Tag Archives: Spartan Race

Warrior Goes Long with Iron Warrior Dash

By Pete Williams

WarriorDash2012aWarrior Dash, the first obstacle mud run to attract more than 10,000 participants to a single event, announced today a longer version of its popular entry-level 5K race. The move comes at a time when more athletes are shifting to Spartan Race, Tough Mudder and longer, more challenging obstacle events.

Touted as the “most intense obstacle race,” Iron Warrior Dash will debut March 13 in Smithville, Texas, which is between Houston, Austin, and San Antonio, and feature 26 obstacles spread over a course of “15 to 20 miles of ruthless terrain and best-in-class obstacles,” though the three announced events range from 15 to 15.6 miles.

The two other races will take place April 13 in Douglasville, Ga. (near Atlanta) and on Sept. 21 in Michigan. Though there are no Florida locations, a press release issued today promised additional venues to be announced in the spring. The April 13 event could steal some thunder from the Savage Race, which takes place the same day at Little Everglades Ranch, just north of Tampa in Pasco County.

warriordash2012cIn July of 2009, Chicago entrepreneur Joe Reynolds, then 29, debuted Warrior Dash, a 3-mile muddy obstacle race and raucous post-race party, giving finishers one free beer and a fuzzy viking hat that looked like something Fred Flintstone might wear.

Warrior Dash was an outgrowth of the Great Urban Race series Reynolds had created two years earlier after watching an episode of “The Amazing Race.” Warrior Dash has scaled more quickly and this year attracted more than 500,000 participants to 50 events in the United States, Canada, and Australia, accounting for most of the $65 million in revenue that Reynolds’ Red Frog Events will generate from entry fees and sponsor deals with Miller Coors, Reebok, and Monster Energy.

Though Warrior Dash, which returns to Lake Wales, Fla., on Feb. 2, is one of the shorter and easier obstacle races, it attracts an equal number of men and women, with an average age of 30. Most races, including Tough Mudder and Spartan Race, tilt 70 to 80 percent male.

“Being an attainable goal opens up us up to a very wide demographic,” Munirah McNeely, Warrior Dash’s chief innovation officer, told SportsBusiness Journal recently.  “It’s something for young people to do with friends other than just hanging out or going to a concert.”

Warrior Dash debuted eight months before Tough Mudder and 10 months before Spartan Race. Warrior is known for its smooth operations but has seen attendance at some events drop off this year as many obstacle racers seek greater challenges than the modest 5K Warrior Dash.

Tough Mudder, though plagued with traffic issues this fall at events in Maryland and here in Florida, has duplicated Warrior’s lively post-race party scene while providing a more challenging course of 10 to 12 miles, mocking Warrior Dash with a sign at the 3-mile mark reading “Warrior Dash Finish Line.”

WarriorDashGroupAt 15 to 15.6 miles, Iron Warrior will be comparable in distance to Tough Mudder and the Spartan Beast, the 15-mile version of Spartan Race. Entry fees, which range from $105 to $205, are similar to the other events.

Obstacle races have soared in popularity over the last 18 months, with dozens of new events created around the country, most at the entry-level 3-to-5 mile distance to attract the most participants. Since many of those people tend to be one-and-done, bucket-list, casual athletes who do it for the novelty, we feel the longer-term play is at the greater distance as obstacle racing develops into more of a competitive sport.

We’re guessing Warrior Dash, with its experience, bankroll, and legions of Millennial-aged employees who tirelessly work events, has the power to take on Tough Mudder and Spartan at the longer distance.

We’re also curious to see if the World Triathlon Corp., which always is aggressive in protecting its Ironman brand, will go after Red Frog for using Iron Warrior. WTC only has the trademark on Ironman as it pertains to triathlon, but always is aggressive pursuing anyone using Iron in the title of an endurance event.

Of course, that’s usually when a new promoter enters the game. It will be interesting to see if WTC is willing to take on someone its own size.

Then again, given the struggles of WTC this year and the success of Warrior Dash, Red Frog might have leaped over Ironman in terms of size.

(Read our review of the 2012 Warrior Dash at Lake Wales, Fla.)

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SportsBusiness Journal Examines Obstacle Racing

By Pete Williams

Over the years I’ve written frequently for Street & Smith’s SportsBusiness Journal, which is a must-read for those who work in the business of sports.

I had not written for SBJ in several years but earlier this month they asked me to write a story taking a look at the booming growth in obstacle racing. The story is not available online, but you can take a look at a PDF of the piece, which appears in this week’s issue.

Front page/start of SportsBusiness Journal story

Inside magazine/remainder of SportsBusiness Journal story

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An Interview with Tough Mudder Founder Will Dean

By Pete Williams

Tough Mudder’s infamous ice plunge

We recently interviewed Tough Mudder founder Will Dean for a story on the growth of obstacle racing that will appear in next week’s edition of SportsBusiness Journal.

We spoke to more than a dozen people for that story. Dean talked at length about Tough Mudder and the future of this growing endurance sports category. Since only a few of those quotes were part of the SBJ story, we thought we’d include more of the interview here.

Dean, 31, might be the modern version of Fred Smith, the billionaire founder of FedEx who as a student at Yale in the early 1960s received little reaction from his professors after writing a paper proposing an overnight delivery service.

In 2009, Dean’s Harvard Business School professors thought his project for an event that would become Tough Mudder was unrealistic. These days Dean, who once worked as a civilian counter-terrorism officer in Great Britain, heads up the hottest race property in the endurance world. This year the Brooklyn-based Tough Mudder will attract 470,000 participants to its 35 events  and generate $70 million, including six-figure deals with a dozen sponsors. Dean says revenue will double in 2013.

Crawling under charged wires in Colorado (Photos by Dmitry Gudkov)

Tough Mudder, which only debuted in March of 2010, is not a race but a challenge. Athletes are encouraged to participate as a team in the 12-mile, off-road course, which includes obstacles that challenge the mind as much as the body. There are plenty of walls and ropes, but the event is best known for its dumpster of ice water, its electrically-charged gauntlet of wires, and its signature orange finisher’s headband.

