FitTech company, WithU today announced that it will assume full ownership of its Mvmnt brand, formerly operated as a joint venture with Sky. The strategic move will mark the beginning of the global expansion of Mvmnt, as WithU targets the rapidly-growing digital fitness market in new territories.
Launched in 2022, Mvmnt was created as a result of Sky approaching FitTech disruptor WithU, to create an AI-driven TV fitness vertical with Body-Tracking technology for the launch of its interactive camera, Sky Live. Following its success, Mvmnt launched to the mass Sky market in 2024, with a modified proposition without Body-Tracking nor the need for a camera, on Sky Glass, Sky Stream and Sky Q.
Global Expansion
During the next stage of Mvmnt’s growth plan, the fitness app will target Smart TV distributors and Pay TV operators in the EMEA, AMER and APAC regions, with the aim of replicating the success seen in the UK on a global scale.
The announcement comes as the digital fitness market prepares for a period of significant growth, projected to reach £13.9bn globally by 2030, aligned with the rapid expansion of the Smart TV market, set to grow to 2.1 billion units by 2030.
Sky signs new agreement to retain Mvmnt for UK customers
Today, WithU also announces that Sky has signed a new three year partnership to retain Mvmnt across its TV platforms, following strong customer resonance during its initial three-year exclusive partnership.
Amongst this Sky customer base, Mvmnt reports a 270% YoY growth rate, while sustaining a Customer Satisfaction Score (CSAT) of 97% and a score of 94% when rating the quality of coaching on the platform. Under the new three-year deal, Sky will also retain exclusivity of Mvmnt’s Body-Tracking technology in the UK TV market.
WithU Co-Founder and CEO, Steve Clarke comments, “Working with our partner, Sky, over the past four years has enabled us to create the most innovative fitness product in the world, Mvmnt, which turns any TV into a personal trainer!
“This new agreement announced today gives us the opportunity to expand the Mvmnt product into new channels and markets, with Sky remaining as our flagship broadcast partner in the UK for at least the next three years.”
Appointment of Colin Griffith
Leading this strategic shift, Mvmnt also announces the appointment of Colin Griffith as Managing Director. To the role, Colin brings a wealth of experience in business development and startup growth, including a 15 year tenure at Sky. Griffith’s expertise in strategic partnerships primes Mvmnt for accelerated global expansion in 2025 and beyond.
“Today’s announcement marks the start of a hugely exciting period for Mvmnt, and I’m thrilled to be leading our ambitious next stage of growth.” Says Griffith.
“Mvmnt’s success thus far in the UK market via our partnership with Sky assures us that we’re poised for success in global markets, and our strong customer engagement and satisfaction rates prove that we’ve built a compelling value proposition for partners that will resonate across the globe.”
WithU [WithU Holdings Ltd] is a leading British FitTech company on a mission to empower the world to choose fitness.
Established in 2020, the company’s flagship product, the WithU App, disrupted the digital fitness market with its audio-first workout experience. It gained rapid momentum in the UK during the COVID-19 lockdowns, and has experienced significant global growth ever since.
WithU is the parent company home to industry-leading fitness technologies and products including: Mvmnt, the TV-first fitness app that turns a member’s device into a personal trainer. TrvlWell, a joint venture with The Collinson Group, created to help travellers make wellness a priority on any trip.
FitTech disruptor WithU has been recognised as a ‘hyper-growth’ business, achieving a debut placement of 26 in the 2025 FT 1000: Europe’s 1000 fastest-growing companies list, with a compound annual growth rate (CAGR) of 246%, also securing the title of: fastest-growing Leisure and Entertainment company in Europe.
With strategic partnerships with industry leaders including Sky, Visa, Samsung, Vodafone, McDonald’s and John Lewis and Partners, WithU’s products and proprietary technologies are used by members and partners in over 28 countries worldwide.
chelsea@withutraining.com
WithU
