Move Your Fit

What Move Your Fit does

Move Your Fit is a French direct-to-consumer fitness company founded in 2016 (registered entity S.A.S. MOVE YOUR FIT, headquartered in Rumilly, France) by former French Fitness Champions and state-certified coaches Jessica Mellet and Alexandre Mallier. It sells a portfolio of more than 15 structured at-home workout programs delivered through video streaming on its owned websites (moveyourfit.com, myf.fitness, programme.moveyourfit.com), anchored by the flagship T12S (Transformation en 12 Semaines) 12-week HIIT-based transformation program and supported by vertical-specific programs including VP4S (flat stomach), M6S/DM8S (muscle development), FB8S (glutes), RESHAPE 40+ (menopause), CARDIO MOVE/XTREM, MARCHE ACTIVE, BURN & DANCE, EASY BURN, START MOUVEMENT, POWER SCULPT, and Fitness Femme Enceinte (prenatal). The platform wraps each program in private Facebook coaching communities, a YouTube channel of 540,000+ subscribers and 70M+ views, a podcast, and two books published by Editions Larousse (January 2021).

The company's underlying technology is video-on-demand delivery of progressive HIIT/HICT workouts with dual-coach (beginner/advanced) demonstrations, hosted on member-access portals, with the MYF Training subscription tier ("Netflix du Fitness") aggregating 300+ videos across 12 disciplines. Move Your Fit monetizes primarily through one-time lifetime-access program purchases (T12S at €197, VP4S at €67, DM8S at €47–€97) layered with a low-priced recurring subscription (MYF Training at €5.90–€9.90/month), one-off book sales through retailers (Amazon, Fnac, Cultura), and adjacent wellness SKUs via the MYFTEA and PURPHYT sub-brands and BOLJOY subsidiary. The go-to-market is product-led, community-led, and direct-to-consumer, with no intermediaries, channel partners, or enterprise contracts; customer acquisition is driven by an organic YouTube funnel, French earned media (BFM TV, Europe 1, Ouest France, 20 Minutes, Sud Radio, Chérie FM), affiliate referrals, and testimonial-driven conversion. The company claims 100,000+ transformations through T12S, 300,000+ DVDs historically sold in France, and active coaching reach in 30+ countries, though it operates primarily in the French-speaking market, is privately held with no disclosed institutional investment, and has not publicly disclosed revenue.

Name

Move Your Fit

Legal name

S.A.S. MOVE YOUR FIT

Website

https://moveyourfit.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Move Your Fit is a French direct-to-consumer fitness company selling video-based at-home HIIT workout programs (T12S, VP4S, DM8S, MYF Training) with nutrition coaching and private Facebook communities, targeting French-speaking consumers seeking weight loss and life-stage-specific fitness.

Ownership category

akta.pro rank

Product category

Online Fitness Programs

NAICS

Fitness and Recreational Sports Centers (71394), Diet and Weight Reducing Centers (812191)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Weight Loss & Body Transformation Training (HSADAAAC), HIIT & Circuit Bootcamps (HSADABAA), General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• Online fitness programs
• High intensity training
• Digital workout programs
• Fitness coaching services
• Weight loss programs

Headquarters

HQ city

Sadirac

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Digital Fitness Programs: Subscription-style lifetime access to online fitness programs. Customers purchase individual programs (T12S, VP4S, etc.) with lifetime access. Programs include video workouts, nutrition guidance, and private community access.
2. Fitness Books: Published books (T12S Transformation en 12 Semaines, VP4S book) sold through retailers like Amazon, Fnac, Cultura. Book published by Larousse in January 2021.
3. MYF Training Platform: Monthly/annual subscription ($5.90-9.90/month) for access to 300+ workout videos across 12 disciplines. Netflix-style fitness platform renewed quarterly.
4. Fitness DVDs: Physical DVD fitness programs. Jessica Mellet sold over 300,000 fitness DVDs, making her the top seller in France.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Move Your Fit sells digital fitness programs built around ultra-short (~12-minute) high-intensity circuit training (HICT) workouts designed for home use without equipment. The company's flagship offerings include programs like T12S and VP4S that bundle video workouts, structured nutrition guidance without restrictive dieting, and lifetime access via private member communities. Products are sold directly through the company's website as downloadable digital content, accompanied by companion books authored by the founders.

