress.
Now I really want to do a TM.
___
There are certain people in life who make you want to be a better person. They hold themselves to such a standard that you want to raise your own standard just because you are around them.
One of the questions we asked ourselves when we created TM was: "How do you create a culture and an authentic experience that will reliably deliver grit, a quality that people seem to crave but don't know how to find?
This craving, this grit-shaped hole, feels like a recent phenomenon, perhaps a by-product of our fortune in living.
Character in Oundle was about being prepared for any crisis and being at home in any social situation. Young men "who feel acceptable at a dance and invaluable in a shipwreck".
Public speaking taught the author this lesson: He had done something truly petrifying to him, and come through. By doing genuinely challenging things one could change the way one thought of oneself and the perception of others.
"Character building" is exactly what the phrase suggests: one formative brick of a challenging experience, however small, laid on top of another.
At Harvard, the author discovered that there are few places on Earth that talk more engaging about the value of teamwork and show less interest in it in practice. The university selects the most competitive individuals from five continents and requires them to compete for two years.
You can't control what people say about you or think about you, but you can control how you react - at which point being honest with your actions and motivations becomes the only thing that counts.
"Truth and courage aren't always comfortable, but they're never weakness." -Brene Brown
When you get negative publicity that you believe unfair, the day afterwards you feel: "Oh God what will everyone think of me?" Then you realise that the people who know you will think exactly the same of you as they did before. And the people who don't know you, you're not too concerned about anyway.
Secrets of a 80-year-old kungfu master:
1. Sleep well.
2. Get together with your friends.
3. Laugh everyday.
The Electroshock Therapy obstacle was certified "no more dangerous than a cow fence". Which is reassuring to the degree to which you are wary of cow fences.
"I have been often struck by how people who have been high achievers academically have a disproportionate fear of failure and how this can make them overly inclined to fall back on tried and trusted procedures and products. A lot of these people rise to leadership positions by arguing against risk."
If you're not making mistakes, there are only two possible outcomes, neither of which is good. The first possibility is that you are making mistakes and hiding them or are oblivious to them - and that's a big problem. The other possibility is that you are not pushing yourself to change and improve - which will quickly become a big problem down the line. Punishing honest mistakes kills creativity.
People believe that in the recent past they have gone through a great deal of change, but when they look to the future they believe there will be a lot less. At whatever point we are in our lives we tend to regard the present as a watershed moment at which we have finally become the person we will always be. This is a fundamental mistake.
We should never content ourselves with the familiar. If you are not growing, chances are you are dying.
The crucial element of that self-selecting character that is often overlooked: Entrepreneurs find it almost impossible to do what they are told when the instruction seems arbitrary or perverse.
A startup should not be a choice, but a psychological necessity. At the root of that psychology is a refusal to accept the status quo.
Any entrepreneurial mission is nonnegotiable. The best test of any idea is the realisation that you will never be happy in your life until you have at least given it your best shot.
Self-selection, not conversion.
When you practice leadership, you learn that you can try to nurture a culture in which people feel they have a stake and which you hope they can thrive, but not everyone will seize that chance.
The solution is not to modify the way you work so everyone feels at home, but to be consistent to the values that culture emphasises and try to communicate the reasons behind them. Values can't be tailored to fit everyone.
What is lost in the online actions of slacktivism is the vulnerability and risk of putting ourselves out there. If there is no effort or cost in what we do, then there is also no reward when we succeed, and no lesson when we fail.
It is often in those Ah, Fuck It moments, when we look outwards from the stresses of our lives, that new bonds and friendships are created and deepened, and tribes begin to form and creativity happens.
If we look for every second to be purposeful and every hour to give us personal gains, we not only forget that the best of times usually happen unplanned, we stop being Givers, with all the benefits that flow from that.
Control only gets you so far: sometimes we have to just close our eyes, jump into thin air, and trust that hands will be there to catch us.
There is no finish line when creating a company. Any business must always think of itself as an unfinished business, and all proper work is work in progress.
September 29, 2017
As someone who has already run a TM event, getting to know how it started, evolved and what ideas are at play behind TM was really fascinating.
September 11, 2022
I listened to the audio book and it was just okay. It’s mostly about the author and I would bet his ego is nearly as big as Howard Schultz’s ego and I would love to see the two of them in the same room together.
The book does have some business lessons and my lesson is don’t go to Harvard Business School, rather save your money and study books by people who went to HBS, unless you want to be CEO of a Fortune 500 company.
The book also has some uplifting stories about some of the Tough Mudder competitors which were inspiring and cool and I wish more were included in the book.
I looked up the author’s profile and see he is no longer with Tough Mudder and I believe this brand has been copied and losing relevance. I must admit I have never heard of it and still have not met anyone who has done a Tough Mudder event.
