Universal Pictures Partners with Sudor to Power the Next Generation of Fitness & Wellness Apps

Universal Pictures Content Group (Universal) has partnered with fast growing technology platform Sudor to power its portfolio of wellness apps, starting with Own Your Goals, led by Davina McCall and her 300,000-strong community. As digital fitness accelerates in both consumer demand and creator opportunity, Universal has selected Sudor’s platform which is designed specifically for content creators, where reliability, community engagement, ownership, and monetization are all critical. This partnership reflects Universal’s long-term commitment to building scalable infrastructure that empowers its talent to grow, engage, and fully own their business.

Partnering with Sudor reinforces Universal’s leadership in one of the fastest-growing segments of the creator economy. As digital fitness becomes a cornerstone of the global wellness economy, creators can earn well beyond just showing their content on social media. They need infrastructure built for real business where their earnings are unlimited. Sudor delivers exactly that: fully branded apps with complete control over content, pricing, data, and community. The result? Industry-leading creator retention, with average subscriber retention of over 94%.

The creator economy is projected to reach $480 billion by 2027, according to Goldman Sachs, with fitness among its fastest-growing segments. Creators are driving this growth, building communities, shaping culture, and fueling engagement, yet ad-based platforms continue to capture most of the value. They control the data, set the terms, and take the lion’s share of revenue.

The partnership signals a new chapter in Sudor’s mission to empower creators to be in control. “We’re incredibly proud to partner with Universal to help scale Own Your Goals”, says Sudor Co-Founder and CEO Emma Heap. “It’s one of the UK’s leading wellness apps for women, already making a meaningful impact on tens of thousands of lives. Now, we’re building the infrastructure to take that even further”.