Training Mate Shares US Expansion Plans For Community-Driven Fitness

Luke Milton, former Australian rugby player and founder of Training Mate, grew up in a world where community was everything. “Every school had team sports, neighbors were your best friends, and you couldn’t wait to get home to jump on your bike and ride around. Community and culture are just in my DNA.” Milton’s experience as a professional athlete for Australia in both rugby league and rugby union deepened this sense of camaraderie, teaching him that the bonds formed in a team are as valuable as the game itself. Reflecting on his career, he admitted, “I couldn’t tell you if I loved the sport enough to pass a lie detector test…. But I was in love with the community, the culture, the team, the understanding that no matter where I was or who I played for, I had made a group of friends that were there for me in good times and bad.”

After retiring from Rugby, Milton relocated to Los Angeles with his wife, where he realized a gap in the fitness market for an experience emphasizing human connection. Inspired by his love for community, he launched Training Mate’s first studio in West Hollywood in 2013. It didn’t take long for the brand to catch on. “From day one, I promised that Training Mate would always prioritize community,” he explained. His vision was to create a space that welcomed everyone, allowing them to build friendships and support systems through fitness.

The Training Mate Concept

What sets Training Mate apart from other fitness studios is its unique exercise approach, which Milton describes as “49% fitness, 51% social.” This community-focused philosophy is evident in every class, encouraging interaction and connection. The classes are 45-minute HIIT workouts structured to encourage members to interact with one another and are designed not only to get people fit but to foster relationships. From “no-shower happy hours” to mate meetups and events, the brand offers a social experience beyond the traditional workout.

Milton emphasizes that Training Mate is tackling what he sees as an epidemic of loneliness, especially in major cities like Los Angeles. “We’re here to cure the loneliness epidemic by creating human connection through physical health, social health, and mental health,” said Milton. This commitment to connection and well-being resonates with members, some of whom have formed lasting friendships, business partnerships, and even romantic relationships through the program. “We have people meet each other, get married, get engaged,” he shared. “It’s so much more than a workout.”

This approach to fitness aligns with a more significant trend in the wellness industry, where community-focused concepts are flourishing. The percentage of Americans exercising daily increased from 18.5% in 2010 to 21.1% in 2023, with much of that growth driven by an increase in women participating in regular exercise. As more Americans seek inclusive and supportive fitness communities, Training Mate has positioned itself as a leader in fostering genuine connections while promoting a healthy lifestyle.

Training Mate’s Expansion

Training Mate began exploring new markets after establishing a strong presence in Los Angeles with six locations. Dallas became the first out-of-state expansion, with two locations now thriving. The Dallas studios were an immediate hit, with one location being voted the top fitness studio in the Dallas-Fort Worth area after just a year. The success confirmed that Training Mate’s unique fitness and social connection combination could resonate outside of its West Hollywood origins.

Milton’s next step is to scale Training Mate through a franchise model, expanding into other growing markets. Locations in Plano, Houston, Encino in LA, Austin, and Las Vegas are slated to open within the next year, with six additional locations planned for the following year. Careful about maintaining the brand’s core values, Training Mate carefully selects franchisees who can carry forward its mission of fostering human connection through fitness.

Training Mate’s expansion strategy aligns with broader trends in the fitness industry. Demand for fitness trainers is projected to grow 14% over the next decade, underscoring the sector’s robust growth. Milton is optimistic about Training Mate’s role in this evolving landscape, viewing it as an opportunity to expand the brand and impact communities nationwide.

Growing Market Of Community-Driven Fitness

Training Mate isn’t alone in recognizing the importance of community within the fitness industry. The rise of community-centric fitness brands reflects a more significant shift toward wellness and social connection, especially as fitness concepts multiply across the US market. Australian-born F45, for example, has seen rapid growth by creating a team-based workout experience. Other brands like Strong Pilates, CorePower, and Pure Barre emphasize structure and community, attracting members who value physical fitness and a sense of belonging.

As the desire for wellness grows among Americans, fitness brands that prioritize social engagement are gaining traction. Training Mate’s emphasis on community aligns with this trend, but its “49% fitness, 51% social” philosophy stands out in an increasingly crowded market. “It’s not just about the workout; it’s a lifestyle,” Milton explained. Training Mate’s success in fostering friendships and promoting mental well-being underscores the potential for community-driven fitness to offer something uniquely valuable in today’s world.

With its unique approach and expanding footprint, Training Mate is well-positioned to be a leader in the future of fitness in the US, proving that the right balance of social and physical wellness can turn a workout into a community.