AusLeisure

Leaving behind its Wimp2Warrior brand, Sydney-based fitness technology company Alta Global Group is looking at dramatic expansion in the on the mixed martial arts and combat sports industry.

Co-founded by John Kavanagh, the trainer of champion fighter Conor McGregor, Alta is focused on a global growth plan with the ambition to deliver its mixed martial arts and combat sports programs from 140 gyms across the world.

Kavanagh, who founded the company, two-division UFC champion Daniel Cormier and ESPN and UFC broadcaster Laura Sanko are part of the Alta family - acting as brand ambassadors.

Introducing the new brand, Alta Chief Marketing Officer, Peter Jarmain told the Australian Financial Review “Alta comes from the Latin word of reaching heights of height and that’s really the basis of the program.”

Jarmain, the former Head of Marketing and Brand for the NRL, added “the fan base we’re trying to tap into is that UFC fan base which is just under 600 million globally and growing steadily year-on-year.

“This product is really the only structured global mixed-martial arts product in the world. It has an opportunity to galvanise that Ultimate Fighting Championship fan base but to also pick up another audience, people looking for the next challenge, wanting to unleash their inner warrior.”

Focused on reaching more than 4 million customers by 2025 through its in-gym program and soon to be released at-home training academies, Jarmain notes “that will really help accelerate growth as well. The cornerstone of our business is getting people on to mats, but we have a huge array of content and the virtual academy can surface that to a much broader group.”

According to Jarmain there is a near 50:50 gender balance among participants.

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