It Takes a Tribe: Building the Tough Mudder Movement 
Founder and CEO Will Dean explores the mental, physical and social principles behind the Tough Mudder experience and reveals how he built a global tribe
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, Dean shows a new generation of entrepreneurs why it's important to create a brand that people identify with and love. It Takes a Tribe is the astonishing inside story of Tough Mudder, and a textbook for anyone looking to start a business or find more followers. Will Dean is founder and CEO of Tough Mudder.
Will Dean was included in Fortune's '40 Under 40' list and received the US National EY Entrepreneur Of The Year Emerging Award. He was born in the UK and is a graduate of the University of Bristol and Harvard Business School. Prior to founding Tough Mudder, he worked as a counter-terrorism officer at the UK Foreign and Commonwealth Office. He divides his time between London and New York.