Will Dean

Will Dean, a former counter-terrorism officer and founder of Tough Mudder, shares his journey in the extreme sports world. He reveals how a legal challenge unexpectedly fueled the growth of his business. Dean discusses the emotional hurdles of being a founder-CEO, the importance of a strong company culture, and the complexities of intellectual property. He also highlights the role of branding and incremental improvements in navigating competitive markets, blending personal passion with strategic vision.