Tough Mudder exploded at the same time Facebook became ubiquitous and that’s no coincidence. Dean says Tough Mudder has been Facebook’s No.1 advertiser, having spent millions on the social networking site. If you’ve spent any time on Facebook, you’ve no doubt seen pictures of muddy friends in their orange headbands. In many ways, Tough Mudder and its competitors such as Spartan Race and Warrior Dash have become the new triathlon, the Monday morning water cooler or Facebook bragging rights.

Tough Mudder, which debuted in Florida last year at Little Everglades Ranch in Pasco County near Tampa, returns to the Sunshine State Dec. 1-2 at the Hi Hat Ranch in Sarasota.

Here’s our interview with Dean:

Q: How big can this obstacle mud category grow?

A: In my mind you have really three distinct obstacle racing events. It’s like looking at road racing and putting 10K and marathon in the same group. They’re clearly quite different. Marathon is a category. Obstacle race is a pretty wide category. We would actively choose to exclude ourselves from the obstacle race group. There are no prizes at Tough Mudder; it’s not timed. There are no medals and the focus is on teamwork and camaraderie and lots of people helping each other. There are really few people treating it as a race.

Navigating the balance beam at Tough Mudder Georgia (Photos by Dmitry Gudkov)

There’s also Warrior Dash, which is a fantastic concept and absolutely no way am I belittling them. They’ve had phenomenal success, very smart guys. Great company culture, but they use the term “race” loosely. They’re as much about enjoying the post-race fun, having some beer and listening to music. I’m not saying anything controversial when I say that for most people in reasonable shape, Warrior Dash is not a very onerous event. It takes 20 or 30 minutes for most people. You spend more time in the post-race party than the event itself. Then you have Spartan Race, a very different business model than ours and doing very well but clearly an obstacle race

Q: What’s fueling interest in these events?

A: First, from a fitness perspective, the shift to functional fitness with P90X and CrossFit.  At Tough Mudder, we’ve positioned ourselves, if there is a category, at the high end of that. We expend a phenomenal amount of money on obstacle innovation and construction. I’m pretty confident that our budgets are significantly higher than the other muddy obstacle course challenges out there.

Running through fire at Tough Mudder Indiana/Illinois in June (Photos by Dmitry Gudkov)

People come for the obstacles, but it’s about creating a whole integrated user experience. It’s really a whole weekend concept and that speaks to the second thing, which I believe in very strongly: Experience is the new luxury good. Not just in the endurance space. People talk about what restaurant they’ve eaten at, climbing Mt. Kilimanjaro, bungee jumping, whatever. That’s far more important than what sort of iPhone you have and I think we’ve captured that.

One thing I realized early is that when people do their first marathon, they talk about how they hit the wall at mile 20 or mile 22 and how some person they’ve never met comes along and they run it in together. They talk about how meaningful that is for them, that shared experience and the bonding that comes with that.

At Tough Mudder, we try to create a variety of obstacles that test you in different ways. Regardless of your body type, shape and fitness, there will be something that will get you outside your comfort zone. We try to create that moment every 10 minutes, that moment of intense bonding on the course. I’m not a sociologist, but with Tough Mudder you realize that even though we live and work in a world where we’re surrounded by people, we really don’t have much meaningful interaction with people. Here in New York, we specialize in avoiding eye contact with each other on the subway or getting out of the car. There’s this irony that all this social networking gets us connected with more people but on the other hand it gets in the way of more meaningful connections.

Tough Mudder encourages teamwork, like at the Mt. Everest half pipe, shown here from the Indiana/Illinois event in June

At Tough Mudder, we created this very earnest, sincere, frankly kind of irreverent event that’s not a race, one that doesn’t take itself too seriously. We position ourselves as the opposite of the Ironman culture. You can help someone if they want assistance. Tough Mudder is about conquering your own Everest and being proud of what you’ve achieved. For some people it’s about getting around the course in an hour and 45 minutes and for other people it’s just about doing it.

Looking at the industry, Warrior Dash is in the fun mud run space. Tough Mudder is the tough obstacle course challenge and Spartan Race is about an integrated racing experience. And while superficially they look similar – we all have mud and walls – they’re three very different events and value propositions. People often ask me if Spartan Race is a competitor and I say not at all. It’s good for us in exactly the same way that for Boston that New York exists and vice versa in the marathon space. Tough Mudder is and always will be an event that’s about more than just the obstacles. People will call it a race because we have a start and a finish line and water stations in between that make it look like a race but that’s not what we aspire to do.

Monkey bars at Tough Mudder Florida last December

It’s this whole weekend experience where guys – and it is 80 percent men – get together for a weekend away and it’s almost a bachelor party for a lot of people. Tough Mudder is tough and it beats you up, but if you’re in good shape you’ll finish Tough Mudder and still walk to the bar that evening. You see a lot of people wearing their headbands to bars after and that speaks to the experience component of it.

Q: Your Harvard Business School professors didn’t think too much of Tough Mudder. What made you think it would work?

A: The vast majority of my professors said, “How are you going to sell a race that’s not a race?” You’re going to have huge liability issues and it will be a real challenge trying to scale this event. Business school professors are very intelligent people but it’s hard to imagine something that doesn’t exist. And a lot of (professors) struggled to envision a world where people would spend this amount of money on an event like this.

At the time I was in my late twenties doing triathlons and marathons and all people would ask is what my time was. That was the only metric. I’ve done races where people were screaming at me to get out of the way, especially in triathlons. I remember asking for help to get my wetsuit off in a triathlon and a guy said he couldn’t. It would have taken all of three seconds. It’s not like this is your profession. There’s no prize money at stake.

Dealing with iced barbwire in Pennsylvania in April (Photos by Dmitry Gudkov)

I believe there’s no such thing as a good business idea; there’s just good business execution and that comes down to having good people on the team. It all comes down to understanding what problem you can solve and why. I was this guy in my late twenties who enjoyed staying healthy, but I had a full-time job and I couldn’t spend lots of time in the gym. I wanted an event I could focus my training on that required more than aerobic fitness and I wasn’t looking for it to be a race. I knew I wasn’t alone in thinking that way. A lot of professors said it was a bad idea and that I should take a job with a large management consulting firm but I think you have to believe you’re an entrepreneur even if everyone else in the world is telling you that the baby you’re holding is ugly. You have to believe that it’s not.

