Tough Mudder's CEO explains why people use electroshock therapy as a confidence booster

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June 4, 2017 9:05 AM

Founder Will Dean says the electroshock therapy obstacle is meant to be "mentally intimidating" on Tough Mudder courses

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Business Insider spoke with CEO and founder of Tough Mudder Will Dean, about why electroshock therapy is used on some of the courses.He said: "The secret to becoming more confident in life is taking on things that scare you a little.

"Electric shock therapy is scary. It does sting. It's perfectly safe, but it does sting when you go through.

"By going through things that you feel intimidated by, you get to the other side – you feel better not just about having conquered that obstacle. You can take on other obstacles in life."

Tough Mudder has recently launched its newest venture, Tough Mudder X. It is targetted at elite athletes who take on a one-mile course, with some of the signature obstacles from Tough Mudder courses.There are now also Tough Mudder Bootcamps, which operate as a high-intensity training arena for Tough Mudder events. More details can be found here.

Why did we include the electric shock therapy obstacle? The answer is: it's mentally intimidating.

Tough Mudder isn't just an event. It's in the confidence delivery business. We have people write to us after every single event some amazing, humbling stories.

People write to us and say things like: "I was getting bullied at work. I went into the office on Monday morning with my orange headband on and I said to my boss: you don't get to speak to me like that. I'm a Tough Mudder."

I'm very proud of that.

The secret to becoming more confident in life is taking on things that scare you a little.

Electric shock therapy is scary. It does sting. It's perfectly safe, but it does sting when you go through.

By going through things that you feel intimidated by, you get to the other side – you feel better not just about having conquered that obstacle. You can take on other obstacles in life.

That's why we have electric shock therapy.

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