I have a hard time recommending this book.
The book does have some business lessons and my lesson is don’t go to Harvard Business School, rather save your money and study books by people who went to HBS, unless you want to be CEO of a Fortune 500 company.
The book also has some uplifting stories about some of the Tough Mudder competitors which were inspiring and cool and I wish more were included in the book.
I looked up the author’s profile and see he is no longer with Tough Mudder and I believe this brand has been copied and losing relevance. I must admit I have never heard of it and still have not met anyone who has done a Tough Mudder event.
I have a hard time recommending this book.
December 2, 2017
This book details the rise of the Tough Mudder company, and goes into detail about what its founder, the author Will Dean, discovered about being an entrepreneur along the way. This was an interesting journey to take with him that I thoroughly enjoyed, and it was actually my least favorite part of the book.
No, the real hook for me, that just made me love this book, was the spirit that Will Dean promotes. It's a very big part, the core even, of what makes a Tough Mudder, and he discusses it at length here. It's camraderie, and teamwork, and belonging to something bigger than yourself. I enjoyed this book so much because I can see the value in the perspective on life that Dean is selling. He discusses other things, like getting perspective on your life, on enjoying the little things, about establishing connections in real life instead of wasting away behind a screen, pushing and challenging yourself to do things you never thought you could do, and, overall, about the difference between competition and collaboration. He mentions running a triathlon, when the zipper to his wetsuit got stuck, and when he asked other contestants to help him out (a few seconds to help unstick it) no one could be bothered to spend the time lest it affect their rankings. That's an extreme example from a competitive field, but it's echoed in many different aspects of our lives, and that experience led Dean to try to bring back that spirit of collaboration. Competition plays a part in making us better, but collaboration is how we as a group can truly shine.
The book is shot through with real stories of some of the most inspiring Mudders, which serves to drive home the point that you are capable of so much more than you think.
Excellent book. Even as some of it could feel a little repetitive, I still think every word had its place and evoked an emotion in me that makes me want to get off my butt more. Definitely recommend.
No, the real hook for me, that just made me love this book, was the spirit that Will Dean promotes. It's a very big part, the core even, of what makes a Tough Mudder, and he discusses it at length here. It's camraderie, and teamwork, and belonging to something bigger than yourself. I enjoyed this book so much because I can see the value in the perspective on life that Dean is selling. He discusses other things, like getting perspective on your life, on enjoying the little things, about establishing connections in real life instead of wasting away behind a screen, pushing and challenging yourself to do things you never thought you could do, and, overall, about the difference between competition and collaboration. He mentions running a triathlon, when the zipper to his wetsuit got stuck, and when he asked other contestants to help him out (a few seconds to help unstick it) no one could be bothered to spend the time lest it affect their rankings. That's an extreme example from a competitive field, but it's echoed in many different aspects of our lives, and that experience led Dean to try to bring back that spirit of collaboration. Competition plays a part in making us better, but collaboration is how we as a group can truly shine.
The book is shot through with real stories of some of the most inspiring Mudders, which serves to drive home the point that you are capable of so much more than you think.
Excellent book. Even as some of it could feel a little repetitive, I still think every word had its place and evoked an emotion in me that makes me want to get off my butt more. Definitely recommend.
April 10, 2018
haven't done a Tough Mudder event, though i've talked to quite a few people who have, so i was somewhat familiar with the idea in advance.
somewhat interesting, if not totally original, analysis of the societal void it appears to have helped fill -- desire for challenge, being outdoors, in-person connection and teamwork as an antidote to hyperindividualistic/competitive/sedentary/mediated/digital experiences that predominate in work and leisure time for so many these days.
beyond that, a lot of stuff about challenges of maintaining authenticity, corporate culture etc. as you expand a company -- undoubtedly important for those considering doing so, but not in my reading fascinating to hear about for the spectator.
i might be more interested in a third-party account. His take on, for instance, a lawsuit by someone who claimed he stole the idea for these events is understandably one-sided (yeah, i had signed a nondisclosure agreement before visiting his event, but but but but..........), and i'd be curious to see what an objective journalist might make of it. Same with the competition with Spartan races -- would be curious to hear from someone who had participated in each as to the differences/similarities.
somewhat interesting, if not totally original, analysis of the societal void it appears to have helped fill -- desire for challenge, being outdoors, in-person connection and teamwork as an antidote to hyperindividualistic/competitive/sedentary/mediated/digital experiences that predominate in work and leisure time for so many these days.
beyond that, a lot of stuff about challenges of maintaining authenticity, corporate culture etc. as you expand a company -- undoubtedly important for those considering doing so, but not in my reading fascinating to hear about for the spectator.
i might be more interested in a third-party account. His take on, for instance, a lawsuit by someone who claimed he stole the idea for these events is understandably one-sided (yeah, i had signed a nondisclosure agreement before visiting his event, but but but but..........), and i'd be curious to see what an objective journalist might make of it. Same with the competition with Spartan races -- would be curious to hear from someone who had participated in each as to the differences/similarities.
