- In-gym mixed martial arts training programme W2W has officially rebranded as Alta to help fuel its global growth plans.
- Alta has appointed Peter Jarmain as Chief Marketing Officer after his five-year-stint at the Australian NRL.
Alta is an immersive and transformational twenty-week mixed martial arts training programme taught in-gym to people who want to radically improve their mind and body.
The new brand identity has been developed by Special New Zealand who has led the identity rebrand and repositioning; a global brand strategy and communications campaign; ongoing support for the launch of upcoming products and services; along with PR and social media campaigns across Alta’s global network in the United States, Canada, Australia, Ireland, United Kingdom, New Zealand, and the UAE.
The new brand is a central pillar in Alta’s aggressive growth strategy as the business aims to secure a long-term objective of securing millions of active customers globally, delivering an annual income over $1 billion.
To further bolster its marketing and brand offensive, Alta has appointed Peter Jarmain as its Chief Marketing Officer. Peter is a world-leading sports marketer, with proven experience in building successful brands from conception.
Peter Jarmain joins Alta from the Australian National Rugby League where he was Head of Marketing and Brand for five years. Before that, he was Head of Sports Marketing and Sponsorship at Foxtel and was General Manager of Marketing and Fan Engagement at the Football Association of Australia.
The new Alta programme is part of the fast-growing, but as yet unpenetrated Combat Sports Training segment of the fitness market. The twenty-week course allows participants to learn multiple martial arts disciplines, guided and supported by expert coaches who tailor their training.
The new name, Alta, speaks to reaching new heights, alongside the altering and transformation of oneself through the training programme. The design ecosystem has been created to broaden the appeal of MMA to a wider demographic using lifestyle imagery and bold colours.
Peter Jarmain, Chief Marketing Officer of Alta, commented: “It’s not every day you can join such an ambitious brand, at such a crucial stage of its development. MMA is an increasingly popular sport, yet few brands speak to this audience in the same way Alta does. We have an incredibly exciting few years of activity planned as we help ‘mainstream’ MMA and share its physical and mental benefits with millions of participants all over the globe. The added attraction of having The Special Group as a strategic investor and partner of the business made joining this opportunity quite unique in the start-up space.”
Angus Benbow, Alta co-CEO added: “We’ve very excited to have a marketer of Peter’s calibre join the business. His content and brand marketing expertise and deep understanding of the sports industry is such an incredible asset, and he rounds out our senior leadership team perfectly.”
“We’re a truly international company, and that will help fuel our global growth – our cofounder grew up in Ireland, we were started in Australia, we’re seeing explosive growth in the US, and to help us on our journey we’ve turned to a New Zealand founded advertising network which was just named as the best in the world.”
Special – which was announced as “Global Creative Agency of the Year “by Campaign UK and “Most Effective Agency in Asia Pacific” by the APAC Effies – has such a strong belief in the trajectory of the brand they’ve taken an equity stake in the new business.
Tony Bradbourne, founder and CEO of Special New Zealand, commented: “Both Alta and Special have the ambition to create an impact globally. We’re proud of the stunning new identity and branding we’ve created together. We’ve utilised our full range of skills at Special across design and innovation, strategy, comms, PR, social and digital, and media to create a modern brand that can truly transform the health and fitness landscape.”
The MMA audience is the youngest and most underserved in sport. There are almost 575 million global fans with heavily funded professional leagues driving fan growth – but there are few companies that convert ‘fandom’ into ‘participation’.
It’s led Alta to predict they’ll continue to convert a steady stream of MMA fans into participants. Interestingly, W2W is already increasingly popular amongst older demographics and females, with around 40% of Australian sign-ups to date being women and a significant customer cohort in their forties and fifties.
W2W was founded with a single gym in 2012 based in Sydney to create a pathway for beginners to experience the benefits of mixed martial arts all around the world.
The Details:
- Duration: Twenty-week course, five days a week
- Time: Class duration is 90 minutes
- Location: There are currently over 120 gyms worldwide and 40 partner gyms in Australia and New Zealand, across all states and major cities. Alta is targeting over 200 gyms worldwide by the end of 2022.
- Price: From $20 per class
- Free trial: 100% commitment-free trial for first classes
The twenty-week process includes:
- Base: In weeks one to six improve your fitness and strength as you learn the basic foundations and movements of MMA
- Build: In weeks seven to 13 build confidence as your skills grow, and you’re introduced to light contact and technical drills where perseverance pays off
- Believe: In weeks 14 – 20 sharpen your mental game and back yourself. You’ll have the option to compete in an amateur MMA match. What are you fighting for?
Alta covers everything you need to transform your fitness and mindset:
- 100 exclusive group MMA classes: One every weekday for twenty consecutive weeks
- Premium Alta training equipment: You’ll be provided with boxing gloves, cotton hand-wraps, shin guards and mouth guards
- Two items of premium Alta fightwear: You can select from a range of rashguard tops, crop tops, MMA shorts, compression shorts or compression tights
- A nutritional plan to assist your daily training: Expert nutritional advice and plans will help you reach your goals and perform at your best
- A supportive Alta Warrior community: You’ll be surrounded by inspiring coaches and teammates every day, where you’ll be able to connect with other Warriors who are all going through the same incredible transformations across the world.
For more information, please visit www.trainalta.com
Ends
Issued on behalf of Alta by Special PR
Email: [email protected]
Phone: +64 27 254 4351
About Alta
Join Alta to wake your inner warrior. Alta is an in-gym training programme that helps you uncover the physical and mental strength that’s within you to overcome life’s everyday battles. The twenty-week programme pushes you further than you thought possible, in a supportive training group. You’ll become fitter, stronger and more resilient than you’ve ever been. Unlock your Warrior Mindset and get in the greatest physical and mental state to take on life’s everyday challenges. Visit www.trainalta.com for more information, or to find your nearest participating gym.
