“We wanted to bring the signature elements of the Tough Mudder experience—teamwork, exhilarating obstacles, and a true challenge—to participants in urban locations, while at the same time creating a wholly unique experience that is a reflection of its environment,” said Ben Johnson, global communications director for Tough Mudder and Urban Mudder.
Urban Mudder’s set of 12 to 15 obstacles included challenges that required participants to leap and grab their teammates’ outstretched hands; scale the side of a brick wall, hurdle from rooftop platform to platform, and leap off onto a giant airbag below; and contort through a field of lasers without breaking the beam. But there was no mud, unlike most Tough Mudder events.
Heather Lilleston, co-founder of Yoga for Bad People, led a vinyasa class under the sun during the July 11 event in Montauk.
Each attendee scored a C9 by Champion sports bra.
EiR NYC, an organic body care line for men and women, provided a D.I.Y. after-sun oil station for guests to mix up their own blends.
Attendees took home a tote bag loaded with swag, including socks by C9, Kind bars, Captain Blankenship's sea salt spray, S.W. Basics moisturizer, Suntegrity sunscreen, Zarbee's supplements, and Hero Nutritionals' gummy vitamins.
On August 22, celebrity trainer and AKT in Motion founder Anna Kaiser will offer a dance cardio class on the Surf Lodge's waterfront main deck during the series’ last event of the summer.
In February, Reebok worked with Wellthily to organize an early morning yoga class with Reebok ambassador Tara Stiles, owner and founder of Strala Yoga, for Axis trade show attendees on the Refinery Hotel rooftop in New York. “When people leave happy and are in great spirits and feel good, that’s the measure of success,” Wellthily co-founder Suzie Baleson said.
"A successful event is one in which everyone gets an amazing workout and leaves with a smile on their face and feels stronger and more capable than they did when they arrived," said Kari Saitowitz, founder and owner of the Fhitting Room, a high-intensity training boutique fitness studio in New York, whose corporate clients include Twitter, Amazon Fashion, N.B.C., and the N.F.L. The studio also supports outdoor events like the Lolë and Fitist meetup at Hudson River Park and in-store events at retailers such as Lululemon, Bandier, Reebok, Athleta, and Jack Rabbit.
To help guests warm up—and break a sweat—popular fitness studio SoulCycle hosted a pop-up at Sky Lodge at the Sundance Film Festival in January. The activation had 30 bikes, along with classes led by top instructors.
To showcase its juicers, Bella Housewares hosted a smoothie bar at the pop-up.
