Sydney-based mixed-martial-arts start-up Wimp2Warrior has tapped former NRL marketer Peter Jarmain as it rebrands to Alta and focuses on becoming the next billion-dollar fitness brand.

Co-founded by the trainer of champion fighter Conor McGregor, John Kavanagh, the fitness chain, which sees itself as unique compared with rivals CrossFit and F45, is focused on a global growth plan with the ambition to deliver its MMA programs from 140 gyms across the world.