Confined spaces and darkness are always part of Tough Mudder (Photos by Dmitry Gudkov)

Q: How do you address the liability issue?

A: Any activity is potentially high risk. It’s about building world-class systems and we’re very proud that nearly half a million people will do our events this year – after more than 150,000 last year – and we’ve had no fatalities. Statistically, over the course of any day at home watching TV, at least one of that many people might have had a heart attack.

Tough Mudder is about getting you out of your comfort zone. The adrenaline is pumping when you’re jumping into a dumpster full of ice, but it’s a somewhat controlled environment. And in some ways it’s like a high ropes course. You can say that if you fall it doesn’t matter because the harness is going to catch you after three feet. But your brain doesn’t think that way. What it sees is that, ‘Wow I’m 50 feet up here and if I fall I’m screwed.” One of our concerns is that there are hundreds of smaller events popping up. From a commercial perspective, having them do well is good for us. If the Des Moines Marathon does well, it’s good for Boston. But there’s always the danger of putting a lot of new players into the market. You have people who might not be aware of best safety practices. Tough Mudder has spent a lot of money working with the relevant safety people here and overseas to see that we meet and exceed safety standards. We have a $50 million general liability policy with Lloyd’s of London and we have to meet standards. It’s a big cost for us, but the far greater cost is providing all of the safety stuff, including 100-plus personnel at any event. We have ambulances, local hospitals briefed, and Medevac helicopters in place at more remote events.

Q: How has Tough Mudder drawn so many sponsors?

A: The days of being able to drop a lot of money on NBC and reach men in their 20s and 30s are gone. They’re looking for ways to engage with me. It’s a challenge and that’s why you see Super Bowl commercials selling for what they are. We’ve had 1,100 people have the Tough Mudder logo tattooed on them and that speaks to the engagement people have.

Tough Mudder is a real life Fight Club. You have obstacle racing, but Tough Mudder is this beast in an off itself. We have very high levels of Facebook engagement. If you look at our major sponsors – Bic, Under Armour, EAS, Dos Equis – they know there are lots of places with 20,000 or more people in one place. A stadium, sports event, wherever. But where else can you have this many people with a clear purpose in mind? They’re not just thinking about a game for two hours, but thinking of this experience for weeks leading up to it and they have real pride. They’ll wear the headband to work. Brands realize that we have something really unique, a fantastic activation program.

Log carry during Tough Mudder Pennsylvania in April (Photos by Dmitry Gudkov)

Q: How fast is Tough Mudder growing?

A: We’re hoping for a million participants in 2013. We’ll be at $70 million this year and that should double next year. We have a 50,000 square foot warehouse in Brooklyn and six 53-foot trailers. That will double next year. We also have warehouses in the UK, Canada, and Australia. It’s like a traveling circus. For a typical event, we’ll have 10 to 15 of our headquarters-based staff and another 200 staff plus volunteers. At out Sydney (Australia) event (Sept. 22-23) we’ll have 40,000 participants and easily could have had 70,000 if we did not have to cut it off because of the venue’s capacity.

Q: It sounds like Tough Mudder is huge in Australia.

A: Earlier this year we had an event in Melbourne. I touched down at the airport, having never been to Australia. The immigration officials assumed I was from Great Britain, but I said I lived in New York and worked for Tough Mudder. When I mentioned I was the CEO, all these immigration officials came over. Many were doing the event that weekend. It’s all still amazing to me because if you look at the original business plan, which I have new employees read, we projected 7,500 people competing in year four. Now we’re heading into year four and will hit one million.

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Spartan Race Coming to Fenway Park

By Pete Williams

Guarding the Spartan Race finish line

Spartan Race, the grueling obstacle race series featuring penalties of 30 Burpees for each challenge not completed, is taking its show to Fenway Park, the historic, 100-year-old home of the Boston Red Sox.

Spartan Race typically sets up in remote areas, staging events of between 3 and 12 miles and consisting of 15 to 25 obstacles. The Fenway Park event will be a one-mile time trial taking place entirely within the ballpark on Nov. 17.

Unlike other obstacle events, Spartan Race does not provide course information beforehand. Joe DeSena, the creator of Spartan Race, would say that Fenway’s signature feature, the Green Monster left field wall, will come into play.

DeSena, who is friends with former Red Sox general manager Theo Epstein, says he was contacted by the Red Sox to put on the race, the team’s latest foray into non-baseball events. For about 30 years beginning in 1973, Fenway Park was used exclusively for baseball. Since 2003, the Sox have staged everything from Bruce Springsteen and Rolling Stones concerts to the NHL’s Winter Classic.

Though the Fenway version of the Spartan Race is just one mile long, it’s priced like a regular Spartan event – or a Red Sox game. It’s a whopping $110 to register through June 17 and escalates to $150 through Nov. 9. DeSena says the event is likely to sell out by Aug. 1, with 10,000 competitors expected to participate in what likely will end up being extended over two days.

Thirty Burpees – Standard Spartan Race penalty

Even spectator tickets cost a whopping $40.

“You go to Starbucks for breakfast you end up spending forty bucks,” DeSena says.

DeSena, a Queens native who grew up a New York Yankees fan, made a small fortune on Wall Street before moving to Pittsfield, Vermont, where he operates a small resort hotel. An avid endurance athlete who once completed 12 Ironman triathlons in a year, he created the Spartan Death Race in 2005 because he believed Ironman and other ultra-distance events did not present a big enough challenge.

Athletes competing in The Death Race, held annually in Pittsfield in mid-June, do not know how long the event will take place, what it will entail, or even the exact starting time. Last year’s event kicked off with competitors deadlifting rocks for six hours. The event had a religious theme and at one point athletes carried logs on their backs for 24 hours. The Death Race continued for 45 hours before DeSena called it with just 35 of the 155 athletes remaining.

The Spartan Race, launched in 2010, is a scaled-down version of The Death Race consisting of the Spartan Sprint (3-mile), Super Spartan (8-mile), and Spartan Beast (12-mile plus) events. Athletes typically haul heavy objects such as five-gallon buckets of gravel, drag concrete blocks, climb walls, flip tires, and run a race-ending gauntlet of guys dressed as 300 Spartan warriors wielding double-sided mallets.

