What Move it or Lose it does

Move it or Lose it Ltd is a UK-based private fitness company operating from Blymhill, Shifnal (Shropshire), with a registered Birmingham city presence, that develops and distributes exercise programmes and products targeted at older adults. Its core offering centres on the FABS (Functional Aerobic Balance and Strength) methodology — evidence-based, chair- and standing-based routines co-developed with the University of Birmingham's Centre for Healthy Ageing Research and validated through NHS commissioning. Programmes span seated and standing exercises designed to improve strength, balance, flexibility, and aerobic health without floorwork, addressing fall risk, declining mobility, and social isolation among seniors.

The business operates a dual GTM motion. On the supply side, the company recruits, trains and licences fitness instructors through the FABS Training Programme (£520–£619.98) and FABS Fast Track Training (£345–£444.98), supported by a recurring £24/month instructor licence, mandatory six-month commitment, and a continuing professional development catalogue (practical CPD days £100–£145 and eLearning modules £22–£32.50). On the demand side, it sells directly to consumers via the moveitorloseit.co.uk e-commerce storefront — offering DVDs (£11.99–£19.99), resistance equipment, branded clothing, tea towels, and gift vouchers — and via the Move it or Lose it Club online subscription at £4.99/month, which provides video exercise content and a community layer.

Revenue is diversified across eight streams: instructor training, online subscription, DVD and digital rentals, equipment sales, instructor licensing, CPD courses, merchandise, and gift vouchers. The company reaches over 25,000 people weekly through classes, and is supported by partnerships with the NHS, NHS University Hospital Birmingham, the University of Birmingham, CIMSPA, Sport England (This Girl Can), the Royal Voluntary Service Virtual Village Hall, and UK Active. Sport England, the National Lottery, and EMDUK have provided grant funding for the online club platform. Core intangible assets comprise the registered "Move it or Lose it®" and "FABS®" trademarks and an accumulated content library developed over 15 years.

Name

Move it or Lose it

Legal name

Move it or Lose it Ltd

Website

https://moveitorloseit.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Move it or Lose it is a UK fitness company that develops evidence-based exercise programmes and instructor training (FABS) for older adults, monetising through instructor training and licensing, an online subscription club, DVDs, equipment, and merchandise, while partnering with the NHS and the University of Birmingham.

Ownership category

akta.pro rank

Product category

Senior Fitness Services

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Senior & Active Aging Personal Training (HSADAAAI)

akta.pro secondary industries

Healthy Aging & Longevity Lifestyle Coaching (HSADAGAK), Fitness & Exercise Training Education (Strength, Cardio, Mobility) (EDAAAHAB), Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• Senior fitness programmes
• Older adult exercise
• Active ageing
• Instructor training courses
• Care home fitness

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Instructor Training Programmes: Revenue from training fitness professionals through the FABS Training Programme (full course at £520-£619.98) and FABS Fast Track Training for existing fitness professionals (£345-£444.98). Includes initial six-month instructor licence commitment.
2. Online Membership Subscription: Monthly subscription to the Move it or Lose it Club at £4.99 per month providing access to exercise videos, weekly activities, and social community. Cancel anytime.
3. Fitness DVDs and Digital Rentals: Physical DVDs and online rentals of exercise routines including Routine 1, Routine 2, Routine 3, Fit & Fabulous for Life, and Put Pep in Your Step. Individual DVDs from £11.99-£19.99, rentals from £6.99-£12.99.
4. Fitness Equipment Sales: Sales of exercise equipment including resistance bands (£6.50-£7.99), exercise balls (£9.99), dumbbells (£9.99), wobble cushions (£17.95-£87.50), and class equipment packs (£17.99-£29.99).
5. Instructor Licensing: Monthly licence fee of £24 per month for instructors to use the Move it or Lose it and FABS branding and deliver branded classes.
6. CPD Courses: Continuing professional development courses for instructors including Practical CPD days (£100-£145) and eLearning courses (£22-£32.50) on topics like dementia awareness, nutrition, and care certificate standards.
7. Merchandise: Branded clothing including T-shirts (£12.50-£14.50), v-neck T-shirts (£12.50), long-sleeve T-shirts (£15.50), and novelty items like the Cuppa Routine Tea Towel (£12.50) and Exercise Snacks Tea Towel (£12.50).
8. Gift Vouchers: Gift vouchers available in £10, £25, £50, and £100 denominations, valid for 12 months from send date, redeemable across all products, training, and events.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Move it or Lose it designs and delivers exercise programmes for older adults using its proprietary FABS (Flexibility, Aerobic, Balance, Strength) training methodology. It sells instructor training, CPD courses, and licensing to fitness professionals and care organisations, while also selling fitness DVDs, CDs, exercise equipment, branded merchandise, gift vouchers, and a subscription Online Club directly to older-adult consumers and their families.

Product overview

Move it or Lose it is a UK-based fitness company specializing in exercise programmes for older adults. The product portfolio consists of instructor training programmes (FABS Training and FABS Fast Track), continuing professional development (practical CPD days and eLearning courses), fitness content (DVDs, CDs, online memberships), and branded merchandise and equipment. The core offering is the FABS Training Programme for becoming a licensed instructor, supported by practical CPD workshops and eLearning modules. Consumer products include fitness DVDs, online exercise memberships (£4.99/month), resistance equipment, and apparel. All products serve the company's mission of helping older adults improve strength, balance, and flexibility without floorwork.

