Fremantle and Viacom/CBS Global Distribution Group have signed a multi-territory format deal for the CBS original format Tough as Nails. Fremantle will take the format rights in the following territories: Australia, Belgium, France, Germany, Hungary, India, Indonesia, Israel, Italy, Mexico, The Netherlands, Norway, Poland, Portugal, Spain and the U.K.
Tough as Nails, recently picked up for a second season, is a competition series "that celebrates everyday Americans who get their workout on the job rather than the gym, wear work boots instead of workout shoes, and consider the calluses on their hands a badge of honor."
Competitors are tested for their strength, endurance, agility, mental toughness, and life skills in challenges that take place at real job sites. One by one, they are eliminated until the Tough As Nails winner is named, but nobody goes home. Even if someone "punches out" of the individual competition, everyone stays to compete in a team competition for additional cash prizes.
The series aims to redefine what it means to be tough – proving toughness comes in all shapes and sizes. Tough as Nails is about real people in real life who are really tough, people who roll up their sleeves every day, who are not afraid to get their hands dirty to get the job done. Its launch in July 2020 was CBS’s highest new reality format launch since 2015.
"This is a reality show for 2020 and beyond," said Rob Clark, Director of Global Entertainment, Fremantle, in a statement. "Tough As Nails makes heroes of the real people who keep our countries running, and now more than ever it’s important for us all to recognize our essential workers. This format has everything – competition, tension, jeopardy, emotion, and drama. The ratings on CBS were absolutely stellar, and we have had a lot of interest in the show and look forward to launching it through our production network around the world."
"We look forward to introducing more audiences to the Tough as Nails format in Europe, the U.K., Australia, Latin America, Asia, and India," said Paul Gilbert, Senior Vice President, Formats, ViacomCBS Global Distribution Group. "This heart-warming format honors working-class men and women, which is relatable to viewers around the world and is crucial in the current global climate."
The show was created by Emmy Award-winning producer Phil Keoghan (The Amazing Race) and his producing partner, Louise Keoghan, who are also executive producers along with Anthony Carbone. Phil Keoghan also serves as host for the U.S. version. Tough as Nails is produced by Raquel Productions Inc. in association with Tough House Productions Inc. and distributed by ViacomCBS Global Distribution Group.