Training For Warriors

What Training For Warriors does

Training for Warriors (TFW) is a privately held fitness education and certification company founded in 2011 and operated as Training For Warriors, LLC, headquartered in Cornelius, North Carolina. The company develops a comprehensive, principle-centered training system covering warm-ups, strength training, speed training, nutrition, flexibility, and program design, originally built by founder Martin Rooney and applied across elite combat sports training (notably with Team Renzo Gracie and UFC athletes such as Jim Miller). TFW monetizes this IP through a diversified mix: annual affiliate licenses granted to independent gym owners and trainers (delivered through hundreds of locations in over 25 countries), paid online instructor certification courses (Level 1 and Level 2 leading to a "Warrior Certified" credential), the TFW DoJo digital membership platform (offering a $247 annual and $799 lifetime tier), the Coaching Greatness coaching course ($395), and direct-to-consumer sales of authored books (Train to Win, Rooney's Rules, Coach to Coach, The Book of 5 Things) and training DVDs. The underlying technology is a WordPress-based e-commerce storefront integrated with Stripe payments, alongside the members-only tfwdojo.com content platform that hosts hundreds of hours of training videos, webinars, and interviews.

The business operates a multi-channel go-to-market: a licensed-affiliate model serving as the primary distribution vehicle, supplemented by e-commerce, podcast (Into The Roar) and blog content marketing, and direct-to-consumer certification and digital subscriptions. Customer segments span personal trainers, strength and conditioning coaches, athletes and martial artists (primary), plus physical therapists and healthcare professionals, with gym owners as the business-unit buyer for affiliate licensing. Since launching the certification program roughly six years ago, TFW has certified more than 4,000 trainers worldwide, and the Train to Win book has sold over 20,000 copies.

Strategic positioning centers on being a single, coherent training framework rather than a collection of fragmented fitness tools, delivered through an internationally trademarked brand ("TFW" and "Warrior Certified") and a worldwide community of certified coaches. The company is founder-controlled with no disclosed venture capital, private equity or institutional ownership, and there are no public financial disclosures, acquisitions, or restructuring events in the input data.

Name

Training For Warriors

Legal name

Training For Warriors, LLC

Website

https://trainingforwarriors.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Training for Warriors licenses a comprehensive fitness training system to independent gym owners and trainers through a global affiliate network spanning 25+ countries, monetizing via affiliate licensing fees, online certification courses, digital membership subscriptions, coaching programs, and branded books and DVDs.

Ownership category

akta.pro rank

Product category

Fitness Education and Certification

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

Strength & Conditioning / Athletic Performance Training (HSADAEAB)

akta.pro secondary industries

Strength & Conditioning Personal Training (HSADAAAB), Small-Group Personal Training (Semi-Private) (HSADAAAN), General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• Fitness certification programs
• Strength conditioning training
• Personal trainer education
• Gym affiliate licensing
• Coaching development courses

Headquarters

HQ city

Shawnee Mission

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Affiliate Licensing: TFW grants affiliate licenses to gym owners and trainers who pay for the right to use the TFW name, logo, and system. The license lasts one year from the starting date and is renewed annually.
2. Digital Membership Subscriptions: TFW generates recurring revenue through the TFW DoJo membership platform. The Yearly membership provides 12 months of access for $247, while the Lifetime membership offers one-time access for $799. Members receive ongoing content including webinars, videos, and exclusive training materials.
3. Book Sales: Sale of fitness and coaching books including Train to Win (10th Anniversary Edition) at $19, Rooney's Rules at $15, Coach to Coach at $15, and The Book of 5 Things at $20.
4. DVD Sales: Sale of training DVDs including Training for Warriors DVD ($24) and The Story Behind the Making of Ultimate Warrior Workouts DVD ($16).
5. Certification Course Fees: Revenue from Level 1 and Level 2 instructor certification courses, as well as the Coaching Greatness course ($395).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Training for Warriors operates a fitness training system delivered through a global affiliate network of licensed gym locations, online instructor certification courses (Level 1 and Level 2) for personal trainers, a digital DoJo membership platform with training content, and physical products including books and DVDs authored by founder Martin Rooney. The company sells annual affiliate licenses to gym owners, recurring subscriptions to its member-only training website, and one-time course fees for certification programs.

