Alta Global partnership with UFC Gym looks to drive pathway from mixed martial arts fandom to participation

NSW-founded martial arts and combat sports training technology company Alta Global has partnered with the UFC Gym Group in an initiative that aims to create a pathway from mixed martial arts (MMA) fandom to participation.

The partnership, that will see the Alta Warrior Training Program - a 20-week regimen that culminates in participation in a fully sanctioned MMA fight - introduced UFC Gym’s global facilities network across the USA, Mexico, Europe and the UK, represents Alta's first major enterprise partnership.

Integrating Alta's innovative products and programs across UFC Gym's network of more than 150 facilities worldwide, the strategic alliance significantly expands Alta's reach, increasing its gym partnerships to over 650 locations across the globe.

With a vision of converting 640 million fans to participants and with the UFC Gym network reportedly having 700 locations in development, the partnership is projected to have the potential to deliver gross revenue of US$7 million a year.

Commenting on the partnership, Alta Global Group founder and Chief Executive, Nick Langton stated “this partnership with UFC Gym Group is a transformative milestone for Alta.

“By integrating our Warrior Training Program and mobile marketing platform into UFC Gym's global network, we're poised to significantly expand our reach while offering a unique pathway for UFC fans to experience the sport firsthand.

“UFC Gym is an ideal partner for us to deliver an unmatched training experience that not only elevates the gyms but also empowers participants.”

Langton, along with Adam Sedlack, Chief Executive of UFC Gym Group, spoke about the partnership on Bollmberg TV at the weekend.

During the interview Langton spoke about how the partnership will reshape the global martial arts and combat sports industry.

Sedlack then provided insights on integrating Alta's products across the UFC Gym network.

The Alta Warrior Training Program, which averages 24 participants per program, enables gyms to run up to two programs annually. Participants pay between US$1,000 and US$1,500 for the 20-week experience.

The partnership will see the UFC Gym Group will utilise Alta's all-in-one mobile marketing platform, Hype, to enhance customer acquisition and retention across its network. Hype, powered by Alta, operates on a traditional Software-as-a-Service (SaaS) model.

UFC Gym has not had a presence in Australia and New Zealand since its local master franchisor was liquidated in 2023.

Image: The Alta Warrior Training Program. Credit: Alta Group.