Tough Mudder & The New Face Of Fitness

Has anyone done Tough Mudder in the audience? All right, I got a couple people. So Tough Mudder costs $350, and it's essentially a race that people do to make them feel like they're in the Army. They spend $350 to climb through dirty water and under barbed wire. And I can tell you, not one person is doing this without bringing their phone with them. Okay? It shows people that they're rough and they're rugged. Maybe they're an accountant, but once they get to Tough Mudder, they're a badass. Right? All of a sudden, these are people who can be in the Army. And Tough Mudder is now a global phenomenon, and any company that's in the fitness space actually is going in this direction. They're creating these experiences. There's something else called Color Run, which happens all throughout Europe, where people show up wearing white T shirts, and the second they're there, they're doused with colorful powder, creating a perfect Instagram moment. The races are untimed. There's no winners or losers at the end. There's a live DJ concert. People are spending money on that and not traditional gyms.