Alta accelerates growth with “The Underground” media platform acquisition

Alta Global Group, a global technology company dedicated to revolutionizing the martial arts and combat sports gym industry, has made a strategic acquisition bolstering their portfolio of companies and accelerating their growth plans.

Alta Global Group, a global technology company dedicated to revolutionizing the martial arts and combat sports gym industry, has made a strategic acquisition bolstering their portfolio of companies and accelerating their growth plans.

Alta, a cutting-edge technology company that is driven to convert fandom of mass entertainment martial arts into participation, have acquired media property The Underground and mixedmartialarts.com.

The Underground has been a staple within the MMA community for over 25 years, and has been pivotal in growing the sport to its current global prominence. The UFC is seen as one of the greatest growth stories of all time, and Alta is positioned to capitalise on this new era of mixed martial arts fan mania. Acquired for just US$2 million in 2001, the UFC’s value has grown 48.56% CAGR to reach a valuation of US$12.1 billion in a merger and public listing announced in April 2023.  

Ownership of The Underground brings several key advantages that reinforce Alta’s position as a leading destination for martial arts and combat sports training.

Through the acquisition of the preeminent ‘mixedmartialarts.com’ website, Alta has secured a significant foothold in the online combat sports world by acquiring a deeply established and indexed URL which has been operating since 1998. This acquisition opens additional exciting possibilities to engage large audiences and drive customer growth for Alta and our gym partners.

The strategic expansion achieved through this partnership provides Alta Global Group with the opportunity to strengthen its online presence in the martial arts and combat sports community across the US, and other key markets including Europe, Asia, Central and South America, and the Middle East.

In total, Alta will have a combined user profile of 530,000, over 9,000 published athlete profiles, and 5 million social media followers, along with 15 million monthly views, making Alta Global Group a powerhouse in the industry. The acquisition also brings access to a wealth of data and forum discussions that will provide valuable insights into trends in the combat sports sector, helping Alta support gyms and other adjacent businesses adapt and optimize their offerings.

Kirik Jenness, founder and owner of The Underground, said, “The simultaneous emergence of mixed martial arts and the Internet in the 90s birthed the rarest of moments in the sports history—with ‘The Underground’ at the forefront, fans did not simply consume entertainment, but shaped MMA’s very development.

Alta CEO and Founder Nick Langton said Alta is “thrilled to join forces” with the media platform.

“This strategic expansion aligns perfectly with Alta’s vision of uniting the industry’s best resources and communities.”

“Together, we’re poised to reshape the martial arts and combat sports industry, with increased participation driving growth and revenue for gyms and coaches globally.”

The move comes just months after Alta’s acquisition of Steppen, a dynamic fitness app that bridges content creators with the vibrant youth demographic, which fast-tracked Alta’s ambitious plans to advance its technology capabilities and better serve the global martial arts and combat sports sector, while also emphasizing its dedication to enhancing user engagement and involvement.

Since launching in mid-2021 the Steppen App amassed more than 400,000 downloads, the majority of which located in the U.S., with the App peaking at number 5 on the health and fitness charts. The company has a current database of over 280,000 users. Users have viewed more than 3 million exercise videos and completed over 75,000 workouts.

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