Austin, Texas – October 02, 2026 -- Walden Media Group (WMG) has been selected as the advertising and growth marketing partner for Training Mate, an Australian-born fitness franchise expanding its footprint across the United States.
WMG takes over paid media and local marketing as Training Mate scales franchising
Under the agreement, WMG will manage paid search, paid social, local marketing, creative production, and performance reporting for Training Mate. The mandate covers both membership growth at existing studios and launch campaigns for new franchise locations entering the system.
Training Mate built its brand on a '51% social, 49% fitness' model
Founded by former professional rugby player and celebrity trainer Luke Milton, Training Mate runs 45-minute HIIT group classes centered on community alongside physical results. The brand opened its first studio in West Hollywood in 2013 and has since expanded nationally through a franchise structure.
WMG CEO frames the deal as converting brand loyalty into measurable growth
"Training Mate has built something rare in fitness: a brand people genuinely want to belong to," said Zachariah Walden, CEO of Walden Media Group. "Our job is to take that energy and turn it into consistent, measurable growth for every studio in the system."
Training Mate joins a growing WMG franchise client roster spanning fitness, beauty, wellness and healthcare
WMG's franchise program pairs standardized operating procedures and reporting with localized market execution, designed to give franchisors brand consistency while giving franchisees visibility into studio-level performance.