WithU has announced that it will acquire full ownership of the Mvmnt home fitness platform, previously a joint venture with broadcaster Sky. This strategic move will allow WithU to focus on expanding Mvmnt’s reach internationally as it targets new markets within the rapidly growing digital fitness sector.
Mvmnt was first launched in 2022 as a collaboration between WithU and Sky. The platform integrated AI-powered Body-Tracking technology for Sky’s interactive camera, Sky Live. In 2024, Mvmnt expanded its offerings, introducing a simplified version without the Body-Tracking or camera features, available on platforms such as Sky Glass, Sky Stream, and Sky Q.
Looking ahead, WithU plans to target Smart TV distributors and Pay TV operators across regions including EMEA, AMER, and APAC. The company aims to replicate Mvmnt’s success in the UK across these global markets.
The digital fitness industry is projected to reach £13.9 billion globally by 2030, aligning with the growth of the Smart TV market, which is expected to reach 2.1 billion units by the same year.
As part of the agreement, Sky has renewed its partnership with WithU for another three years to continue offering Mvmnt on its TV platforms. This follows an initial exclusive partnership of three years.
Mvmnt has shown impressive growth, with a 270% year-on-year increase within Sky’s customer base. The platform has also maintained a high Customer Satisfaction Score (CSAT) of 97%, along with a 94% satisfaction rate for its coaching quality.
Under the new arrangement, Sky will retain exclusive rights to Mvmnt’s Body-Tracking technology in the UK TV market.
Steve Clarke, Co-Founder and CEO of WithU, commented, “Our collaboration with Sky over the last four years has led to the creation of Mvmnt, one of the most innovative fitness products in the world. This new agreement opens the door for us to expand Mvmnt into new markets, with Sky remaining our key partner in the UK for at least the next three years.”
Additionally, Mvmnt has appointed Colin Griffith as Managing Director to lead its next phase of growth. Griffith, who has 15 years of experience at Sky in business development and strategic partnerships, will play a pivotal role in accelerating Mvmnt’s international expansion starting in 2025.
Colin Griffith, Managing Director of Mvmnt, said, “This is an exciting time for Mvmnt. Our success in the UK through our partnership with Sky gives us confidence that we can replicate that success internationally. Our strong customer engagement ensures that our value proposition will resonate globally.”
