Fitness Platform Mvmnt Expands Into Family Fitness with Launch of ‘Mvmnt Family’ and Timely School Holiday Campaign

UK-based digital fitness platform, Mvmnt, has announced the launch of Mvmnt Family, a new sub-brand designed to support families to get active together, via short-form, guided workouts.

Launching with the campaign “Shake Up The School Run”, this is Mvmnt’s first move into the family wellness space, timed to address a seasonal dip in activity among UK households. A new survey of 2,000 UK parents, commissioned by Mvmnt reveals:

• 46% of parents say they run out of active ideas with their kids by mid-August
• 27% of families do something active together just once a week or less
• 35% say they want to be more active with their children but worry about the cost
• 28% of parents cite lack of time as a major barrier to movement during school holidays

To help families stay active and connected, Mvmnt is offering a one-month free trial for new members throughout August, with access to the new Mvmnt Family workouts via mobile, web, and TVs (including Sky, Amazon Fire, and Google TV) for the duration of the school holidays.

Each Mvmnt Family workout is under 10 minutes, equipment-free, and led by a coach and child exercising side-by-side on screen, to appeal to all members of the family. Sessions span a broad range of modalities, from strength, yoga, HIIT, football and balance, and are designed to be effective for adults but fun and accessible enough for children. Via the campaign, Mvmnt Family aims to encourage parents to rethink exercise as a family activity, to support healthy habit formation for their children, and for themselves.

“Families are an underserved segment in the digital fitness space,” said Colin Griffith, Managing Director at Mvmnt. “We saw an opportunity to support parents who are time-poor, stressed, and want a shared active experience that benefits everyone in the house – not just the kids.”

Mvmnt Family represents a natural evolution for the platform, which has built a loyal user base through effective, beginner-friendly, coach-led workouts designed to fit around and enhance day-to-day life.

The family fitness market has seen growing interest in recent years, accelerated by post-pandemic lifestyle shifts and rising concern about childhood inactivity. NHS data shows 22.1% of Year 6 pupils in England are now classified as obese, and a growing number of health experts are calling for new, scalable interventions that support early lifestyle habit formation.

While other players such as Joe Wicks are tackling the issue with child-focused movement platforms, Mvmnt Family distinguishes itself by targeting whole-household engagement – empowering parents and kids to move more, feel better, and prioritise wellbeing together.

“Mvmnt Family pioneers a new kind of fitness experience, designed not just for kids, or just for adults, but for families to move together,” added Griffith. “We’re supporting parents with something that actually fits into their day, and helps build long-term, healthy habits at home, from an early age.”

Mvmnt Family builds on the platform’s existing strengths in short, coach-led, beginner-friendly sessions that fit real life. The wider Mvmnt workout library includes hundreds of workouts across strength, yoga, pilates, mobility and cardio, with workouts starting from just 5 minutes.

Research commissioned my Mvmnt, conducted by Censuswide between 18th – 24th July 2025. Nationally representative survey of 2,000 UK parents with children who go to school.