Virgin Active Joins Tough Mudder Team
Virgin Active has been announced as the first health club partner for the UK series of Tough Mudder, in a three year deal that will see the gym chain providing in-club training specifically designed to help them conquer the self-proclaimed ‘toughest event on the planet’.
The partnership will see Virgin Active utilise its new functional training experience ‘The Grid’. The 30 minute class, Grid Active, is based on high-energy obstacle training.
In addition, Virgin Active and Tough Mudder will also be joining forces to co-design a new class combining their respective talents that will be revealed later in 2015.
Paul Woolf, CEO, Virgin Active commented: “Discovering new ways to train and keep exercise fresh are fundamental to maintaining an active lifestyle and keeping motivation high all year round. There has been a huge rise in the popularity of obstacle course events like Tough Mudder because they allow people to constantly discover new ways to test themselves both physically and psychologically to the limit.
“At Virgin Active we have exactly the same attitude. We’re continually innovating our offering to show people new ways they can challenge themselves and to help them discover new exercises and multi-dimensional movements.”
Alongside the main Tough Mudder event, Virgin Active will also be supporting the launch of an extended offering for children with its Active Crew programmes, with more details to follow in February.
Andy Birch, head of fitness & wellbeing added: “The training and classes that Virgin Active provides through The Grid which is the perfect workouts to prepare you to discover and conquer Tough Mudder.
“Not only do they focus on getting adults moving better and training every part of their body, they surround you with like-minded people. The class environment and instructors help you to drive each other on and have fun at the same time, the thrill is very similar to how you will feel when your team takes on the Tough Mudder courses.”
The final part of the agreement will see The Liberator, a new Tough Mudder obstacle for 2015, taken on a tour of selected Virgin Active clubs across the UK.
Will Dean, Tough Mudder’s co-founder and CEO, commented: “I am excited to announce the partnership between Virgin Active and Tough Mudder.”
“There is a great fit between the two brands, and Virgin Active’s expertise and inspiring facilities will greatly enhance the training experience for Mudders preparing to tackle our events.”
A new obstacle for 2015 includes ‘Cry Baby’, a tunnel crawl through a tear-gas-like substance.
Virgin Active, alongside new sponsors Britvic and Cellucor, will join returning global partner Under Armour and UK partners Jeep and Volvic for 2015.
