Designed for busy parents, Mvmnt Family offers quick, coach-led workouts to build healthy habits during the summer slowdown
U.K.-based digital fitness platform Mvmnt is entering the family wellness market with the launch of Mvmnt Family, a new sub-brand offering short, equipment-free workouts for parents and children to do together at home.
Now available globally on Mvmnt’s mobile app, Google TV, Amazon Fire and Sky, the launch comes alongside a campaign, “Shake Up The School Run,” to combat the seasonal drop in activity during school holidays.
The move follows a major shift earlier this year, when fit tech company WithU took full control of Mvmnt from joint venture partner Sky, setting the stage for global expansion. Since then, Mvmnt has broadened its reach beyond the UK, bringing its AI-powered fitness experience and library of coach-led workouts to new markets across EMEA, AMER and APAC regions. As part of the transition, Mvmnt named longtime Sky executive Colin Griffith as managing director to lead the next phase of growth.
“Families are an underserved segment in the digital fitness space,” Griffith said. “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.”
A new survey of 2,000 UK parents commissioned by Mvmnt highlights just how hard it can be to keep kids moving during the long summer break. Nearly half (46%) of parents say they run out of active ideas by mid-August, while more than a quarter (27%) admit their family only does something active together once a week or less. Despite good intentions (35% say they want to be more active with their children), concerns around cost and time remain major hurdles, with 28% citing a lack of time as a significant barrier to staying active during the breaks.
Designed for children aged five and up, Mvmnt Family sessions are under 10 minutes long and led by a coach and child on screen. Formats include strength, yoga, HIIT, balance and football, with a focus on building healthy habits early while making workouts accessible and fun for the entire family.
“Mvmnt Family pioneers a new kind of fitness experience, designed not just for kids, or just for adults, but for families to move together,” Griffith said. “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.”
To encourage families to get moving, Mvmnt is offering a free one-month trial for new users throughout August with the code “Summershakeup”. Sky TV customers can access an extended 45-day free trial when signing up through their Sky device.
