Walden Media Group to lead paid media and growth strategy as the Australian born fitness brand expands its franchise footprint across the United States
AUSTIN, Texas, Oct. 2, 2026 /PRNewswire/ — Walden Media Group (WMG), a growth marketing agency specializing in franchise brands, today announced that it has been selected by Training Mate as the brand’s newest advertising and growth marketing partner.
Founded by former professional rugby player and celebrity trainer Luke Milton, Training Mate brings an Australian, team oriented approach to group fitness. Its high energy HIIT classes are built around community as much as results, a philosophy the brand sums up as “51% social, 49% fitness.” With Training Mate growing its franchise system nationally, the partnership positions WMG to support both corporate and franchisee growth.
Under the partnership, WMG will lead [paid search, paid social, local marketing, creative production, and performance reporting], with a focus on driving membership growth at existing studios and building strong launch momentum for new franchise locations.
“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. We’re proud to partner with the Training Mate team as they bring this community to more cities across the country.”
The partnership adds Training Mate to WMG’s growing portfolio of franchise clients across fitness, beauty, wellness, and healthcare. WMG’s franchise program combines standardized operating procedures and reporting with local market execution, giving franchisors brand consistency and franchisees clear visibility into performance.
About Training Mate
Born in Australia and refined in Los Angeles, Training Mate is a social fitness brand offering high energy, 45 minute HIIT workouts in a supportive, community first environment. The brand opened its first studio in West Hollywood in 2013 and is now expanding nationally through franchising.
About Walden Media Group
Walden Media Group (WMG) is a growth marketing company that helps franchise and enterprise brands drive measurable business outcomes. By integrating media, creative, data, and technology, WMG builds the growth engines that connect brand strategy to performance at every level of the organization.
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