UFC Gym and Alta Global Launch Gym Programs in Costa Mesa & Huntington Beach, California: Part of a Global Rollout to 150+ UFC Gyms

Highlights

• California Launch: Costa Mesa & Huntington Beach California named as the first locations to run the Alta 20-week Warrior Training Program with pre-sales starting from November 4, 2024.

• Enterprise Partnership: This collaboration will see the integration of Alta's products and programs across UFC Gym's extensive network of over 150 global gyms, marking Alta's first major enterprise partnership with a potential gross revenue impact of over $7,000,000 annually*.

NEW YORK, NY / ACCESSWIRE / November 4, 2024 / Alta Global Group (NYSE American:MMA) ("Alta" or the "Company"), a pioneering technology company dedicated to transforming the landscape of martial arts and combat sports training, continues its launch of its partnership with UFC Gym Group with the announcement of the first 20-week Warrior Training Program at UFC Gym Costa Mesa and UFC Gym Huntington Beach, California, scheduled to go on sale to members in November 2024. This launch marks the first step in Alta's first major enterprise partnership. This collaboration will look to integrate Alta's innovative products and programs across UFC Gym's extensive network of over 150 global gyms.

Nick Langton, Founder and CEO of Alta Global Group, remarked, "We are thrilled to launch our inaugural program in Costa Mesa & Huntington Beach, California. This partnership with UFC Gym is a monumental step for Alta, and starting at these incredible gyms allows us to showcase our 20-week Warrior Training Program to a vibrant and passionate community. We look forward to engaging UFC and MMA fans in Costa Mesa, Huntington Beach and beyond, converting their enthusiasm into active participation."

"We are excited to partner with Alta Global Group to launch their innovative training programs in Costa Mesa and Huntington Beach, California as the first of many locations," said Adam Sedlack, CEO of UFC Gym Group. "This collaboration will significantly enhance our members' experience in Costa Mesa and Huntington Beach and set the stage for the rollout of these programs across our global network."

Highlights of the program include:

• Global Expansion: This strategic alliance significantly expands Alta's reach, increasing its gym partnerships to over 650 locations worldwide.

• Program Rollout: Starting in Costa Mesa and Huntington Beach California, Alta will roll out its highly acclaimed 20-week Warrior Training Program across the United States and internationally. These programs are planned to be introduced in 15 US locations in the first half of 2025. It is intended to also introduce into global locations across the Middle East, UK, Germany, Mexico, India and Central Asia.

• Revenue Opportunities: The Alta Warrior Training Program, which averages 24 participants per program, enables gyms to run up to two programs annually. Participants pay upwards of $1,500 for the 20-week experience.

• Pathway from MMA fandom to participation: By incorporating the Alta Warrior Training Program into UFC Gym, millions of UFC and MMA fans will have the unique opportunity to train like their heroes. This 20-week regimen culminates in an exhilarating, fully sanctioned MMA fight, offering an unparalleled experience.

• Mobile Marketing Platform: Furthermore, UFC Gym Group will utilize Alta's all-in-one mobile marketing platform, Hype, to enhance customer acquisition and retention across its network of over 150 gyms. Hype, powered by Alta, operates on a traditional Software-as-a-Service (SaaS) model.

• Extensive opportunities for growth: Currently, UFC Gym Group boasts over 150 locations in 40 countries worldwide, including 80 in the United States, with hundreds of additional gyms in development.

ABOUT UFC GYM^®

UFC GYM^® is the first major brand extension of UFC^®, the world's premier MMA organization, created in alliance with New Evolution Ventures™ (NeV), developers of many of the world's most successful fitness brands. As the first to unite the benefits of MMA with fitness, the brand is not what you expect, and more than you can imagine. UFC GYM's TRAIN DIFFERENT^® approach provides members with the ultimate fitness experience and programming that secures results for all ages and training levels. With over 150 locations opened and 700 additional locations currently in development globally, UFC GYM has revolutionized the fitness industry and positively impacted countless lives worldwide. UFC GYM offers the opportunity to own and operate a franchise domestically and internationally. For more information, please visit www.ufcgym.com.

