Women Get Down and Dirty in the Latest Fitness Fad

Marketers are getting on board, too

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Last year, some 100,000 women showed up at events with names like Utopian Tubes and PMS (that’s Pretty Muddy Stuff) where they scrambled up rope ladders, sloshed through mud pits and managed various other obstacles.

Put on by events organizer Dirty Girl, they are among a growing number of gatherings for people who want to escape their cubicles, test their mettle and bond with others—and young women increasingly make up their ranks.

While male-dominated events are seeing more female participation (women make up 25 percent of one of the most well-established ones, Tough Mudder), all-female happenings are on the rise.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in