Growing a Business – The Tough Mudder Way
Published on: November 17th, 2016
By: Chris Webber
This is not the first time I’ve been to a Tough Mudder competition. I’ve attended several times as a competitor and, most recently, in Las Vegas in support of my son. Watching Jack run through the muddy pits last Saturday (November 12th, 2016) reminded me of the huge gamut of emotions associated with these types of challenges: The excitement before the competition starts, the first quietly growing exasperation that builds to a roar as the competitor battles exhaustion and pain while tackling the seemingly endless obstacles (sometimes with varying degrees of success), and the combination of relief and disbelief that comes immediately following the competition. The experience never fails to leave both a physical and mental impact on each of the competitors, as well as often generating – for myself, at least – a few insightful thoughts along the way.
I attend Tough Mudder events regularly and share my experiences with the entire In Suits Marketing (ISM) team. These experiences serve as an analogy to what matters most to us in the business world:
- Mental Toughness
In Suits Marketing needs to focus on these qualities for the team to succeed, remain focused and be constantly moving forward. It is through these qualities that ISM was able to build the business from a motorhome in Chilliwack, to three offices throughout the lower mainland in only one year, As a matter of fact, Tough Mudder itself is a business that reflects these same attributes. In doing so, this young company has demonstrated substantial success and growth. As a concept, the business model seemed destined to the confines of local enthusiasts and highly dedicated extreme sports fans. Nonetheless, with over 10,000 competitors now participating in each event, Tough Mudder CEO, Will Dean, took the business from zero revenue to over $100 million in four short years. The company’s success is found in their smart and well-defined strategic positioning, constantly evolving business goals and objectives, meticulously designed and redesigned user-experience, ingenuous marketing campaigns, and their timely diversification to expand the population of its potential customers – all the same qualities that In Suits Marketing strives to deliver to our own clients.
Since our one-year anniversary on September 14th, 2016, In Suits Marketing has ventured forward into new and – for us – unchartered territory. With the opening of our Chilliwack office, we have now started the process of renewing and expanding our sales effort into the BC Interior. For one of our newest clients, Tap2Drain Plumbing, we are conducting our first interactive campaign with heavy creative elements being delivered through Instagram and circulated by hundreds of participants. Additionally, with a desire to further diversify the businesses, we have also taken on clients with needs that reside outside of our traditional range of services.
Running through a Tough Mudder course is not an easy feat, and neither is running a successful business. When facing a slippery, inclined wall that’s twice as tall as you are, it’s comforting to know that you have a team of people that will reach out to help you. If you’re facing a seemingly insurmountable marketing challenge, reach out to In Suits Marketing – we’re here to be your team.
Chris Webber is the CEO of In Suits Marketing.