Athletes also must perform challenges relating to the host property. At a Virginia event last summer at a paintball facility, athletes had to dodge gunfire and successfully hit a target from 10 yards away.

Spartans…Prepare for glory!

Failure to do so earned the athlete 30 Burpees, the standard penalty for not completing challenges. Athletes typically do three or four sets of Burpees, which makes Spartan Race arguably tougher than other events in the category, including Tough Mudder, which do not issue penalties.

Tough Mudder, like Spartan Race, debuted in 2010 and now hosts dozens of events worldwide. Each series is likely to clear $50 million in revenue this year. Unlike Spartan Race, which issues timing chips and awards points in a year-long race series, Tough Mudder does not market its events as competitions but team-building exercises.

Boston’s average high temperature for November is 52 degrees with a low of 38. DeSena said the cold and threat of ice and snow will only add to the Spartan challenge. The Fenway Park race could be the first of several ballpark Spartan Races, though athletes in Central Florida should not get excited about a Tropicana Field event.

“We put on very unique events, the only truly competitive events and fans of the Red Sox are pretty competitive people,” DeSena says. “We want to do more of these – but only in the best of the best stadiums.”

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Training for Triathlons via Obstacle Races

By Pete Williams

Triathlon and obstacle race training complement each other well, except when it comes to wardrobe.

Are obstacle races the new triathlons? Judging by the unbridled growth of Spartan Race, Tough Mudder, Warrior Dash, and other events at a time when interest in triathlon seems flat, that might be the case.

Perhaps the bigger question is whether obstacle racing is a more effective way to train than slogging it out via swim-bike-run, which can be repetitive, monotonous, and potentially damaging to the joints.

Last year I did fewer triathlons but completed six obstacle races. This year I’ve done three obstacle races (Warrior Dash, Spartan Race, Savage Race), although tri season has not started.

With the Escape from Fort DeSoto (April 14) and St. Anthony’s (April 29) triathlons rapidly approaching, it dawned on me Friday that I’m way behind on triathlon training. Aside from races, I’ve been on my bike just once since August and have been in a pool just four times since Halloween.

But I’ve done a lot of obstacle race training – integrated strength and interval running sessions that might be the most efficient way to train. I had a hunch that work had put me on track to be ready for next month’s triathlons. This past weekend would be an interesting case study.

On Saturday a dozen friends entrusted me with leading an obstacle race training session at Siesta Key Beach in Sarasota. I brought no equipment other than a few small cones to mark off distance. Anything else we’d have to find on the beach.

Here’s what I came up with, borrowing pieces from books I’ve had the honor of writing with Mark Verstegen and Brody Welte:

Warm-up (knee hugs, lateral lunges, drop lunges, butt kickers, leg throwdowns, donkey pulls)

5-10-5 shuttle run (3 times through)

1/4 mile run

Park bench routine (alternating pushups/dips) 12-10-8-4-2 (concrete slabs used instead of park bench)

1/4 mile run

Burpees (12)

300 yard run to volleyball net, simulating blocking on both sides

100 yard run

Park bench routine – 6-4-2

400 yard sprint to finish

We started around 11 a.m. and the heat added to the degree of difficulty, but since most obstacle races take place mid-day, that was appropriate. It was typical of a lot of workouts I’ve done during the last six months, a few of which I’ve chronicled on ABC Action News here in the Tampa Bay area.

On Sunday, I returned to my triathlon training group for the first time since November and just the second time in the last year. This is a group I struggle to keep up with on a good day and figured I’d get dropped early on the 30-mile ride because of the layoff.

Instead I hung on with no problem, took a stint pulling early in the ride, and managed a five-mile run after.

This doesn’t mean one form of training is necessarily better, though there’s a tendency in triathlon training to drift into long, slow distance training instead of more effective interval sessions. Obstacle race training forces you to stay on target.

Bottom line is variety is the most important element of any workout regimen.

That and having great friends as training partners.

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Florida Obstacle Race Calendar Filling…for 2013

Looking for the best list of obstacle races in North America? Check out ObstacleFit.com!

OFlogo2

By Pete Williams

A competitor at last month’s Spartan Race in Miami. South Florida will be busy with obstacle events in 2013.

We’re still not sure if obstacle racing and mud runs are here to stay or just a passing fad. But Spartan Race, Warrior Dash, and especially Tough Mudder already are filling their calendars for 2013, with numerous dates in Florida.

A year ago, Tough Mudder held 14 races in North America, Spartan Race 27, and Warrior Dash 35. That was impressive considering Warrior Dash only debuted in 2009 and the other two races in 2010. This year, the three race series already have combined to schedule 125 events, including races in Canada and Europe, and planning for 2013 is well underway.

Warrior Dash, which has two races in Florida this year, announced a third-annual event at Lake Wales for Feb. 2, 2013 shortly after its January race concluded. Spartan Race officials followed suit after their race in Miami last month and will return to South Florida on Feb. 23-24, 2013.

Now Tough Mudder has announced dates and locations for a whopping 51 events for 2013. Tough Mudder will have just one Florida event this year – coming to Fort Meade’s Dirty Foot Adventures on Dec. 1-2 – but will visit the Sunshine State at least three times in 2013.

Tough Mudder will make its Miami debut Feb. 16-17, 2013 – just a week before the Super Spartan Race, the eight-mile version of the event which has been held at Oleta River State Park in North Miami the last two years. Tough Mudder also will come to Jacksonville on May 18-19 and visit the Tampa Bay area for what will be the third time, moving its date from December to Nov. 2-3.

Obstacle races, which feature 12 to 30 challenges over a 3-to-12 mile course, have exploded in popularity in the last 18 months, especially among the coveted 21-to-35 demographic that’s generally underrepresented in distance running and triathlon. Marketed to groups and featuring lively post-race festivities with free beer, obstacle races have thrived even amid a difficult economic climate. Spartan Race, Tough Mudder, and Warrior Dash each should gross more than $40 million in 2012.

The races have inspired numerous competitors, including several Florida-based promoters. Savage Race, which drew 2,000 athletes to its inaugural event in Clermont in August, is expecting 3,500 for its second race on Saturday, also in Clermont.