November 1, 2017
I graduated from business school and have read my share of business books. This one was thoroughly enjoyable to read. Learning how the founder, Will Dean, came up with and executed the inception of Tough Mudder was enlightening. Dean identifies successes and failures and potential issues for the future. He illustrates how problems were overcome and used examples from other businesses as support or inspiration for his decisions.
The section about Harvard was particularly horrifying to me. I have never put much stock in ivy league education, but it is true that a lot of Harvard grads will be tomorrow's leaders in government. To think that Harvard's "Nazi informant culture" is normal to these students is chilling and says a lot about how and why our society is tumbling down a steep slope of political correctness towards loss of freedom at an alarming rate.
The section about Harvard was particularly horrifying to me. I have never put much stock in ivy league education, but it is true that a lot of Harvard grads will be tomorrow's leaders in government. To think that Harvard's "Nazi informant culture" is normal to these students is chilling and says a lot about how and why our society is tumbling down a steep slope of political correctness towards loss of freedom at an alarming rate.
January 10, 2018
Very, very enjoyable read and a fascinating story. After reading the book I actually want to do a half Mudder just to check it out. I laughed at the idea before so it is a bit of a change of heart. I was surprised at how well written the book is and frankly how insightful, Will Dean has obviously spent some time getting to know himself and his motivation and it shows.
I am not a big youtube user, but now I will check out some of the videos he mentions to get a better sense for what is what. I do agree with him that the top business schools seem to be more focused on getting a good high paying job with in finance that in how to run your own business. Tough thing to teach, and way riskier.
I checked out this book from the library, but will now go buy a copy to add to my own personal library. I expect I will re-read it again.
I am not a big youtube user, but now I will check out some of the videos he mentions to get a better sense for what is what. I do agree with him that the top business schools seem to be more focused on getting a good high paying job with in finance that in how to run your own business. Tough thing to teach, and way riskier.
I checked out this book from the library, but will now go buy a copy to add to my own personal library. I expect I will re-read it again.
December 5, 2017
I won this book from Goodreads Giveaways.
This book interested me, because I am a runner who is a fan of mud runs. Tough Mudder, though, always seemed like more than I wanted to take on. After reading about the culture of Tough Mudder and the driving forces behind the company, I am more interested in considering it.
However, It Takes a Tribe is more a business book, with a sprinkling of motivational stores, than it is about the events themselves. There are some very good lessons on how to live a better life, as well as how to build and grow and entrepreneurial spirit.
This book interested me, because I am a runner who is a fan of mud runs. Tough Mudder, though, always seemed like more than I wanted to take on. After reading about the culture of Tough Mudder and the driving forces behind the company, I am more interested in considering it.
However, It Takes a Tribe is more a business book, with a sprinkling of motivational stores, than it is about the events themselves. There are some very good lessons on how to live a better life, as well as how to build and grow and entrepreneurial spirit.
January 31, 2018
I love the idea behind the Tough Mudder mentality. Cooperation, team work, leave no man behind. But while reading this book, I kept getting a horrible feeling about the author. Some gut reaction or instinct made me want to run as far away from him as possible. I dont know why, I feel like at the surface the book should make me like him... but it did the opposite. I am really curious if I met him in real life if I would get the same vibe. I wouldn’t read this again nor would I recommend it to my kids to read.
September 20, 2023
I wish I had read a story like this 45 years ago. How different my life would have been if I had heard a story like this.
This afternoon I watched a video of an event from two years ago. I was fascinated by actually seeing what I could only imagine the obstacles while listening to the book.
Funny how I ended up hearing this book. I had just finished a novel by Will Dean “First Born” a wonderful murder mystery (I highly recommend it). So I wanted see what else he had written which led me to an extraordinary experience in this story.
This afternoon I watched a video of an event from two years ago. I was fascinated by actually seeing what I could only imagine the obstacles while listening to the book.
Funny how I ended up hearing this book. I had just finished a novel by Will Dean “First Born” a wonderful murder mystery (I highly recommend it). So I wanted see what else he had written which led me to an extraordinary experience in this story.
September 6, 2017
Full disclosure - I received a copy free from Tough Mudder as a brand ambassador.
Certainly, I'm biased because I already love Tough Mudder. However, the origin story, to candid tone throughout and the transparency into Tough Mudder as a business was fascinated. Lots of lessons learned, that have be thinking about my own leadership, grit, resilience, determination and "tribe".
