Tough Mudder
Tough Mudder
Tough Mudder
Tough Mudder
Tough Mudder

Partnering with Tough Mudder + EML to build an eCommerce Design and Fulfilment System.

Client Challenge


An eCommerce Platform and Ordering Management System to Drive Consumers Sales.

Tough Mudder’s Brand License approached Believe to develop a new desktop and mobile website. A new harnessing full power best practice design and intuitive user journey has delivered a significant uplift in eCommerce revenue, average order value and conversion rates for the first premier, European global endurance brand to launch using our software.

The brief was as tough as the numerous events themselves. Delivering a next-generation platform for no doubt the world's leading obstacle and endurance events. Believe are proud to be a part of the web design and development for this exciting new concept coming to Europe.

We had our work cut out for the team, but it was well worth it in the end and our customer couldn’t be happier.

Client Challenge
Project At A Glance Project At A Glance


Product Definition
Product Design
Product Delivery

The Digital Involvement


Team Size


Mobile App Architect

Scrum Master

QA engineer

Account Director

Project Manager

Android engineer

iOS engineers


Hours spent on the



The Solution The Solution

Product Development

Firstly, we answered the question ‘Why Merchandise?’ by presenting the unique power of people purchasing merchandise we could harness the tech in order to drive a truly experiential brand experience whilst capturing vital data that would allow us to create a unique audience through facially recognition and potential offer then different T-shirt design within a unique swipe of a button.

Product Strategy and Design
Applying Technology

Applying Technology

Featuring ground-breaking infra-code and design structure, and implementing cutting-edge technologies social tools such as Twitter Bootstrap and HTML 5, the new European store was launched to the world.

The Order Management Systems integrated with the in-store POS system; with Magentos cloud-based CRM platform; geolocation servicing for store check-in and promotions; and used advanced image manipulation so users can bring the event back home with a customized image pod experience back home.

Apple Android
Client Challenge


Digital Rewards Platform for Driving Customer Loyalty

With an agile approach to product development, DBI was able to meet Tough Mudders timing and demands, quickly building and releasing an “MVP” 1.0 app to the market; followed up with the full feature set in the next release.

Client Challenge

Our partnership with David has been a great partnership over the last 10 years, we know when we take on any E-commerce project with the, the bottom line is a big deal. But of course before any conversion, there's a story to be told, a journey to be taken. We'd love to take those steps with this team

Mikel Irkliewskij

Jeremy GoldsmithCEO, EML, Tough Mudder Merch European Licensee

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