Tough Mudder is an obstacle course endurance event consisting of mud and obstacles over 16-18 km. It was created in 2010 by Will Dean and Guy Livingstone as a disruptive product that would be viral and partner with national brands. They were able to get started through a $100,000 sponsorship from a free beer promotion and pre-registration fees. Tough Mudder maintains the brand through sustainable corporate culture that invests in staff ideas and builds community, innovates new obstacles, offers unique experiences, an online store, and supports military charities in each location.