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.
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Miranda Ward is a journalist covering media and marketing for The Australian Financial Review based in the Sydney office. Connect with Miranda on Twitter. Email Miranda at miward@afr.com
