A staple within the MMA community for 25 years, ‘The Underground” has been a pivotal brand in mixed martial arts from its earliest days to its current global prominence and is instrumental in growing the sport.
In acquiring ‘The Underground’ and mixedmartialarts.com, Alta adds mixed martial arts’ most iconic digital community to its portfolio, further entrenching Alta’s position within the world of martial arts and combat sports. The acquisition continues Alta’s steps forward in bringing together the best resources, communities, and enthusiasts in the industry and promoting martial arts and combat sports participation.
Owner and Founder of ‘The Underground’ Kirik Jenness said, “The simultaneous emergence of mixed martial arts and the Internet in the 90s birthed the rarest of moments in sports history—with ‘The Underground’ at the forefront, fans did not simply consume entertainment, but shaped MMA’s very development. Through strong and enduring relationships with multiple members of the Alta team, I learned the organization is possessed by a visionary mission that maintains this tradition—to flourish not via butts in seats, but through connection, participation, and passion. Today mixedmartialarts.com is leveling up, again.”
Ownership of ‘The Underground’ brings several key advantages that reinforce Alta’s position as a leading destination for martial arts and combat sports training. Here are the highlights of this acquisition:
- Access to a Preeminent Platform – Alta Global Group has secured a significant foothold in the online combat sports world by acquiring a well-established and indexed URL which has been operating since 1998. This acquisition opens exciting possibilities to engage audiences and drive customer growth for Alta and our gym partners.
- Strategic Expansion – This partnership provides Alta Global Group with the opportunity to strengthen its online presence in the martial arts and combat sports community across the US, and other key markets including Europe, Asia, Central and South America, and the Middle East.
- Accelerated Growth – We believe the combined user profiles of 530,000, over 9,000 published athlete profiles, and 5 million social media followers, along with 15 million monthly views, make Alta Global Group a powerhouse in the industry.
- Market Intelligence – Alta Global Group’s access to a wealth of data and forum discussions through this acquisition will provide valuable insights into trends in the combat sports sector, helping Alta support gyms and other adjacent businesses adapt and optimize their offerings.
About Alta Global Group Limited:
Alta Global Group is a technology company with a mission to maximize the monetization opportunities in the martial arts and combat sports gym industry, facilitating higher levels of participation in training services. Alta’s community platform connects people passionate about martial arts and combat sports, enabling their path to new levels of participation through a network of gym communities.
Since 2017, Alta has grown from one gym community in Sydney, Australia, to hundreds of partner gyms across an established global footprint, resulting in incremental revenue growth for these gym communities. Alta’s success is underpinned by strong participation demographics, including a notable female participation rate and participants across various age groups.
For more information or media inquiries:
Peter Jarmain
Alta Global Group Limited
T: 1-800-151-865
To stay up to date on company news and announcements, register your details on the Alta Group investor portal.
