It Takes a Tribe

It Takes a Tribe

Building the Tough Mudder Movement


Winner of the Business Book Awards 'Startup Inspiration' category


Penguin presents the audiobook edition of It Takes a Tribe by Will Dean, read by Eliot Hill.

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.


  • At its core, It Takes A Tribe is a book about us. It goes beyond our ability to overcome obstacles and delves into how shared adversity is actually a powerful force in building deep, lasting bonds with others
    SIMON SINEK, optimist and author of Start With Why and Leaders Eat Last

About the author

Will Dean

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