Superstar MMA training programme rebrands as Alta; unveils new brand identity via Special NZ

MMA training programme Alta, formerly Wimp2Warrior, has undergone a new brand identity created by Special New Zealand.

The training programme is designed, delivered, and promoted by some of the most respected identities in the Mixed Martial Arts arena including Conor McGregor’s coach John Kavanagh, two-division UFC Champion Daniel Cormier and ESPN and UFC broadcaster Laura Sanko.

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 four million active customers globally, delivering an annual income exceeding $1 billion.

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.”

Says Angus Benbow, co-CEO, Alta: “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.

Says Tony Bradbourne, founder and CEO of Special New Zealand: “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.”

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.