Training Mate

What Training Mate does

Training Mate is a privately held boutique fitness operator founded in 2013 by former Australian professional rugby player Luke Milton. The company runs circuit-based HIIT group fitness classes built around a proprietary 45-second interval format across 3 stations and 9 exercises, with named workout variants (Bondi Burn, Thunder Down Under, Mighty Mate, MelBum, Sydney Circuit). As of the data cutoff it operates 11 studios across two US states: 6 in California (West Hollywood, Culver City [temporarily closed], Encino, Glendale, Santa Monica, Studio City) and 5 in Texas (Austin/SOCO, East Dallas, Highland Park, Houston Heights, Plano), with the Santa Monica location housing a personal training sub-brand called The Outback. The brand identity is built around an Australian 'mateship' culture, trainer personalities, and community events, and founder Luke Milton has appeared on 'Revenge Body with Khloe Kardashian.' Press coverage includes GQ, LA Times, Men's Health, and Medium.

The company's revenue model is primarily consumer subscription plus à la carte. Core monetization comes from the Unlimited membership at $259/month with a 3-month minimum and 30-day cancellation notice, an 8-Class monthly membership, class packs expiring after one year, and The Outback personal training at $50 (intro), $150 (single), or $1,250 (10-pack). Distribution runs through company-owned studios, an online booking site and mobile app, Shopify-powered e-commerce, gift cards, private events, and third-party integrations including ClassPass and Dr. B (for HSA/FSA eligibility). The company is actively recruiting franchisees through a dedicated franchising page and filed an SEC Form D in December 2023 disclosing a $1.45M securities offering with $800K already sold, following an earlier $170K round in August 2019. Headcount is 11-50 and no institutional venture or private equity backing has been disclosed.

Name

Training Mate

Legal name

Training Mate, LLC

Website

https://trainingmate.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Training Mate operates 11 boutique fitness studios across California and Texas offering 45-minute circuit-based HIIT group classes, membership subscriptions, and personal training under an Australian-inspired community brand, while exploring franchising for further expansion.

Ownership category

akta.pro rank

Product category

Boutique Group Fitness

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

HIIT & Circuit Bootcamps (HSADABAA)

akta.pro secondary industries

Strength & Conditioning Bootcamps (HSADABAB), Functional Fitness / Cross-Training Groups (HSADABAH), Strength & Conditioning Personal Training (HSADAAAB)

Keywords

• Group fitness classes
• HIIT workout studios
• Personal training services
• Fitness membership programs
• Circuit training programs

Headquarters

HQ city

West Hollywood

HQ country

United States

HQ region

North America

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Membership Subscriptions: Monthly recurring membership providing unlimited access to all studios with guest passes and priority booking. Requires 3-month minimum commitment with auto-renewal.
2. Class Packs: One-time purchases of class credits that expire after 1 year from purchase. Available in various pack sizes.
3. Personal Training (The Outback): Dedicated personal training studio within Santa Monica location offering personalized training plans. Priced at $50 intro offer, $150 single session, or $1250 for 10-pack.
4. Gift Cards: Digital gift cards available for purchase as gifts for fitness experiences.
5. Franchise Fees: Company is exploring franchising model with dedicated franchising information page on website.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Training Mate operates boutique fitness studios delivering circuit-based HIIT (High-Intensity Interval Training) group fitness classes using a proprietary 45-second interval, 3-station, 9-exercise format with diverse equipment including dumbbells, kettlebells, TRX, and resistance bands. The company offers multiple signature class types (Bondi Burn, Thunder Down Under, Mighty Mate, MelBum, Sydney Circuit), monthly memberships, class packs, personal training through The Outback studio, gift cards, and private event hosting across 11 studio locations in California and Texas.

Product overview

Training Mate is a single-brand fitness company offering circuit-based HIIT group fitness classes at 11 studio locations across California and Texas. The core product consists of 45-minute HIIT classes (Bondi Burn, Thunder Down Under, Sydney Circuit) and the extended 50-minute Mighty Mate class, all utilizing a 3-station, 9-exercise format with 45-second intervals. The company operates on a platform-plus-services model combining group classes with membership tiers (Unlimited and 8-Class), The Outback personal training studio, gift cards, and event hosting. The brand emphasizes community through its 'mateship' philosophy and Aussie-inspired culture, with the founder Luke Milton's celebrity trainer presence on TV reinforcing brand awareness.

Differentiator

Problem solved

Functional benefit

Brands

• The Outback: Dedicated personal training studio located within the Santa Monica location offering personalized training plans and private sessions.

Products and services

• HIIT Group Fitness Classes Circuit-based 45-minute HIIT group fitness classes combining resistance and cardiovascular exercises across 3 stations and 9 exercises with 45-second intervals. Includes signature class variants: Bondi Burn (upper body), Thunder Down Under (lower body), Mighty Mate (60-second intervals, advanced, up to ~55 minutes), MelBum (glutes and abs), and Sydney Circuit (full body). Available to adults of all fitness levels from first-timers to experienced athletes.
• The Outback Personal Training Dedicated personal training studio within the Santa Monica location offering one-on-one coaching with personalized training plans. Pricing includes a $50 intro offer, $150 per single session, or $1,250 for a 10-pack. Targeted at individuals seeking customized workout plans and one-on-one attention.
• Gift Cards

Quantifiable outcome

• Members burn 500-700 calories on average in a 45-minute session
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• SoulCycle: Premium boutique indoor cycling brand with strong community/cultural positioning. Comparable on premium pricing, instructor-driven culture, and California concentration, though modality differs.
• TITLE Boxing Club: Large franchise of group boxing/HIIT fitness clubs with comparable pricing tier and franchise expansion model. Competitor for similar group-fitness, results-oriented consumer.
• ClassPass: Dominant fitness discovery and subscription platform that lists Training Mate classes. While not a direct competitor, it functions as a major distribution channel and shapes consumer expectations on pricing and flexibility.

Direct peers

• 9Round Fitness: Franchise-based 30-minute kickboxing/HIIT circuit concept. Comparable on HIIT/circuit methodology and franchise-driven multi-state footprint strategy.
• Barry's Bootcamp: Premium boutique HIIT/bootcamp brand combining strength and cardio in group class format. Comparable on premium pricing, instructor-led group experience, and similar demographic.
• Orangetheory Fitness: Largest boutique group fitness operator with a HIIT/interval-based class model and premium membership pricing. Competes directly for the same Southern California and Texas consumer wallet share.
• Burn Boot Camp: Franchise-based group HIIT fitness concept emphasizing community and trainer-led camps. Closely comparable on community-first positioning, group HIIT format, and franchise expansion model.
• F45 Training: Global franchise-based functional HIIT training brand operating group circuit-style classes. Direct comparable on HIIT/circuit format, franchise-led expansion, and similar target customer (group fitness community).

Emerging players

• STRIDE Fitness: Boutique treadmill-based HIIT group fitness franchise with similar premium positioning and community focus. Adjacent competitor targeting overlapping urban/suburban customer segments.
• Row House: Boutique indoor rowing group fitness concept with community-led positioning and franchise model. Comparable in premium group-fitness niche and franchise expansion mechanics, though specialized in rowing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/trainingmate
• YouTubeyoutube.com/channel/UCz6U4L2V7a1gWLNmM1w_5vQ
• Facebookfacebook.com/trainingmate
• LinkedInlinkedin.com/company/training-mate
• Instagraminstagram.com/trainingmate

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Training Mate