We provide gauge/gravity dual descriptions of the strong coupling sector of composite Higgs models using insights from non-conformal examples of the AdS/CFT correspondence. We calculate particle masses and decay constants for proposed Sp(4) and SU(4) gauge theories, where there is the best lattice data for comparison. Our results compare favorably to lattice studies and go beyond those due to a greater flexibility in choosing the fermion content. That content changes the running dynamics and its choice can lead to sizable changes in the bound state masses. We describe top partners by a dual fermionic field in the bulk. Including suitable higher dimension operators can ensure a top mass consistent with the standard model.
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