WithU Takes Full Control of Mvmnt, Plans Global Expansion
WithU takes the reins as Mvmnt gears up for international growth, bringing its AI-powered fitness experience to TVs in new territories
Fit tech company WithU is taking full ownership of the Mvmnt digital fitness brand from joint venture partner Sky, setting its sights on global expansion and introducing its at-home fitness platform and body-tracking technology to new territories.
Mvmnt subscribers can access the app directly on their TVs, unlocking more than a hundred beginner-friendly workouts—from HIIT and yoga to strength training and meditation—with real-time, on-screen form feedback cues.
The concept was born out of a collaboration initiated by Sky, which approached WithU to develop an AI-powered TV fitness platform featuring body-tracking technology for the launch of Sky Live, its interactive camera. The brand later launched to Sky’s broader customer base with a streamlined offering—removing the body-tracking component and camera requirement—across Sky Glass, Sky Stream and Sky Q.
“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!” WithU co-founder and CEO Steve Clarke said. “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 U.K. for at least the next three years.”
The new markets include the EMEA, AMER and APAC regions, Mvmnt confirms. The digital fitness brand has also named Colin Griffith—who had a 15-year tenure at Sky—as its new managing director.
“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,” Griffith said. “Mvmnt’s success thus far in the U.K. 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.”
As part of the deal, Sky will retain exclusivity of Mvmnt’s body-tracking technology in the U.K. TV market.