With the obstacle race market being as crowded as it is, the challenge for Total Warrior was to achieve meaningful media cut through against a very strong level of competition.

Since the first Tough Guy event in 1987, the UK has seen an influx of new races getting in on the action. With so many to choose from, the challenge for Total Warrior was how to position itself at the forefront.

In 2018, Total Warrior returned to Leeds and the Lake District, but with no new location to promote we had to think creatively about how we could get the media excited about this year’s events.


3 million
Audience reached on UNILAD
Pieces of coverage secured
KPIs met six weeks early