Training Mate taps Walden Media for US expansion

Under the partnership, WMG will manage paid search, paid social, local marketing, creative production and performance reporting.

Walden Media Group (WMG), a growth marketing agency focused on franchise brands, has been selected by Training Mate as its advertising and growth marketing partner. The agency will support the fitness brand's corporate and franchise expansion across the United States.

Training Mate was founded by former professional rugby player and celebrity trainer Luke Milton and operates group fitness studios built around high-intensity interval training and community. As the brand expands its franchise system, WMG will support membership growth at existing studios and marketing activity for new locations.

WMG to lead paid media and local marketing for Training Mate

The agency's work will focus on generating memberships for existing studios while building awareness and demand ahead of new franchise launches.

The partnership adds Training Mate to WMG's portfolio of franchise clients across fitness, beauty, wellness and healthcare. WMG's franchise programme combines standardized operating procedures and reporting with local market execution.

Zachariah Walden, CEO of Walden Media Group: "Training Mate has built something rare in fitness: a brand people genuinely want to belong to. Our job is to take that energy and turn it into consistent, measurable growth for every studio in the system. We're proud to partner with the Training Mate team as they bring this community to more cities across the country."

Training Mate expands franchise growth strategy

Training Mate's group fitness model combines HIIT workouts with a community-focused approach. The brand describes its proposition as "51% social, 49% fitness."

The partnership is designed to give the franchisor and individual franchisees a coordinated marketing approach as the network grows. WMG will combine centralized strategy and reporting with execution tailored to individual local markets.

Walden Media adds fitness brand to franchise portfolio

WMG said its franchise marketing programme is intended to maintain brand consistency while giving franchisees visibility into marketing performance. The agency will use its existing framework across Training Mate's corporate and franchise operations as the fitness brand enters additional markets.

The agreement expands WMG's presence in franchise marketing across the fitness and wellness sectors, with the agency responsible for supporting Training Mate's membership acquisition and location expansion.

www.waldenmediagroup.com

www.trainingmate.com

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