What imoves does

imoves is a UK-based educational technology company that provides subscription-based PE, dance, gymnastics, and active learning resources to primary schools. Founded in 2010 by Imogen Buxton Pickles, a former teacher and dance educator, the company operates from Sheffield and serves schools primarily in the United Kingdom and Ireland, with reach into at least seven additional countries through its free "imovement" community arm that engages over 70,000 educators and 350,000+ children per term. The platform delivers an AfPE-accredited curriculum aligned to the UK National Curriculum, comprising over 2,500 resources including child-facing demonstration videos, pre-planned lesson plans, assessment tools, CPD materials, and 250+ short "Active Blasts" movement break videos. The core technology is a cloud-based video streaming platform accessible via web browser on desktop and mobile devices, with built-in teacher professional development content and curriculum mapping tools.

The company's commercial model is primarily annual per-school subscription licensing, with tiered pricing differentiated by school type (infant, junior, primary) ranging from £147 to £997 per year. Product offerings are modular: Active Blasts for movement breaks, Primary PE (PE Plus) for accredited curriculum delivery, plus add-on modules covering Dance (60+ styles), Gymnastics, Wellbeing, SEND, MAT-specific packages, and Enrichment. A 28-day free trial with no credit card requirement supports a self-serve product-led growth motion, supplemented by founder-led sales demos and an equipment partnership with Davies Sports that embeds imoves into PE procurement workflows. Secondary revenue comes from advertising partnerships with brands reaching the teacher audience via the imovement newsletter, social media, and campaign sponsorships.

imoves active education Ltd is a privately held UK private limited company (registration 07234665) with no disclosed institutional investment, owned by three individuals: Imogen Pickles, Ian Pickles, and David Laycock. The company operates with a small team of 1-10 employees and has accumulated industry recognition including the HundrED Global Collection 2024, BETT awards, and EdTech Top 50 (2025). Strategic positioning centers on being the go-to Ofsted-friendly, AfPE-accredited resource for non-specialist primary school teachers, addressing chronic shortages of specialist PE teachers and the UK policy requirement for 30 active minutes per school day.

Name

imoves

Legal name

imoves active education ltd

Website

https://imoves.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

imoves is a UK EdTech subscription platform delivering AfPE-accredited PE, dance, gymnastics, and active learning resources to primary schools. Founded in 2010 and based in Sheffield, it serves thousands of UK schools via annual per-school subscriptions reaching 70,000+ educators.

Ownership category

akta.pro rank

Product category

Primary Education PE Platform

NAICS

Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Curriculum, Lesson Planning & Instructional Content Platforms (EDAJAMAD)

akta.pro secondary industry

Core Digital Curriculum & Courseware (Full Programs & Units) (EDAFACAA)

Keywords

• Physical education platform
• Primary school resources
• Active learning videos
• Classroom movement breaks
• PE curriculum software

Headquarters

HQ city

Sheffield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. School Annual Subscriptions: Annual school membership licenses with tiered pricing based on school type (infant, junior, primary). Includes whole-school access for all teachers. Automatic annual renewal with invoice sent one month before expiry.
2. Advertising and Brand Partnerships: Revenue from advertising partnerships with brands reaching teachers, children and families through the imovement newsletter, email banners, social media, and campaign sponsorships.
3. Individual Teacher Licenses: Individual teacher membership licenses for personal use with specific year group or all year groups, sold as separate product licenses.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

imoves provides an all-in-one cloud-based PE and active learning platform for UK primary schools, delivering an AfPE-accredited physical education curriculum alongside 250+ short follow-along movement videos (Active Blasts) for classroom brain breaks. The platform bundles lesson plans, child-facing demonstration videos, assessment tools, and integrated CPD resources to enable non-specialist teachers to confidently deliver high-quality PE, dance, gymnastics, Pilates, and wellbeing activities across EYFS, KS1 and KS2.

Product overview

imoves is an all-in-one PE and active learning platform for primary schools, offering a modular product portfolio. The core offerings include Primary PE (AfPE-accredited curriculum with i-units for holistic development) and Active Blasts (250+ classroom movement videos). These are bundled together through Active Schools (2,500+ resources) or combined with curriculum-linked Active Lessons in the Active 30 package. Additional modules include Primary Dance (60+ dance styles), Primary Gymnastics (12-week programme), Primary Wellbeing, SEND Solutions, and Active Adventure Club for afterschool activities. The platform is supported by CPD training, PE Premium guidance resources, a Knowledge Hub, and a Resource Hub. Subscriptions are priced per school type (infant, junior, primary) with a 30% small school discount available.