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FitPerkz: Providing Daily Fitness Bargains Via ‘Apple Deals’

By Pete Williams

FitPerkz founders James Bellamy and Whit Lasseter

James Bellamy and Whit Lasseter spend most of their time advocating a healthy lifestyle, serving as marketing ambassadors for fitness-related companies and competing in many Central Florida endurance races.

So it was a natural that the two Tampa residents, who were friends growing up in Tennessee, have teamed to create “FitPerkz.com,” Groupon-like discount offers for health and fitness-related products and services in the Tampa Bay area.

Dubbed “daily apple deals” after the famous apple-a-day doctor advice, FitPerkz showcases everything from health products stores to upcoming races to Lasseter’s Tampa CrossBoot bootcamp business.

“The idea is to provide information and opportunities for people to get healthy,” says Bellamy. “By doing the small things every day, you can make big changes in your health over time.”

The current apple deal, which runs through Tuesday, is a heavily discounted entry ($59) into next weekend’s Super Spartan Race at Oleta River State Park Miami. The offer is a discount of 52 percent from the $125 entry price for Sunday’s event; Saturday is sold out.

During the last two years, Spartan Race and Tough Mudder have become the most popular races in the booming obstacle mud run category. The Super Spartan Race is the eight-mile version of the Spartan Race, which some consider tougher than the 12-mile Tough Mudder. Unlike Tough Mudder, which does not penalize athletes for skipping or not completing obstackes, Spartan requires athletes who do not complete challenges to perform 30 Burpees.

Bellamy says the daily deal will be the centerpiece of a site that will grow in the coming months to include recipes, fitness advice, workout videos, featured athletes, and an event calendar.

“We’ve been fortunate to build a community of fitness enthusiasts in this market and develop a lot of contacts that can help people live a more active, healthy lifestyle,” Bellamy says “FitPerkz makes it as fun an inexpensive as possible to get fit and stay healthy.”

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Warrior Working to Stay Atop Mudpit

By Pete Williams

Warriors cross the finish line.

LAKE WALES – We’re not sure if obstacle mud runs will be a long-term part of the endurance sports world or just a fad that will disappear after a few years. But Warrior Dash, which kicked off the mud run season this weekend at the Triple Canopy Ranch, seems intent on being part of the category for however long it lasts.

It’s not that the 2012 version is more difficult than the 2011 rendition. Warrior Dash seems comfortable being the shorter, first-timer mud run, as opposed to longer endurance tests like Tough Mudder and Spartan Race. With Muddy Buddy announcing last week that it’s scaling back to eight events this year, in part because of the success of Warrior Dash, it seems Warrior Dash should command even more of the first-time mud run demographic.

This weekend’s Lake Wales attendance was 9,000 over two days, down from 13,000 last year. That’s in part to the countless mud runs that have sprung up in the last year in Florida, at least five of which left postcards on windshields while athletes raced. We’re guessing Warrior Dash will have an easier time maintaining and building its numbers in other parts of the country where there’s not a mud run nearly every weekend of the year.

Race-ending mudpit

With so many events, it’s difficult to come up with new challenges. We liked Warrior Dash’s main water obstacle, a 10-yard swim through chilly water to a floating obstacle, followed by another 10-yard swim back to shore. The distance was short enough for non-swimmers to doggie paddle – lifeguards were on hand just in case – but long enough for everyone to feel uncomfortable. Even with temperatures in the high 70s, it’s still January in Florida and the water is 60ish.

The Dash featured many of the obstacle run staples – walls, rope ladders, hurdles, fire jumps – along with running over old cars. Though it did have 100 yards of mud at one point that took some competitors down waist deep, it was easy for some just to run around the obstacle. Perhaps the biggest challenge was running about a mile through sand.

We missed last year’s Warrior Dash and wish we had done it before taking on Tough Mudder, Spartan Race, Savage Race, Highlander, and multiple Muddy Buddies. It’s one of the easiest among that group, though there are a lot of things Warrior Dash does best.

Warrior Dash was the first event to take the mud/party race formula national and they still do a great job with that, attracting perhaps the youngest crowd and probably selling the most beer. (Athletes get the first for free.) It definitely had the liveliest post-race atmosphere. It helps that the Chicago-based Red Frog Events, parent company of Warrior Dash, was founded in 2007 by then-27-year-old Joe Reynolds and the band of Millennial staffers on hand worked tirelessly. The Chicago Tribune recently rated Red Frog as the No.1 small company on its list of top workplaces and clearly these young adults love their work.

We liked the fuzzy Warrior hats all athletes received, perfect for Halloween should we ever go as Fred or Barney. Warrior Dash also has jumped aboard the soft T-shirt craze with some sharp, fitted, navy blue shirts with the Warrior Dash helmet logo on the front. (Hopefully this will inspire Tough Mudder and Spartan Race to give out something other than fairly generic unisex numbers with a concert shirt-like race calendar on the back.)

The back of the Warrior Dash shirt reads “World’s Largest Running Series.” Tough Mudder is taking aim at that title. For now, Warrior Dash, which caused obstacle mud racing to blow up a year ago, shows no signs of slowing down.

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Top 10 Endurance Sports Florida Stories of 2011

By Pete Williams

Tough Mudder's infamous "Chernobyl Jacuzzi"

When we launched Endurance Sports Florida in January, we had a pretty good idea that running and triathlon would be a significant part of our coverage. We could not have anticipated the impact sports such as obstacle mud runs and stand-up paddleboarding would have in the Florida endurance world.

So as we look back at the Year in Florida Endurance Sports, it’s perhaps no surprise that the top 10 stories reflect the growth and diversity of an industry in a state that arguably has more endurance sports options than any in the country.

#10 – Introduction of the Tultex T-shirt

Fashion trend of 2011?

We’re not sure who first introduced (or resurrected) the idea of the soft, fitted, blended T-shirt this year, but we’re all for it. Two new obstacle mud runs – Highlander and Savage Race – gave them out, as did the Autumn Fest 5K in Safety Harbor. We even printed Tultex for the second-annual Caliente Bare Dare 5K in October. At a time when athletes are bored with cotton and tech, Tultex is a welcome addition. Anyone who thinks T-shirt related news does not belong in a stories-of-the-year list does not know endurance athletes.

