Will Dean, having previously founded the global mud-run phenomenon Tough Mudder is seeking to bring another socially collaborative activity to the world. His success with Tough Mudder was conceived on the core principle of bringing people together through shared physical experience. Now with Electronic Theatre, he and his business partner David are bringing people together through shared play and aiming to make screen time social again.

A former British counter-terrorism expert, the idea for Tough Mudder came to him while attending Harvard Business School. His professors weren’t impressed, but he persevered creating a 100 million dollar company built on mud, sweat, and tears.