Tough Mudder, the world’s top brand for Obstacle Course Races, has entered into a strategic partnership with the leading Egyptian sports event management company, The TriFactory.
Tough Mudder holds events on five out of the six habitable continents, and Egypt is the 16th country to host a Tough Mudder event. The partnership also marks the launch of the brand in North Africa. The first of several events planned across Egypt took place on 13 and 14 December in Cairo’s Ora Developers’ ZED Park.
Tough Mudder 5K, the shorter and more accessible format of the event, was featured in the event, while the longer-course format will likely be rolled out beginning in 2020, depending on local demand.
“Due to the exponential growth of participants attending mass participation events, Egypt strategically has all the elements to grow and expand the Tough Mudder community. The event was organised by a team of professionals, with multi-year experience. Egyptian people are searching for new experiences and challenges, they are people who love to spend time and have fun together, and that is why we are convinced that they will love Tough Mudder and all it has to offer” said Johnny Little, VP of Tough Mudder.
With more than 4 million participants to date across five continents, Tough Mudder has offerings ranging from accessible yet rewarding challenges, from Mini Mudder for kids, to competitive events, such as Europe’s Toughest and World’s Toughest Mudder (24-hour endurance event).
“The TriFactory is proud to partner up with Tough Mudder and organise the world-class obstacle course race on Egyptian soil for the first time. The brand’s special combination of team spirit with mental and physical challenges is what makes it so exciting everywhere around the world,” said Ayman Hakky, founder & CEO of The TriFactory.