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Volume 25 No. 61
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Tough Mudder Investment In Facebook Watch Paying Off

Tough Mudder is seeing its investment in Facebook Watch "pay off," as the series has garnered "hundreds of thousands of views on every video, with its latest video of another workout class generating 684,000 views," according to Ilyse Liffreing of DIGIDAY. In October, Tough Mudder’s first Facebook Watch show -- in which an "instructor taught a live workout class -- saw 37,000 views." Tough Mudder’s "most viewed show occurred in November when 1.2 million people watched the final moments" of the Toughest Mudder race in Las Vegas. The fitness brand has seen an average of 477,000 views on its 18 Watch shows. Tough Mudder’s two Facebook Watch series "cater to two types of audiences." “Tough Mudder Championship” livestreamed four events in which it used "head cams, aerial drones and backstage commentary to capture the action." The other series, “Tough Mudder Bootcamp,” is tailored to "active lifestyle enthusiasts." The fitness classes are also meant as "previews to Tough Mudder’s new boot camp studios." In February, Tough Mudder announced it would "open its own line of workout studios in Massachusetts, Nevada and Texas in the Spring." Tough Mudder CMO Jerome Hiquet said, "The main point is to become more accessible" (DIGIDAY.com, 3/7).