Founded by former professional rugby player Luke Milton, Training Mate operates on a philosophy of 51% social interaction and 49% fitness. As the brand transitions from its original West Hollywood roots to a broader national presence, Walden Media Group will take charge of the end-to-end growth strategy. This includes managing paid search, social media advertising, and local market creative production.

Zachariah Walden, CEO of the marketing agency, noted that the objective is to translate the brand’s existing community appeal into consistent, measurable membership growth. By deploying a model that balances standardized corporate reporting with localized execution, the partnership intends to provide individual studio owners with clear visibility into their performance metrics. This appointment adds Training Mate to a diverse portfolio at Walden Media Group, which already spans the fitness, beauty, and healthcare sectors.