Differentiator

Problem solved

Functional benefit

Brands

• FABS: FABS (Functional Aerobic Balance and Strength) is the company's proprietary training programme for fitness instructors specializing in exercise for older adults.
• Move it or Lose it Online Club
• Get Up and Go

Products and services

• FABS Training Programme A structured instructor training programme built on the proprietary FABS (Flexibility, Aerobic, Balance, Strength) methodology, designed to qualify fitness professionals to deliver safe exercise classes for older adults.
• FABS Fast Track Training

Quantifiable outcome

• Scientifically proven to improve strength leading to better balance to reduce falls risk
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core, major and secondary.

• NHScoreStrategic or Co-development PartnerMove it or Lose it supports the NHS #ReconditionTheNation campaign by providing Get Up and Go exercises designed to be done from a bed or chair to help people get up, get dressed and get moving, supporting functional mobility and independence.
• NHS University Hospital BirminghamcoreStrategic or Co-development PartnerThe NHS University Hospital Birmingham commissioned Move it or Lose it to bring the Put Pep in Your Step exercise programme to older adults. The programme was developed by scientists and experts at the Centre for Healthy Ageing Research.
• University of Birmingham Centre for Healthy Ageing ResearchcoreStrategic or Co-development PartnerAcademic partnership for evidence-based programme development. Professor Janet Lord, Director of the Centre for Healthy Ageing Research, endorses the exercise programmes as scientifically proven to improve physical function in older adults.
• EMDUKmajorGTM or Marketing PartnerEMDUK (Education and Media Development UK) provided funding and support for the Move it or Lose it Club online platform, helping expand access to online exercise classes for seniors.
• Chartered Institute for the Management of Sport and Physical Activity (CIMSPA)coreStrategic or Co-development PartnerCIMSPA serves as the awarding body for Move it or Lose it's training services and issues CPD points to their members. This partnership validates the professional quality of the instructor training programme.
• Virtual Village Hall (Royal Voluntary Service)secondaryChannel Partner/ Reseller/ DistributorExercise classes are featured on the Virtual Village Hall platform run by Royal Voluntary Service, providing another channel for older adults to access Move it or Lose it programmes.
• UK ActivesecondaryOthersMove it or Lose it is a member of UK Active, the leading not-for-profit health body for the UK physical activity sector, demonstrating commitment to industry standards and best practices.
• This Girl Can (Sport England)secondaryGTM or Marketing PartnerPartnership with Sport England's This Girl Can campaign, which encourages women and girls of all ages to get active, helping extend reach to this demographic.

Scale indicators4 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Later Life Training: UK-based specialist training organisation that delivers exercise qualifications for instructors working with older adults and people with long-term conditions. Direct competitor to Move it or Lose it's FABS Training Programme, targeting the same instructor customers and grounded in the same falls-prevention evidence base.
• SilverSneakers: US-focused senior fitness brand that partners with health plans to give older adults gym and class access, including instructor-led programmes. Comparable business model — branded content, licensed instructors, and health-plan/NHS-style payer relationships — though operating primarily in the US.
• EXTEND Exercise: UK charity offering structured exercise-to-music classes for older adults, with a licensed instructor network and home-based resources. Operates an almost identical franchised instructor model aimed at the same 60+ demographic with seated/movement options.

Emerging players

• Good Boost: UK digital health startup providing aquatherapy and adaptive exercise programmes for older adults and people with musculoskeletal conditions. Overlaps with Move it or Lose it on evidence-based senior rehabilitation and digital delivery, but focuses on water-based and condition-led programmes.
• Otago Exercise Programme: Evidence-based falls-prevention home exercise programme developed in New Zealand and adopted by the NHS and public-health systems. Overlaps with Move it or Lose it's Better Balance and Get Up and Go content as a competing falls-prevention framework delivered via trained professionals.

Broad incumbents

• Les Mills UK: Global fitness content brand (BODYVIVE, Silver classes) with a UK licensed-instructor footprint delivering group exercise including programmes for older adults. Comparable in licensing content to qualified instructors and providing branded senior-focused classes, but is a broad multi-demographic incumbent.
• Better (GLL): UK not-for-profit social enterprise operating public leisure facilities under the Better brand, including senior fitness and falls-prevention classes. Direct competitor for the same community-locality older-adult classes and care-home delivery opportunities, but as part of a national leisure network.
• Nuffield Health: Large UK private healthcare and fitness operator running health clubs, hospitals, and community programmes including senior-specific class offerings. Comparable in delivering instructor-led older-adult exercise, but as part of a much broader commercial fitness and clinical portfolio.
• Age UK: National UK charity providing a wide range of services and information for older adults, including exercise and falls-prevention activity. A much broader organisation, but its exercise and wellbeing content intersects with Move it or Lose it's older-adult fitness offerings.
• Everyone Active: Major UK leisure-centre operator managing public-sector fitness facilities with programmes for older adults. Competes for the same community-based older-adult class participants and care-home contract opportunities, but operates a broad multi-demographic leisure model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/moveitorloseit1
• Facebookfacebook.com/MoveItOrLoseIt1
• LinkedInlinkedin.com/company/move-it-or-lose-it-

Revenue estimate

Valuation estimate

Number of profiles

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 it or Lose it