Product overview

Training for Warriors (TFW) is a fitness certification and training system company offering a comprehensive portfolio of products and services. The core offerings include online instructor certification courses (Level 1 and Level 2) leading to Warrior Certified status, an exclusive DoJo membership platform with hundreds of hours of video content (available as yearly or lifetime memberships), and the Coaching Greatness program. Physical products include books authored by founder Martin Rooney (Train to Win, Rooney's Rules, Coach To Coach, The Book of 5 Things) and DVDs featuring martial arts training from Team Renzo Gracie. The company also operates an affiliate/licensing program allowing gyms worldwide to use the TFW brand, maintains a podcast (Into The Roar), and hosts a blog with coaching and fitness content. The company operates hundreds of TFW locations across over 25 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• TFW Level 1 Instructor Course An online certification course led by Martin Rooney consisting of 12 training modules with over 16 hours of lecture and training plus 4 hours of webinar review. Covers TFW System introduction, 10 Rules of TFW Approach, evaluation techniques, warm-ups, Warrior Challenges, Hurricane Methods, Warrior 20 Nutrition Philosophy, and program design. Targeted at personal trainers, strength and conditioning coaches, athletes, martial artists, and physical therapists. Over 4,000 trainers have become Warrior Certified worldwide.
• TFW Level 2 Instructor Course

Quantifiable outcome

• Over 4,000 trainers worldwide have become Warrior Certified in the TFW System
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

One partnership is on record.

• Team Renzo GraciecoreStrategic or Co-development PartnerTeam Renzo Gracie collaborated with Martin Rooney to create the Training for Warriors DVD, featuring workouts by Team Renzo Gracie. These workouts helped Roger Gracie and Kyra Gracie win gold at the 2005 ADCC World Grappling Championships and Rodrigo Gracie win at Pride FC and K-1.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CrossFit: CrossFit operates the most analogous affiliate/licensing model for fitness training globally, certifying trainers and licensing gyms to deliver its branded methodology. The structure of TFW's affiliate network, certification system, and global footprint mirrors CrossFit's approach, though CrossFit operates at a much larger scale.
• Title Boxing Club: Title Boxing Club is a franchise fitness brand built around combat-inspired (boxing) group training, with a nationwide network of licensed locations. Similar to TFW's emphasis on combat athlete training and affiliate/licensing model, with overlapping target customers in fight-inspired fitness.
• F45 Training: F45 is a franchise-based functional training brand that licenses studio owners a branded workout system and training content. Comparable to TFW in combining proprietary programming, franchise/affiliate economics, and group fitness delivery, with a similar international footprint strategy.
• StrongFirst: StrongFirst is a strength training education and certification brand offering kettlebell, barbell, and bodyweight instructor courses. Direct competitor in the strength and conditioning certification market, with a similar content-first, instructor-led approach.
• 9Round Fitness: 9Round is a kickboxing-themed fitness franchise with hundreds of licensed locations and a standardized workout system. Comparable to TFW in combining combat sports methodology, trainer certification, and a per-location licensing/franchise model.
• Rumble Boxing: Rumble is a boxing-inspired group fitness studio brand with company-owned and franchised locations. Comparable to TFW in the combat sports fitness category and serves a similar urban, performance-oriented demographic, though Rumble is more studio/operator-controlled than licensed.

Broad incumbents

• NASM (National Academy of Sports Medicine): NASM is one of the largest and most widely recognized personal trainer certification bodies in the U.S. Competes with TFW's Level 1 and Level 2 certifications for the same personal trainer buyer, with broader career-pathway offerings and stronger institutional recognition.
• ACE Fitness (American Council on Exercise): ACE is a major NCCA-accredited personal trainer and group fitness certification provider. Overlaps with TFW's certification offering for personal trainers and group fitness instructors, with broader academic accreditation and stronger employer recognition.
• ISSA (International Sports Sciences Association): ISSA is an established online fitness certification organization offering trainer, strength coach, and specialty credentials. Directly comparable to TFW's self-paced, online certification model, with a longer operating history and broader course catalog.

Emerging players

• Onnit: Onnit is a fitness and wellness brand offering proprietary training content, supplements, and equipment with a strong educational/marketing library. Overlaps with TFW in content-driven fitness education, though Onnit is broader (supplements, equipment) and more consumer-DTC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/martinrooney1
• Facebookfacebook.com/118835364802
• Instagraminstagram.com/trainingforwarriors
• LinkedInlinkedin.com/company/training-for-warriors

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 For Warriors