#9 – Participation Up, Spectating Down

Spending more time at the beach

Maybe it’s because Florida’s professional and college football teams are all in the tank at the moment, but the continuing boom in endurance sports seems to coincide with a decline in interest in and attendance at big-time spectator sports. We have a theory on this, and it’s one that some college sports management class should investigate. When the economy went south in 2008, Floridians looked at their suddenly depleted finances and realized, “I’m paying how much for sports tickets? I need to take charge of my health and finances and if I’m going to pay $75 for a couple hours of entertainment, I want to have a sense of accomplishment about it. I want to come out of it feeling great physically, not like I just inhaled nasty processed food and expensive beer.”

Even the Tampa Bay Rays, who generally have played well since the economy crashed, have struggled to draw in this bad economy. But all areas of endurance sports have experienced spectacular growth. Is there a connection? Sure seems like it.

#8 Pasco County – Endurance Sports Mecca

Pasco County is known for many things: sprawling growth during the real estate boom, hot-air ballooning, sky-diving, nudist clubs, Jim Courier, Saddlebrook Resort. It’s had a foothold in the endurance sports world for years between the Longleaf Triathlon, Rattlesnake Run, and Dances with Dirt. Central Florida cyclists flock to San Antonio since it’s one of the few places in the area with hills and the Caliente Bare Dare 5K in Land O’Lakes is now two years old. But Pasco put itself on the endurance sports map in 2011 by landing Tough Mudder, which with nearly 20,000 athletes during a December weekend became the biggest endurance event ever in the greater Tampa Bay area. Don’t be surprised to see Pasco host more larger endurance events, especially with the proliferation of mud runs and a realization by the part of race directors that greater Tampa has more athletes than Orlando.

Eric Stratman of TNL Tampa leads a mud run training program

#7 – CrossFit: Meet Endurance

A year ago, you’d rarely see “CrossFit” and “endurance” in the same sentence. CrossFit athletes were viewed as bodybuilders with a bit of a gymnastics bent and the endurance crowd a bunch of spindly folks who never picked up a weight. But fueled in no small part by the obstacle mud run phenomenon, the two groups have met in the middle, recognizing that an integrated program of interval running and mix-it-up strength work might be the best formula for building a high-performance body, to say nothing of an attractive one. Obstacle mud runs such as Tough Mudder and Spartan Race have shrewdly aligned themselves with CrossFit programs, many of which like TNL Tampa now offer mud run-specific training programs. Runners and triathletes have embraced such training and the existing CrossFit demographic has discovered the benefits of interval running.

#6 Triathlon Dropoff?

Race directors around the state reported a 10 percent dropoff in entries this year. We’re not sure if that’s a reflection on the economy (unlikely if it didn’t happen in 2009-10), oversaturation of events (probably), or the popularity of newer endurance pastimes like obstacle mud runs and stand-up paddleboarding (possibly). Whatever the reason, the unbridled growth of triathlon in the last five years seems to be leveling off.

Triathlon: Still on the rise?

Triathlon is a sport with a high churn rate, dependent on a constant influx of newcomers. Mud runs, which don’t require bicycles or swim ability, are more accessible. And though endurance sports have been mostly recession proof in a state hit harder than most by the economy, there’s no question Florida’s slow economy is playing an impact.

We’re still bullish on triathlon, but as with any endurance sports category, competition in triathlon is fierce. The most ambitious newcomer is HITS, a group of equestrian promoters who will stage a national series – including events in Naples and Ocala – featuring triathlons of four distances (including iron) in the same weekend.

Just another sign that the triathlon pie, whether shrinking or not, will be carved into more pieces in 2012.

Florida SUP races draw pros like Annabel Anderson

#5 Stand-up Paddleboard Racing

A year ago, there were only a handful of “SUP” races in Florida. Now it’s possible to find one most every weekend from April through October. Until Brody Welte moved his StandUp Fitness operation from St. Pete to San Diego, we also had the YOLO Board Winter Race Series. Florida already leads the nation in putting on the most triathlons, marathons, and obstacle mud runs. Now it can claim the lead in SUP events. SUP racing still is a work in progress, however, remaining mostly under the radar. In September, Exclusive Sports Marketing drew just 65 athletes to South Beach for a race it billed as the “U.S. Open of SUP,” with a whopping $35,000 in prize money. Welte built some traction in two years with his Gulf Coast StandUp Paddleboard Championship in Madeira Beach and it will be interesting how he handles the event from the West Coast – of the country. Still, we’re bullish on SUP racing with its modest entry fees, occasional prize money, nice awards and solid post-race food.

#4 Ironman Gets Rusty?

Mixed year for Ironman

Sure, the World Triathlon Corp. still sells out its signature events, including Ironman Florida, in a matter of minutes. But does it seem like the Tampa-based WTC is wandering in the wilderness? Actually, WTC moved out of Disney’s Wilderness for the Ironman 70.3 event in 2012, relocating to Haines City. That’s just one of several head-scratching moves WTC made in 2011. We love Haines City (RIP Boardwalk and Baseball), but that doesn’t seem like the destination event like Disney. Then again, WTC couldn’t draw many athletes to Clearwater for its much-touted, season-ending, inaugural 5150 series event. WTC canceled the would-be Nov. 18 race in October when it couldn’t reach its modest expectations of 800 athletes, the latest sign that the 5150 concept is a misfire. WTC also seems to be chasing every endurance trend, including half-marathons and an aborted mud run series called Primal Challenge. Here in Florida, the St. Anthony’s Triathlon, now officially a WTC-affiliated 5150 event after a long history of sharing personnel, was marred by weather for the third straight year. If WTC was a stock – and don’t think that idea hasn’t been brought up by the private equity group no doubt wondering if they overpaid the Gills family in 2008 just weeks before the economy crashed – it would be Microsoft, still paying handsome dividends but viewed as stodgy and unable to come up with a new hit. Andrew Messick was hired in May as CEO, but thus far it’s business as usual with the M-dot.

