Sky’s Griffith joins WithU to expand Mvmnt
April 15, 2025
FitTech company WithU has announced that it will assume full ownership of its Mvmnt brand, formerly operated as a joint venture with Sky. The move will mark the beginning of the global expansion of Mvmnt, as WithU targets the 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, Mvmmnt 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.
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.
WithU has also announced 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. 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, commented: “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.”
Mvmnt has additionally announced the appointment of Colin Griffith as Managing Director. Griffith brings a wealth of experience in business development and startup growth, including a 15-year tenure at Sky.
“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,” said 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.”
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