It Takes A Tribe with Tough Mudder founder Will Dean

Penguin Live presents an exclusive conversation with the Founder and CEO of Tough Mudder on how he created this worldwide movement through a sense of tribe and community.

Will Dean is the unlikely Founder of Tough Mudder, the global phenomenon known as “probably the toughest event on the planet”, that today is a tribe of over three million Mudders.

In his new book It Takes A Tribe, Will sets out to share the amazing, irreverent, epic and insane true stories from the Mudder Nation tribe. Hear from Will as he takes attendees out of the mud, barbed wire, ice baths and electricity for a behind-the-scenes look at how the Tough Mudder tribe got started, speaks with infamous Mudders, heroes and legends and presents a preview of never-before-seen content from Tough Mudder. Ask Will all your burning questions about the book and how he got started, and find out what the evil geniuses at Tough Mudder are cooking up in its Obstacle Innovation Lab.

Attendees can expect a Mudder warm-up from Tough Mudder MCs, a meet-and-greet book signing with Will himself and plenty of other epic surprises (this isn’t your mum’s book launch). Hold onto your headbands (no, seriously bring your headbands and put them on). This is one Mudder event you don’t want to miss.

"Like any great startup story, Tough Mudder's story is full of twists and turns. But It Takes a Tribe is also a thoughtful argument about what really drives business" - Richard Reed, co-founder of Innocent Drinks

"Convincing people to spend hours running through the mud is no easy task. Building a business where millions of people pay money to do this would be ridiculous. But Will Dean has done it, and this gripping book reveals what it takes to stand by your values and create an organization that stands for those values" - Adam Grant, Wharton professor and bestselling author of Originals and co-author of Option B

(Tickets from only £17.00, plus receive a rebate of your Standard Entry ticket off any 2018 Tough Mudder event or season pass).

It Takes a Tribe

Will Dean

Tough Mudder is not a race. It's a challenge.

Unlike other endurance events, Tough Mudder encourages team spirit. The course's design forces you to seek help from others and with twenty obstacles, forty tons of ice and five hundred thousand litres of Grade-A mud set over ten to twelve miles, you're going to need it.

This revival of community is the key to the company's success. In It Takes a Tribe, co-founder and CEO Will Dean explores the mental, physical and social principles behind the experience and reveals how he built a global tribe. Arguing for clear principles, bravery and persistence, Dean shows a new generation of entrepreneurs why it's important to create a brand that people identify with and love.

It Takes a Tribe is the astonishing inside story of Tough Mudder, and a textbook for anyone looking to start a business or find more followers.

'Gripping - reveals what it takes to stand by your values' ADAM GRANT, Wharton professor and bestselling author of Originals and co-author of Option B

Will Dean is co-founder and CEO of Tough Mudder. Will was included in Fortune's '40 Under 40' list and received the US National EY Entrepreneur Of The Year Emerging Award. He was born in the UK and is a graduate of the University of Bristol and Harvard Business School. Prior to founding Tough Mudder, he worked as a counter-terrorism officer at the UK Foreign and Commonwealth Office. He divides his time between London and New York.

Event details

Author: Will Dean

Event: It Takes a Tribe with Will Dean

Sunday 3rd September
Glasgow, Scotland

Standard entry £17.50

Standard entry + It Takes A Tribe book (RRP £14.99) & Limited Edition Tough Mudder gift £29.50

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Monday 4th September
Rio Cinema, London

Standard entry £21.00

Standard entry + It Takes A Tribe book (RRP £14.99) & Limited Edition Tough Mudder gift £29.99

VIP entry + It Takes A Tribe book (RRP £14.99) & Limited Edition Tough Mudder gift (LIMITED TICKETS) £49.99

(Your VIP entry includes: VIP seating, exclusive meet and greet event with Will before the show, drinks on arrival, popcorn and snacks)

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Tuesday 5th Sept
The Lowry, Salford

Standard entry £17.00

Standard entry + It Takes A Tribe book (RRP £14.99) and Limited Edition Tough Mudder gift £29.00

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