Product overview

Move Your Fit operates as a comprehensive fitness and wellness platform offering multiple digital programs centered around at-home exercise and nutrition guidance. The core offering includes the flagship T12S (Transformation en 12 Semaines) 12-week body transformation program, which combines HIIT video workouts with healthy eating coaching and a private Facebook community. The product portfolio spans targeted programs including VP4S (flat stomach), M6S/DM8S (muscle development), FB8S (glute toning), RESHAPE 40+ (menopause support), CARDIO XTREM/MOVE, EASY BURN (low-impact), and specialty offerings like Fitness Femme Enceinte. Additional offerings include the subscription-based MYF TRAINING platform (over 300 videos across 12 disciplines), published books (T12S and VP4S by Larousse), a podcast distributed across major platforms, and complementary health brands MYFTEA (tea) and PURPHYT (phytotherapy supplements). All programs are delivered via video streaming with coach-led instruction and member-only access portals.

Differentiator

Problem solved

Functional benefit

Brands

• T12S: Transformation en 12 Semaines - flagship 12-week fitness transformation program combining HIIT workouts with healthy eating guidance
• VP4S
• MYF Training
• Fitness Femme Enceinte
• DM8S
• M6S
• FB8S
• Reshape 40+

Products and services

• T12S (Mes 12 Semaines Express) Program

Quantifiable outcome

• 100,000+ people transformed successfully through T12S program
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered major and minor.

• Editions LaroussemajorStrategic or Co-development Partner · 10 January 2021Larousse published the T12S book in January 2021. The 240-page book contains recipes, workout descriptions, and testimonials from the T12S program, symbolizing 17 years of coaching experience. This partnership enabled mass-market distribution through France's major book retailers.
• O2SWITCHminorOthersWeb hosting provider for moveyourfit.com. Listed in legal mentions with Siret 510 909 807 00032, SAS au capital de 100 000€.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Beachbody (BODi): Subscription-based at-home fitness programs with structured multi-week transformations (P90X, Insanity, 21 Day Fix). Closely mirrors Move Your Fit's model of selling named coach-led transformation programs with a community/layered subscription component.
• Freeletics: AI-driven bodyweight fitness app offering personalized HIIT and strength training programs. Comparable as a digital home-workout subscription with structured multi-week coaching, though more technology-driven and less community-led.
• SWEAT (Kayla Itsines): Women's-focused digital fitness and nutrition platform built around named trainer-led multi-week programs (BBG, PWR). Direct comparable due to women-centric transformation programs, app delivery, and integrated nutrition guidance.
• Fitness Blender: Free and paid online workout video platform offering structured home fitness programs. Directly comparable as a digital-first, video-based home workout brand targeting the same at-home fitness consumer with structured multi-week programs.

Broad incumbents

• Peloton: Premium connected fitness platform combining hardware and digital subscriptions with coach-led classes. Comparable as a video-class-based fitness subscription, though positioned at much higher price points and broader category scope.
• Nike Training Club: Global free fitness app from Nike offering guided workouts across multiple disciplines. Comparable as a video-based home workout brand, but with much larger marketing budget, celebrity trainers, and free pricing model.
• Les Mills On Demand: Digital library of Les Mills group fitness classes (BodyPump, HIIT, etc.) for at-home streaming. Comparable as a structured, video-based home workout subscription covering HIIT, strength, and conditioning categories that overlap with Move Your Fit's methodology.
• Apple Fitness+: Subscription fitness service from Apple offering guided workouts across multiple disciplines integrated with Apple Watch. Comparable as a premium, multi-discipline digital workout platform with celebrity trainers.

Regional players

• Domyos (Decathlon): Decathlon's fitness brand offering in-store classes, free apps (Domyos Coach), and at-home workout content targeting French-speaking consumers. Comparable as a France-based fitness content provider, though Decathlon's broader retail footprint gives it different distribution economics.

Emerging players

• HappyCoach (Aurélie Edmond): YouTube-driven French postpartum/Pilates coaching brand by Aurélie Edmond, who actually co-created the VP4S program with Move Your Fit. Comparable as a French-language women's fitness content creator and adjacent influencer-led program brand.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@MYFMoveyourfit
• Facebookfacebook.com/moveyourfit
• Instagraminstagram.com/myf_moveyourfit/?hl=fr
• Xx.com/zumbamyf
• LinkedInlinkedin.com/company/move-your-fit

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds

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 Move Your Fit