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Mar 21|Tough Mudder

Tough Mudder Runs with Backbone Media as PR Agency of Record



BROOKLYN, N.Y. – March 21, 2019 – Tough Mudder Inc, the global fitness and active lifestyle brand, has teamed up with Backbone Media as its public relations agency of record.

“As we approach our 10-year anniversary, Tough Mudder continues to grow and diversify,” said Rabia Qari, SVP of Marketing at Tough Mudder, Inc. “We’re adding new events, new locations, new obstacles and new platforms to our brand. Backbone Media, with its expertise in the active lifestyle market and its portfolio of leading lifestyle brands, will be a key partner in our ongoing storytelling.”

Founded in 2010 with the launch of the Tough Mudder obstacle course event series, Tough Mudder has hosted over 3 million participants to date. Annually, the company organizes more than 130 events featuring non-competitive and competitive disciplines, in nearly a dozen countries. Tough Mudder also has branded gyms across North America as well as custom training, nutrition and coaching programs.

This season, the new Tough Mudder 5K makes attempting a Tough Mudder event easier than ever. Designed to be both challenging and accessible for athletes of all abilities, the 5K is ideal for first-timers who want to experience the fun, comradery and sense of accomplishment that finishing a Tough Mudder offers. Paired with the Mini Mudder, a mile-long obstacle course specifically designed for kids, Tough Mudder now provides a day of fun for the whole family.

“From weekend warriors to hardcore athletes, Tough Mudder appeals to a broad demographic,” said Ian Anderson, Backbone Media partner and PR director. “Tough Mudder brings people a unique opportunity to get outside, team up with friends and overcome obstacles in a fun, supportive environment. Our team is excited to join the Tough Mudder tribe.”


About Tough Mudder, Inc.

Founded in 2010 with the launch of the Tough Mudder obstacle course event series, Tough Mudder Inc. has become a leading global sports and active lifestyle brand. With more than 3 million participants, the company hosts more than 130 non-competitive (Mini Mudder, Tough Mudder 5K and Tough Mudder Classic) and competitive (Tougher Mudder, Toughest Mudder and World’s Toughest Mudder) events annually in 10 countries including the United States, Canada, United Kingdom and Germany. The company’s content arm provides the more than millions of engaged online brand enthusiasts with fitness, nutrition and wellness content delivered daily across social and digital platforms. Other NAM sponsorship partners include 3M’s Nexcare and ACE brands, CELSIUS, Soap & Glory, EveryManJack, Navy Federal Credit Union, Alanic, and additional partners being launched in the next few weeks. UK and Germany partners include Lucozade Sport, Brewdog, Snickers Protein, Toyo Tyres, Black Tower Wine, Rawbite, and Strandgut. For more information visit

About Backbone Media

Backbone Media targets, engages and inspires the active lifestyle audience through public relations, social media, media planning and buying. For more than 20 years, Backbone has worked with leading outdoor gear, apparel, technology, and food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colorado, and is a six-time recipient Outside magazine’s “Best Places to Work” award. For more about Backbone Media, visit

Calvin Bond

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