It's official: Drumheller will not be hosting Tough Mudder this year.
Director of Protective Services for the town, Greg Peters has been in contact with event organizers in New York.
"We've received confirmation from Tough Mudder that they're not returning to the Drumheller Valley this year," he told 99.5 Drum FM. "They have many events all over North America, and I think one even in Australia, and they're putting their resources towards larger centres where there's more participants."
"Nothing against Drumheller, they really spoke very highly," he continued. "(They said) it was very scenic and they appreciated the cooperation of the volunteers and citizens and everyone who helped them out, but they're not coming back."
Tough Mudder Alberta ran three times in the badlands behind Drumheller's South Hill. The inaugural event in 2014 drew 7,600 participants, but that had fallen back to about 4,000 for the 2016 event.
"Their industry is kind of live and die in the fast lane," concluded Peters. "I'm not trying to sound corny, but it becomes a thing to do, and there's another bunch that puts on a very similar thing, so it's very competitive and may fall out of what's trendy."
While there was no mention of a possible return to the Drumheller Valley down the road, Peters said the town would be happy to work with the organizers again as they have in the past.