Adventure challenge firm makes splash in US

0 Edinburgh-based Rat Race is already a major provider of adventure challenges across the UK

An Edinburgh-based adventure challenge company is pushing into the US with the launch of “high-end endurance experiences” in New York and Florida.

Rat Race, which was founded in 2004, is already a major provider of mass-participation adventure challenges throughout the UK.

It is now setting its sights on the vast American market, following the successful launch of its “Bucket List” series – a selection of one-off endurance events in the Panama jungle,

an icy lake in Mongolia and the Namibian desert. A new array of far-flung events is currently in development.

The US events – priced at up to $2,000 (£1,500) per entrant – are set to launch next autumn.

Jim Mee, a former Red Bull marketing executive who founded Rat Race, said: “Our two American events are a bold new addition for the company but our market research tells us they can become popular annual fixtures, with the capacity to attract significant participation.”