Quick read, too!
Certainly, I'm biased because I already love Tough Mudder. However, the origin story, to candid tone throughout and the transparency into Tough Mudder as a business was fascinated. Lots of lessons learned, that have be thinking about my own leadership, grit, resilience, determination and "tribe".
Quick read, too!
April 5, 2018
Was expecting more about the TM events and people itself. Will gave us details on his background and business philosophies and entrepreneurial spirit, however was short on details of just how TM got off the ground. We were told that within 4 years TM was pulling in 50M in revenue but there was not a word on the who and how much it took to get there. I have some limited knowledge and even a small event could cost upwards of $500,000 or more. Where did this start-up money come from?
August 24, 2018
I am far from being in a Tough Mudder but I found this book an inspiration with the ins and outs of a entrepreneur and the passion it took to realize Dean's dream. I was excited about the idea of growing a community because in the world today communities are needed. Suicide is growing and a lot of people don't feel a connection to anyone. This group is making that connection. I applaud this group for meeting this goal.
December 15, 2018
Overall engaging. It talks about what you would expect from the title. It gives you some insights about Harvard student life. It shows also the perseverance of people during the course that leaves you with the idea that the human race is highly resilient when facing obstacles of consideration. However, it did not imply some concepts that made me analyse the book during my spare time, as some other books do.
This entire review has been hidden because of spoilers.
September 5, 2019
I just signed up for a tough mudder and I wanted to know more about the story behind and how it all started.
I love their pledge:
As a Tough Mudder, I pledge that
I understand this event is a race... but not an excuse to be a selfish jerk
I will uphold the Tough Mudder values of teamwork and camaraderie
I will help my fellow competitors complete the course I will not whine... losers whine
I recognise that in life the race is long... and in the end, only really with myself
I love their pledge:
As a Tough Mudder, I pledge that
I understand this event is a race... but not an excuse to be a selfish jerk
I will uphold the Tough Mudder values of teamwork and camaraderie
I will help my fellow competitors complete the course I will not whine... losers whine
I recognise that in life the race is long... and in the end, only really with myself
September 24, 2017
This is an interesting memoir of Tough Mudder from the founder of its conception, creation, early growth, and maturing over the past decade. The book is more about the Mudder's spirit, experience, and the tribe, than about the business. After all, that is what TM is about, what drives a large part of the modern economy.
December 22, 2017
One of the best books I’ve ever read. I’ve actually never done a TM, although I’ve considered it. Now, it’s on my bucket list to do at least one.
Beautifully written and organized, the book had me interested in every word that was typed. When I had to put the book down, I couldn’t wait to read more.
Beautifully written and organized, the book had me interested in every word that was typed. When I had to put the book down, I couldn’t wait to read more.
February 13, 2019
This is not what I was expecting. A friend referred it, but they did not say that the majority was about setting up a business and running it. On the other hand though it was interesting reading about how an obstacle course race got started and kept it's momentum building. "Tell me folks: When was the last time you did something for the first time?"
December 31, 2022
I wanted to read this book since I work for tough mudder. No, I wasn’t required to read it for work - I wanted to learn more about the beginning of the company and get inside Will’s brain. I learned a few things that I didn’t already know, and the stories at the end of each chapter got me teary eyed. I really enjoyed this book.
October 31, 2017
I won a copy of this book during a Goodreads giveaway. I am under no obligation to leave a review or rating and do so voluntarily. So that others may also enjoy this book, I am paying it forward by donating it a local library.
January 16, 2018
An intimate look into the founding of the Tough Mudder movement. Founder Will Dean and his entrepreneurial spirit are able to overcomes pessimism, student loan "advisers", and a costly lawsuit to make Tough Mudder a worldwide phenomenon.
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March 22, 2018I chose to not rate this book because I’m 100% for Spartan Races. That’s where my heart belongs. I feel a lot of this book was about Dean being an entrepreneur and his time at Harvard. It bored me. That’s all I’m going to say since I’m biased.
September 2, 2019
* I received a free copy in a Goodreads giveaway (too long ago, sorry)
This is a very enjoyable read; it's a business book about entrepreneurship, but the stories and details of the Tough Mudders bring it to life.
This is a very enjoyable read; it's a business book about entrepreneurship, but the stories and details of the Tough Mudders bring it to life.
July 25, 2025
Great book that mixes stories of human spirit and the lessons learned as a founder of a startup company. Will Dean mixes profound human nature traits with building a business out of that. Along with it a few valuable lessons on how to start, build and scale a successful business.
September 23, 2017
Interesting book from a business perspective, and for anyone who's done a Tough Mudder event, it's also one that ties together the experience with the growth of the company. An enjoyable read.
December 21, 2017
Very okay, I didn't get much out of it.
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