Having previously partnered with broadcaster Sky on the Mvmnt home fitness platform, WithU has announced it will take full ownership of the Mvmnt brand.
According to WithU, this move will focus the Mvmnt latform on international growth as WithU targets new territories within the fast growing digital fitness market.
Originally launched in 2022 as a joint venture with Sky, Mvmnt was created to integrate AI-driven Body-Tracking technology for Sky’s interactive camera, Sky Live. Following this, Mvmnt expanded to a wider Sky audience in 2024, offering a streamlined version without Body-Tracking or the camera, available on Sky Glass, Sky Stream, and Sky Q.
As part of its growth strategy going forwards, Mvmnt will target Smart TV distributors and Pay TV operators in the EMEA, AMER, and APAC regions. The goal is to replicate its UK footprint across these global markets.
WithU adds that the digital fitness sector is forecasted to reach £13.9 billion globally by 2030, in line with the Smart TV market, which is set to grow to 2.1 billion units by 2030.
Sky has also signed a new three-year partnership with WithU to continue offering Mvmnt on its TV platforms. This follows an initial three-year exclusive deal.
Mvmnt has reportedly seen a 270% year-on-year growth rate within Sky’s customer base, maintaining a Customer Satisfaction Score (CSAT) of 97% and a reported 94% satisfaction rate with its coaching quality.
Under the new agreement, Sky will retain exclusivity of Mvmnt’s Body-Tracking technology in the UK TV market.
Steve Clarke, Co-Founder and CEO of WithU, said “Working with Sky over the past four years has allowed us to create Mvmnt, the most innovative fitness product in the world, turning any TV into a personal trainer.
“This new agreement gives us the chance to expand Mvmnt into new markets, with Sky remaining our flagship partner in the UK for at least the next three years.”
Mvmnt has also appointed Colin Griffith as Managing Director to lead the next phase of its growth. Griffith brings 15 years of experience at Sky, where he specialised in business development and strategic partnerships. His expertise will help accelerate Mvmnt’s international expansion in 2025 and beyond.
Colin Griffith, Managing Director of Mvmnt, said “This marks an exciting period for Mvmnt. Our UK success through the partnership with Sky gives us confidence that we’re poised for success internationally, and our strong customer engagement ensures our value proposition will resonate globally.”
