Alta (previously W2W) 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.
To further bolster its marketing and brand offensive, Alta has appointed Peter Jarmain as its Chief Marketing Officer. Jarmain is a world-leading sports marketer, with proven experience in building successful brands from conception.
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.
Jarmain says: “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 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 adds: “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.”
Tony Bradbourne, founder and CEO of Special New Zealand, comments: “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.