#3 Half Marathons Gone Wild

It wasn’t that long ago that race directors had a tough time convincing the City of St. Petersburg that the market could support a half marathon. These days, it’s difficult to find a weekend between late October and mid-March in the Tampa Bay area without such a race. St. Pete, which added Competitor Group’s Rock ‘n’ Roll Half to the calendar for Feb. 12, now has four half marathons. The rest of the state, especially South Florida, also has capitalized on the half marathon phenomenon. We’re not big fans of half marathons, which seem to provide the least in terms of food, cool shirts, swag, and race experience for the money when compared to triathlons, mud runs, trail runs, and stand-up paddleboard races. But there’s no question the half marathon is the sweet spot of the current running boom.

#2 Obstacle Mud Runs

Conquering the Savage Race in August

As recently as 2009, the Muddy Buddy race at Disney’s Wide World of Sports over Mother’s Day weekend was pretty much the only obstacle mud run in Florida. This year, there were more than 40 and the schedule became so packed that Muddy Buddy scrapped its proposed year-end championship in Punta Gorda once Tough Mudder announced plans for its Dade City race the same December weekend. (Muddy Buddy fans still had a late-November race in Miami for the second straight year.)

We’ll see if “OMRs” have staying power or end up being just a fad. For now, they’re drawing runners bored with pounding the pavement, would-be triathletes who don’t want to buy a bike or learn to swim properly, and trail runners, along with the CrossFit and bootcamp crowds. Like running or triathlon, athletes can pick from easy races (Muddy Buddy, Warrior Dash) and difficult ones (Spartan Race, Tough Mudder). The lure of OMRs is challenging both your strength and endurance while acting ridiculous and rolling around like pigs. No wonder so many race directors are jumping into the mud pit.

#1 Tough Mudder

Conquering mud and barbwire at Little Everglades Ranch

As with Oscar-contending films released in December, there might be a tendency to overplay the impact of Tough Mudder’s Florida debut earlier this month. Then again, when nearly 20,000 athletes converged on Little Everglades Ranch in Pasco County, it was confirmation that 2011 was the Year of the Obstacle Mud Run.

Tough Mudder, the biggest OMR, has become the aspirational event for endurance athletes, who post their photos and finisher’s badges on Facebook and wear their campy orange headbands proudly. It’s become cooler to survive Tough Mudder’s Chernobyl Jacuzzi and Electroshock Therapy than complete a triathlon of any distance. And to think, Harvard Business School professors scoffed at Will Dean when he submitted Tough Mudder as a class project during his MBA program. Nobody, they said, would pay an average of $100 to get their butt kicked for two or three hours. Dean launched Tough Mudder in March of 2010, staged 14 races this year and has plans for 44 in 2012. He could clear $100 million in gross revenue, including sponsorship from the likes of Under Armour.

So how has your company fared the last two years?

We actually found Spartan Race more challenging with its 30-Burpee penalties, but there’s no question Tough Mudder is the leader in the category and is taking chunks of the running and triathlon pies. Tough Mudder already has announced a return to the Tampa area Dec. 1-2 and also has plans for 2012 events in Miami and Jacksonville, dates and locations TBA.

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The Ultimate Obstacle Mud Run

By Pete Williams

How would you build a mud run?

We’ve devoted a lot of space at Endurance Sports Florida to coverage of obstacle mud runs – and with good reason. Just two years ago, the category consisted of little more than the national Muddy Buddy race series and a few regional events.

In 2011, there were more than 30 events in Florida alone. National series such as Tough Mudder and Spartan Race have developed cult-like followings, to the point where each likely will gross more than $50 million in 2012. That’s amazing considering neither debuted until the spring of 2010. Tough Mudder staged 14 events this year and will put on 44 next year, some internationally. Spartan Race, a spin-off of the legendary Death Race in Vermont, is showing similar growth.

It seems every week another mud run is launched. Florida leads the nation in mud runs because of our year-round warm weather and huge population of endurance athletes accustomed to pushing their limits, acting silly, and wearing little.

Yesterday a friend suggested we launch a mud run series. That’s a lot to tackle and, besides, sooner or later there will be a shakeout in this category. But it got me thinking about what I would include in an obstacle mud run.

An obstacle mud run staple

I competed in six events this year: Tough Mudder, Spartan Race, Savage Race, Highlander, and two Muddy Buddy races. I also attended the Spartan Death Race in Vermont, the toughest and perhaps most insane event on the planet. That’s only a fraction of the three dozen races around the country, but it’s a good representation of events in terms of size and degree of difficulty, especially here in the Sunshine State.

Golf writers are forever creating their fantasy 18-hole course, taking holes from Augusta, Pebble Beach, St. Andrews and other classic courses. Why not take the best of various mud runs and add a few of our ideas?

Here then is our Ultimate All-Star Obstacle Mud Run

DATE: Mid-November, 2012. That’s ideal weather here in Florida, which this year extended into early December for Tough Mudder. It could be cold in either instance, but we’re more likely to have that high-of-72 day in mid-November.

VENUE: We loved Little Everglades Ranch for Tough Mudder. The Clermont facility used by Savage Race also has its strengths and we liked the rolling terrain of the Bartow property Highlander used. We could go with any of them and there no doubt are other ranches and facilities that will jump into the mix for 2012 races. We’ll keep it closer to Tampa, preferably in Pasco County.

DISTANCE: Ten miles. A good round number not associated with any other race. It’s long enough to be challenging and include enough challenges.

OBSTACLES: Twenty. Anything more can become repetitious. This does not count the many shorter dashes through mud and swamp (a la Tough Mudder) or ducking under ropes and through mazes in the woods (Highlander).

RACE OR NO RACE? We like Tough Mudder’s team-oriented, finish-together philosophy, but we’re going to chip time this and implement time penalties for obstacles that can’t be completed. We’ll also provide bonus opportunities to slash minutes off your time.

We'll have costumes and fire at "The Ultimate"

COSTUMES? Absolutely. We’ve been known to encourage nude running, so anything goes here. We’ll take a page from Muddy Buddy and leave time for a pre-race costume judging with real prizes.

PRE-RACE: We liked the bagpipes at Highlander, but we have to go with the hilarious 10-minute pre-race instructions and pep talk given by the guy at Tough Mudder.