Differentiator

Problem solved

Functional benefit

Brands

• Active Blasts: 250+ quick movement break videos for classroom brain breaks and refocusing.
• PE Plus
• Active 30
• Active Schools
• Primary Dance
• Primary Gymnastics
• Primary Wellbeing
• Active Adventure Club
• The imovement

Products and services

• Primary PE (PE Plus) AfPE-accredited PE curriculum programme for primary schools featuring progressive lesson plans, child-facing demonstration videos, slideshows, knowledge organisers, flashcards, and assessment tools covering Dance, Gymnastics, Games, Pilates, and OAA for ages 4-11.
• Active Blasts Library of 250+ short follow-along movement videos (2-10 minutes) for classroom brain breaks, fitness activities, dance, yoga, combat, cheerleading, and wellbeing exercises for KS1 and KS2.
• Active 30 Bundle combining Active Blasts with active lessons covering Maths, Literacy, and Humanities, enabling schools to meet the 30-minute daily activity target through curriculum-linked movement activities.
• Active Schools Comprehensive subscription package offering access to 2,500+ resources covering the entire PE curriculum, Active 30, Mental Wellbeing, and more, providing savings of up to £1,192 compared to individual packages.
• Primary Dance Dance programme featuring over 60 modern dance styles and topics with lesson plans, demonstration videos, music, and extensive cross-curricular links for EYFS through KS2.
• Primary Gymnastics 12-week gymnastics programme with easy-to-follow lesson plans, demonstration videos, music, and supporting resources covering rolling, travelling, balancing, and vaulting activities.
• Primary Wellbeing Mental Health and Wellbeing programme offering structured activities for emotional, social, and physical development across all year groups in primary schools.
• Active Adventure Club Afterschool activity club programme designed for KS1, featuring movement and adventure activities for lunch time and afterschool clubs.
• SEND Solutions Resources and support designed for Special Educational Needs and Disabilities, enabling inclusive physical activity across the school day.
• MAT's (Multi-Academy Trust Solution) Specialised resources and support for Multi-Academy Trusts, enabling consistent PE and active learning delivery across multiple schools within a MAT.
• Enrichment Extended learning resources for enrichment activities beyond standard PE and movement breaks.
• CPD Workshops Continuing Professional Development for teachers including online training videos, coaching calls, weekly clinics with the founder, and face-to-face CPD options to develop staff confidence in delivering active lessons.

Quantifiable outcome

• 3 minutes of activity every 90 minutes can boost concentration by up to 15 minutes
• +3 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Davies SportscoreOthersDavies Sports is a leading supplier of PE and sports equipment in the UK and internationally, part of the Findel family of brands. They provide fit-for-purpose equipment tested and approved for schools. imoves customers receive 20% off products when quoting SHOPIMOVES until 31 December 2026. The partnership supports the complete PE ecosystem for schools.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OPEN Phys Ed: OPEN Phys Ed provides online PE curriculum resources for elementary schools, including video-led lesson plans and teacher professional development. It is a direct peer in the structured PE-curriculum-as-subscription model for primary schools.
• TeachPE: TeachPE provides free and paid PE lesson plans, activity ideas, and resources aimed at primary teachers. It is a peer in the lesson-planning-for-PE niche, though it relies more on text-based plans and lacks imoves' video demonstration depth.
• PLT4M: PLT4M is a US-based PE curriculum and lesson-planning platform serving K-12 schools with online video-based resources. It overlaps with imoves on the curriculum-aligned, video-driven PE delivery model and targets similar pain points around non-specialist PE teachers.
• GoNoodle: GoNoodle (now owned by Houghton Mifflin Harcourt) is the closest direct competitor, offering movement break videos for primary classrooms. Both platforms occupy the 'classroom energiser / active break' niche for primary schools with subscription content libraries and teacher-led delivery.
• Cosmic Kids: Cosmic Kids offers yoga, mindfulness and movement videos for primary-age children used widely in UK schools. It overlaps with imoves on movement-break video content and primary school delivery, though it focuses on yoga/mindfulness rather than full PE curriculum.

Regional players

• Premier Education: Premier Education provides primary school PE services including curriculum delivery, specialist PE teacher supply, and after-school clubs across the UK. It overlaps with imoves' mission to deliver PE in primary schools, though via in-person services rather than digital subscriptions.

Emerging players

• Sworkit: Sworkit offers video-led movement and fitness content used in some K-12 settings, with a focus on individualised workouts and movement breaks. It is comparable as a movement-video library with school adoption, but lacks imoves' teacher-CPD and curriculum-mapping depth.

Broad incumbents

• Twinkl: Twinkl is the UK's dominant K-12 teaching resource marketplace and subscription platform, covering PE among thousands of other subjects. It competes with imoves via bundled PE resources and whole-school subscription pricing models.
• BBC Teach: BBC Teach is a free, publicly-funded resource hub providing curriculum-linked videos and lesson plans across all subjects including PE. It competes with imoves at the free-content end and is a frequent substitute for schools with tight budgets.

Others

• Findel / Davies Sports: Davies Sports (part of Findel) is imoves' official equipment partner and a leading UK PE equipment supplier to schools. While not a curriculum peer, it is highly comparable as an adjacent ecosystem player in UK primary PE purchasing decisions and distribution.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/imovesactive
• YouTubeyoutube.com/channel/UCUHiB9PUVoArrUfAsZtLXTg
• Facebookfacebook.com/imovesactive
• LinkedInlinkedin.com/company/imovesdanceuk-ltd
• Instagraminstagram.com/imoves_com

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 imoves