What Moove does

Moove operates a gamified fitness competition platform structured like fantasy sports leagues, in which employees, educators, and friend groups compete head-to-head across weekly matchups and seasonal standings. Founded in 2020 in Atlantic Highlands, New Jersey during the COVID-19 pandemic by a group of friends originally competing in daily Peloton challenges, the company has evolved from a group text and spreadsheet into a mobile application available on iOS and Android. The platform serves three primary customer segments: corporate/enterprise clients (500-10,000+ employees) using the product for employee wellness and team building, K-12 educators and school districts through a dedicated sub-brand with .edu-discounted pricing, and consumer/friend groups using a free league tier of up to 32 players or solo 5-day challenges.

The core product surface consists of the Moove App, Solo Play, Free Leagues, and Private Leagues (marketed as Moove Private). The proprietary Moove Point System (MPS), developed with kinesiologists, scores more than 200 activities on a per-minute, per-mile, or per-repetition basis using metabolic equivalents (METs) drawn from published research on energy expenditure. Activity capture relies on manual honor-based entry supplemented by integrations with Apple Health (iOS), Health Connect (Android), and indirect Garmin sync via the mobile health platforms. League parameters (team sizes, season length, time zones, off days, playoff formats, daily maximums, bonus buttons) are configurable for enterprise customers.

Moove's revenue model centers on Per-Employee-Per-Month (PEPM) subscriptions sold to corporate clients at $1.50 (500-5,000 employees), $1.00 (5,001-10,000), and $0.50 (10,000+), billed annually with waived implementation fees and white-glove admin support. A $3 PEPM monthly pilot tier with a two-month minimum and $1,000 per-league implementation fee serves shorter engagements. Free leagues up to 32 players drive consumer acquisition and community-led growth, while direct field sales target HR directors, wellness coordinators, and school administrators. The company is registered as Moove Fitness LLC in New Jersey, has disclosed approximately $780,000 across two funding rounds in 2021 and 2023, and operates with 1-10 employees as a privately held, founder-led business.

Name

Moove

Legal name

Moove Fitness LLC

Website

https://moovetogether.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Moove operates a gamified team-based fitness competition platform that awards points across 200+ activities using a proprietary kinesiologist-built scoring system. It sells Per-Employee-Per-Month subscriptions to corporate employers and K-12 school districts, with a free league tier for friend groups.

Ownership category

akta.pro rank

Product category

Corporate Wellness Software

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Virtual & Hybrid Participation Events (App-Based, Remote/Hybrid Races) (MPAKAIAH)

akta.pro secondary industry

Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

Keywords

• Corporate wellness platform
• Team fitness competitions
• Employee engagement software
• Gamified fitness tracking
• Wellness challenge app

Headquarters

HQ city

Atlantic Highlands

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Corporate Subscription (Per Participant Per Month): Annual contract subscription model with pricing based on company headcount. PEPM rates scale downward with larger organizations ($1.50 for 500-5,000 employees down to $0.50 for 10,000+). Includes unlimited leagues throughout the year with waived implementation fees and white-glove support.
2. Monthly Pilot Program: Short-term engagement option at $3 per participant per month with 2-month minimum. Includes $1,000 implementation fee per league for pilot and flexible deployment.
3. Implementation Services: One-time implementation fee of $1,000 per league for organizations running pilot programs. Includes setup assistance and onboarding support for admins and league organizers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Moove operates a team-based fitness competition platform structured like fantasy sports leagues. Users earn points across 200+ activities via a proprietary Moove Point System (MPS) developed with kinesiologists, and compete individually or on teams through private leagues offered to corporations, K-12 educators, and consumer friend groups. The mobile app supports automatic activity syncing from Apple Health, Health Connect, and Garmin devices.

Product overview

Moove is a gamified fitness competition platform structured like fantasy sports leagues. The core Moove App enables individual Solo Play competitions and team-based League Play with both Free Leagues (up to 32 players) and premium Custom Private Leagues (Moove Private) for enterprises. The Moove Point System (MPS), developed by kinesiologists, awards points for over 200 activities based on metabolic science. Moove for Educators provides specialized K-12 school offerings with free or discounted pricing. The platform integrates with Apple Health, Health Connect, and Garmin wearables for activity tracking.

Differentiator

Problem solved

Functional benefit

Products and services

• Moove App Core mobile application that enables users to track, manage, and share fitness activities through a gamified fantasy-sports-style competition platform, earning points for 200+ activities and competing individually or on teams.
• Solo Play Individual competition mode where a user invites a friend to a 5-day fitness challenge. Participants log workouts daily and track wins and losses on a personal leaderboard.
• Free League Free team-based league for up to 32 players with team sizes of 2, 4, or 8. Runs 4 weeks (3-week regular season plus 1-week playoffs) with head-to-head Monday–Friday matchups and bonus points when all team members hit daily targets.
• Moove Private (Private Leagues) Customized team-based fitness competition leagues for corporations and organizations with custom team setup, personalized weekly emails, longer seasons, weekend options, off-day customization, and white-glove admin support.
• Moove for Educators Specialized offering for K-12 teachers and school staff with discounted or free (with .edu email) leagues designed to promote team-building and healthy habits among school staff.

Quantifiable outcome

• 48 people participated in a 6-week challenge representing a significant percentage of staff participation
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MoveSpring: MoveSpring is a corporate fitness challenge platform offering step, distance, and minutes-based competitions with private group leagues. It directly overlaps Moove on team-based activity competitions for organizations, employer wellness programs, and custom league creation, making it the closest comparable on product and buyer.
• Stridekick: Stridekick provides customizable fitness challenges and step competitions for workplaces, schools, and communities, with leaderboards and team play. It targets the same HR/wellness buyer and similar group-based competition mechanics, making it a directly competitive point solution.
• Wellable: Wellable is an employee wellness platform that offers fitness challenges, biometric screenings, and rewards alongside a challenges marketplace. It competes with Moove's enterprise private league product and bundles similar team-competition capabilities into a broader wellness suite.
• Wellsteps: Wellsteps delivers worksite wellness programs with step and activity challenges, incentives, and reporting for employers. It addresses the same customer segment and core use case—employee fitness challenges—and competes head-to-head with Moove Private in corporate wellness RFPs.
• Terryberry: Terryberry offers employee engagement and recognition solutions including fitness and wellness challenges targeted at HR. It overlaps with Moove on team-based activity competitions and shares the HR director buyer, making it a directly competitive engagement platform.

Broad incumbents

• Limeade: Limeade is an established employee experience and corporate wellness platform serving large enterprises with engagement surveys, well-being programs, and challenges. Moove competes for the same HR/wellness budget but Limeade operates a much broader portfolio rather than specializing in team fitness leagues.
• Virgin Pulse: Virgin Pulse is a large employee wellness and benefits engagement platform offering activity challenges, biometrics, and coaching. It overlaps with Moove's enterprise challenge functionality but targets large employers with full-suite deployments.

Emerging players

• Headspace for Business: Headspace for Work sells mindfulness, meditation, and well-being subscriptions to employers, with some activity-tracking features. It competes with Moove for HR mindfulness/wellness budget but focuses on meditation content rather than team-based competition.
• Calm Business: Calm Business provides mindfulness and mental wellness subscriptions for corporate clients. It overlaps with Moove's meditation/wellness activity coverage but is a content-led offering rather than a competitive team-fitness league platform.

Regional players

• Charity Miles: Charity Miles is a fitness app that turns movement into charitable donations and supports corporate wellness programs. It shares Moove's activity tracking and employer use case but differentiates on philanthropy rather than head-to-head league competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/moove_together

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Moove