OBSTACLE #1 – This by necessity has to be something simple because the waves of athletes haven’t thinned out. The Highlander’s initial rapid-fire series of 20-foot dirt mounds goes here.

OBSTACLE #2 – We heard some complaints at Tough Mudder from the CrossFit crowd that the race didn’t require enough brute strength, WOD kind of stuff. Fair enough. After running a mile, we’re going to grab large rocks and perform non-stop squats for six minutes. Be glad this isn’t The Death Race. They had to do it for six hours.

OBSTACLE #3Muddy Buddy Miami had a wacky inflatable you plunged through head first. The danger, obviously intended, was coming through it face-planted into the rear end of the person in front of you. I lucked out with the woman in front of me but obviously this could have been a disaster, which is just the point.

Toughest obstacle?

OBSTACLE #4Tough Mudder’s Chernobyl Jacuzzi. Perhaps the most feared obstacle in the industry, it’s best to get this plunge into a dumpster full of ice water early, especially if you’ve got a bad taste in your mouth from the previous obstacle.

OBSTACLE #5 – It’s time for the mandatory commando crawl through mud under barbwire. Most every event has this but Spartan Race seems to have the best (or rather worst) combination of thick, manure-smelling mud and low-slung wire. Like the Spartan Race, this obstacle will be L-shaped, requiring a sharp turn.

OBSTACLE #6Tough Mudder’s Dirty Holes – a 150-yard slog through the swamp where you dip two feet with every other step. No, there are no gators here.

OBSTACLE #7 – Now that you’re shoes are hopelessly caked with mud, it’s time for the Balance Beam. We’ll use the Spartan Race zig-zagging version, short and just a foot off the ground. But we’ll also go with the Spartan Race penalty: Fall off the beam and do 30 Burpees.

We're adding paddling to obstacle mud runs

OBSTACLE #8 – Get Paddled. The Savage Race had a stand-up paddleboard rental outfit giving free demos after the race at a lake along the course. We’re going to make it part of the race. Grab a board, along with a paddle, and navigate a four-buoy, half-mile course. (This does not count as part of the 10-mile distance.) If you fall of your board do 30 Burpees when you get back to shore.

OBSTACLE #9 – Climbing Walls. We liked Tough Mudder’s tall Berlin Walls that required most people to take a team approach to get over. But we’re going to go with Spartan Race’s shorter series of walls – 6-foot, 7-foot, 8-foot – and requirement that you go at it alone or face 30 Burpees. We’ll provide a peg for shorter women. Like the Spartan Race, we’ll also have volunteers stationed as hecklers. (Recommendation: Don’t wear tri shorts like I did.)

OBSTACLE #10 – Target practice. This is from the Spartan Race’s June event at a paintball field in Northern Virginia. Here you’ll crawl on your forearms under a thin tarp as a sniper with a machine gun pelts you with paintballs. Hey, these events are supposed to be inspired by the military, right?

OBSTACLE #11 – The Forrest Gump. We’re amazed nobody has incorporated our favorite endurance hero into an obstacle mud run. Now that you’ve come out from under fire, you have to grab either a 100-pound sack or a smaller fellow competitor and carry it fireman’s style 50 yards to the base of the lake. Run it back to where you started and head back to the lake, where you’ll find a table of chocolates and cases of Dr. Pepper. Ten minutes deducted from your time if you eat an entire box or drink nine Dr. Peppers.

OBSTACLE #12 – We’re going to spend some time in the water here. First you perform Tough Mudder’s Ballshrinker obstacle, where you pull yourself backward along a zipline while mostly emerged in water. After you get off the Ballshrinker, you dip under a series of Highlander-inspired nets to reach shore.

Hope your log floats

OBSTACLE #13 – We call this one Deliverance since you’ll be dealing with a log. Taking a page from this year’s Death Race, you’ll come back to shore, grab a log and throw it in the lake. (Don’t hit any of the Ballshrinker crowd.) Next we’re going to test your claustrophobia by crawling through narrow tubes. But don’t think Tough Mudder. We’re going through a muddy creek and under an actual road through a dark culvert a la the Death Race. When you get out, head back into the lake and find your log – or any log. If it’s not floating, it’s time to dive and find it.

OBSTACLE #14 – We’ve been out here more than an hour and have yet to climb a massive rope ladder wall. We like the one from Savage Race. We’ll also do the Highlander’s climb over a boulder lined with tires.

OBSTACLES #15-16: We’re combining Tough Mudder’s “Walk the Plank” (jump from a 15-foot platform) with the Savage Race’s 150-yard swim loop. You must walk the plank. If you can’t swim, you make a quick doggy-paddle to shore, perform 30 Burpees, and take a 10-minute penalty, along with information on enrolling in a Masters swim program. We’ll have an area to discard your shoes, either temporarily or permanently if you wish to do the rest of the race barefoot. Like Tough Mudder, we’ll donate them.

Walk the plank, swim 150 yards

OBSTACLE #17: Rolling in the Hay. We’ll climb Tough Mudder’s massive hay bale pyramid. After that, it’s on to the Tough Mudder-inspired obstacle featuring five hay bales spaced four feet apart. You must complete this Wipeout-style, broadjumping between bales. Fall off? Thirty Burpees. We’ll also work the Spartan Race into this obstacle. Pick up a javelin and aim for that hay bale 20 feet away. If you miss, yep, 30 Burpees.

OBSTACLE #18: Home stretch now as we leap over three rows of Savage Race-inspired lit Duraflame logs. (Thirty seconds off your time if you tossed your shoes at Walk the Plank). Time now to climb a hill; this might be Florida, but there’s actually a hill like this at Highlander. Run a short loop before climbing the Muddy Buddy wall and maneuvering through the mudpit.

OBSTACLES #19-20: You’re caked in mud but standing before you at the edge of a hill are the Spartan Race’s band of roided up meatheads dressed in crimson. They’re wielding mallets but it’s up to you to bull rush past them and plunge down the Highlander’s 150-foot waterslide. You pass under a giant finish-line inflatable arc and race clock before flopping into the temporary pool. One minute taken off your time for each Spartan you drag down with you.

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