Follow UFC GYM through the below platforms:

• FACEBOOK - Facebook.com/UFCGYM

• YOUTUBE - Youtube.com/UFCGYM

• INSTAGRAM, TIKTOK & X - @UFCGYM

ABOUT ALTA GLOBAL GROUP LIMITED

Alta Global Group Limited is a technology company that is seeking to increase consumer participation in martial arts and combat sports whilst building upon existing community offerings within the sector. Alta currently has three business units designed to provide services to and monetize all key stakeholders in the sector, namely fans, participants, coaches, gym owners and athletes.

• TrainAlta (www.trainalta.com) partners with gyms and coaches to deliver a range of consumer products that drive participation in martial arts for fans and beginners.

• Hype (www.hype.co) is a mobile marketing platform designed to help gym owners, coaches and athlete partners grow revenue from their followers and audiences in today's age of social media.

• MixedMartialArts.com (www.mixedmartialarts.com) is a leading platform for the MMA community, providing access to MMA news and media, fighter data, fight schedules and access to the legendary Underground forum.

For further information about Alta Global Group Limited (NYSE American: MMA), please visit www.altaglobalgroup.com or https://ir.altaglobalgroup.com/news-events/presentationsfor a copy of our latest corporate presentation.

Follow us on social media via https://www.facebook.com/trainaltahttps://x.com/altaglobalgrouphttps://www.instagram.com/trainalta/ or https://au.linkedin.com/company/trainalta

* Economics stated above are based on average actual operating data for the last 3 fiscal years to 30 June 2023, with 120 programs and 2,914 participants. Above are on a USD basis, applying a conversion rate of 1.49 USD/AUD. The revenue projection is based on the following assumptions: the Warrior Training Program averages 24 participants per program (see Presentation dated September 2024); generating USD$1,004 in gross revenue per participant (see Presentation dated September 2024); each UFC Gym, consisting of both corporate owned locations and franchises, of which there are currently 150 worldwide, is proposed to run two programs annually and Alta processes 100% of the payments and distributes up to 70% back to UFC Gym. This revenue projection is contingent upon the assumptions listed above and should be considered as an estimate based on historical data and current operational strategies. Actual results may vary due to factors such as changes in participation rates, program offerings, gym expansion, and market conditions.

Forward-Looking Statements

This press release may include forward-looking statements. Any statements contained herein regarding our strategy, future operations, financial position, future revenues, projected costs, prospects, plans and objectives of management, other than statements of historical facts, are forward-looking statements. The forward-looking statements included herein include or may include, but are not limited to, statements that are predictive in nature, depend upon or refer to future events or conditions, or use or contain words, terms, phrases, or expressions such as "achieve," "forecast," "plan," "propose," "strategy," "envision," "hope," "will," "continue," "potential," "expect," "believe," "anticipate," "project," "estimate," "predict," "intend," "should," "could," "may," "might," or similar words, terms, phrases, or expressions or the negative of any of these terms. Any statements in this press release that are not based upon historical fact are forward-looking statements and represent our best judgment as to what may occur in the future. Any references to active gyms or partner gyms refer to a gym profile that has been claimed or created and has accepted the terms and conditions and/or a previous license agreement to run the Warrior Training Program. Any references to estimated or targeted revenue per active gym do not guarantee that the gym will generate the specified revenue or any revenue at all. Forward-looking statements involve a number of known and unknown risks and uncertainties, including, but not limited to, those discussed in the "Risk Factors" section contained in our Registration Statement on Form F-1 as filed with the SEC. Given the risks and uncertainties, readers should not place undue reliance on any forward-looking statement and should recognize that the statements are predictions of future results which may not occur as anticipated. New risk factors emerge from time to time, and it is not possible for management to predict all such risk factors, nor can it assess the impact of all such factors on the Company's business or the extent to which any factor, or combination of factors, may cause actual results to differ materially from those contained in any forward-looking statements. You should carefully read the factors described in the "Risk Factors" section of the Registration Statement to better understand the risks and uncertainties inherent in our business and industry, and underlying any forward-looking statements. Except where required by law, the Company assumes no obligation to update, withdraw or revise any forward-looking statements to reflect actual results or changes in factors or assumptions affecting such forward-looking statements.

Media Contacts:

Peter Jarmain - peter@trainalta.com

Veronic Stranc - Veronica@UFCGYM.com

SOURCE: Alta Global Group