Tough Mudder founder Will Dean is working to expand his new business and avoid the “second album problem”


Madder’s founder, Will Dean, has spent the past year at his home in Wimbledon on endless zoom calls. Entrepreneurs, known for their extreme obstacle courses, spent their “Kafka-style” days selling their second business to investors at the Electric Gamebox, a London-based immersive group gaming experience.

The startup offers a small high-tech gameroom group of 4-6 players with touch-sensitive walls, surround sound, and motion trackers, collaborating on in-house designed games, from Pac-Man-style challenges to puzzles. You can play with.

Next week, Zoom’s London team will come to startup’s flagship Southwark site to deepen their direct ties. “I thought that was the best irony,” Dean says with a bitter smile.

What suggests that it was the person’s idea that the corporate team slipped through the mud and jumped into the ice vat together as they passed through the venue door under the Southwark railroad arch? There is no.

However, Dean explains that the startup’s mission is to create a collaborative experience where the screen acts as a facilitator, rather than a stand-alone experience rather than connecting to a VR headset and playing side-by-side.

One-hour sessions start at £ 25 per person per hour during peak hours and off-peak sessions start at £ 5. The game is deliberately simplified so that after a few drinks, the hen party can enjoy it. Dean is keen to point out that more than 70% of tickets are sold to women, and says the UK venue has been busy since it reopened with full reservations in the first half of May.

Co-founders David Spindler and Will Dean

/ Electric game box

A 40-year-old entrepreneur, who had his first job in counter-terrorism at the Ministry of Foreign Affairs, founded Tough Madder in the United States in 2010 with his boarding school friend Guy Livingstone. Under a deal approved in US federal court in late February 2020, the company sold his stake before it was sold to its major US competitor, Spartan Race.

After quitting, Dean returned to England and wanted to make something new. He collaborated with co-founder CFO and tough madder veteran David Spindler to launch the Electronic Theater. The ElectronicTheatre was quickly renamed to Electric Gamebox to “explain the experience better.”

“Why did I do this? I think we have to start with” Why is it a second company? ” For the first time, you may be accused of stupidity around you, so you don’t know what you’re crazy about. The second time around you, “Dean says with a cup of coffee in London.

“I was in my late thirties and wanted to do something else. I saw a lot of successful entrepreneurs and thought,” I’m Steve Jobs “or” I’m Elon Musk. ” But they tried to do something completely different, but it didn’t work. You need to avoid problems with the second album.

“I wanted to do something that would take advantage of what I did, something that was still interesting enough to make a little difference, and something that could be based in London as a global opportunity.”

The startup was launched in October 2019 and raised an additional £ 8.5m just before Covid’s pre-Covid fast-growing competitive social sector was down for more than a year. However, Dean says this was “frustrating” but gave the team time to hone their skills and develop better games.

Electric game box

Today, Electric Gamebox is dotted with several sites throughout the UK, one in Dallas, Texas. These sites were launched in February without anyone on the team flying through the state because the UK was in the middle of blockade 3.

We have secured nearly £ 8m in funding to drive major US and UK business expansion from backers such as Index Ventures, Imbiba and investment giant Brookfield Asset Management. The current plan is to open 100 sites by 2023 and expand to more than 1,000 by 2026.

The team has created a game box specially designed for concessions in retail parks, malls and cinemas. The clear front wall allows passers-by to see them enjoying themselves. We have partnered with Brookfield to take you to several real estate properties. Giants US retail site.

In July, a concession-led box debut will be seen within the former Debenhams of Onesworth. This site is currently being developed by Gravity Active Entertainment for high street destinations.

By the time he graduated from Harvard Business School and launched this second venture, entrepreneurs were keen to create something that couldn’t be “taken off the bucket list,” that is, something that repeatedly generated revenue. Dean is also in high-level negotiations with two US movie giants for installation in the complex and plans to partner with game developers to create branded games. The company plans to return to profitability by next year.

“The economy of the unit is very good. It helps to get the contributions of many landlords in advance,” he says. “The reason Tough Mudder worked is because I think” a random stranger helped me overcoming obstacles. ” You build that bond. I thought I could take the same dynamics as “Team vs. Environment” to create fun and duplicate it here, but here you can change the experience with the push of a button. “

Rather than focusing on creating the most striking on-screen display, it was difficult to find a designer who wanted to create a simple game that would provide a group experience. For Dean, it’s about storytelling through the game, and he hired a game content director (a graduate of Cambridge Classics who played for the famous Footlight), unusually for the college theater group that gave birth to Emma Thompson and Hugh Grant.

Dean and the team are currently working on a series of educational games that will be offered to local schools for free. The first allows elementary school students to fly around Europe through the screen and learn geography and language skills.

Entrepreneurs say a family with children in the autism spectrum told him that playing games was the first group activity they enjoyed together for years. It convinced him that he had chosen the right second venture. “We really believe that we are using technology forever,” he says.

Some of Wildeen’s Top Tips for Aspiring Entrepreneurs

“Everyone now wants to be an entrepreneur. It used to be synonymous with” I can’t get a job. ” “

“Ultimately, I think we need a fairly high degree of independence. To get a high degree of satisfaction by saying that I adopted this idea and implemented it to the end,” he says.

1 Be very clear about why you are starting your business-be honest about why you are entering it

2 Buy Your Countdown Watch Yourself-If you’re not in a place where you need to reach your goal by a certain date, you can re-evaluate and move on.

3 Know where you’re heading-“If you don’t have your own definition of success, someone will impose it on you, and you’ll chase after that,” says Dean. “Understand where you are heading. Otherwise, you may lose sight of yourself.”

Tough Mudder founder Will Dean is working to expand his new business and avoid the “second album problem”

Source link Tough Mudder founder Will Dean is working to expand his new business and avoid the “second album problem”

Related Articles

Back to top button