EMD UK
- Company typePrivate
- Founded2006
- HeadquartersHorsham, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
EMD UK firmographics
Firmographics- Name
- EMD UK
- Legal name
- The Exercise movement and Dance Partnership Ltd
- Website
- https://emduk.org
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
EMD UK industry classification
Industry- Product category
- Group exercise instructor membership services
- NAICS
- Educational Support Services (61171), Professional and Management Development Training (61143)
- SIC
- Services-Membership Organizations (8600), Services-Educational Services (8200)
- akta.pro primary industry
- Professional Certification & Training Content Publishing (Exam Prep, CE/CPD) (MPAJACAL)
Keywords
Where EMD UK is headquartered
LocationHeadquarters
- HQ city
- Horsham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
EMD UK business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- Membership Subscriptions: EMD UK generates revenue primarily through tiered membership subscriptions. The organization offers four membership tiers: Community (free), Pro (£30/year), Pro Enhanced (£51-71/year depending on type), and Student (£55/year). Members receive varying levels of benefits including professional recognition, insurance, resources, and discounts.
- Supplier Partnership Fees: Training providers and equipment suppliers pay £499 per year to become supplier partners, gaining access to EMD UK's marketplace exposure to over 16,000 members, digital badges, marketing opportunities, and workforce membership discounts.
- CPD Partner Recognition: Training organizations pay for CPD recognition status with EMD UK, gaining quality assurance, credibility badges, and enhanced marketability through the EMD UK brand association.
- DBS Check Services: EMD UK facilitates DBS (Disclosure and Barring Service) checks for instructors, charging £75 for members and £90 for non-members for Enhanced checks, with additional fees for Basic and Standard checks.
- PPL Credits Administration: EMD UK provides discounted PPL (music licensing) credits to members at £2.56 per class credit, acting as an intermediary for music licensing in group exercise settings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Community Membership - Free tier for new instructors |
| Subscription | Annual | Pro Membership - Professional recognition package |
| Subscription | Annual | Pro Enhanced Group Exercise - Insurance + full benefits |
| Subscription | Annual | Pro Enhanced PT & Specialist - For personal trainers |
| Subscription | Annual | Pro Enhanced Associate - For qualified dance teachers |
| Subscription | Annual | Student Membership - For trainee instructors |
| Subscription | Annual | Supplier Partner Membership |
| Unit Pricing | Pay-as-you-go | Enhanced DBS Check - Members |
| Unit Pricing | Pay-as-you-go | Enhanced DBS Check - Non-members |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
EMD UK product offering
Product offeringCore offering
EMD UK operates the national membership platform for group exercise instructors in the UK, delivering tiered individual memberships (Community, Pro, Pro Enhanced variants for Group Exercise, PT & Specialist, Associate, and Student) that bundle official professional recognition, Howden-arranged liability and professional indemnity insurance, discounted PPL music licensing credits, a 400+ item instructor resource hub, DBS check facilitation, safeguarded CPD funding, and a closed community of 19,000+ instructors. The B2B layer adds Supplier Partner (marketplace exposure for £499/year), CPD Partner recognition, and Workforce/Studio Partner volume programmes.
Product overview
EMD UK is the National Governing Body for Group Exercise in the UK, operating a tiered membership platform with three core tiers (Community, Pro, and Pro Enhanced) and four Pro Enhanced variants (Group Exercise, PT & Specialist, Associate, and Student). The core offering is built on the Sport:80 membership platform and Kajabi-hosted Instructor Resource Hub, which together deliver professional recognition, insurance coverage (via Howden Insurance), over 400 instructor resources, discounted PPL music licensing credits, funded CPD, safeguarding support, and partner marketplace discounts to over 19,000 group exercise instructors. The portfolio also includes supplementary products such as Reach Up (female participation initiative), KFA Teacher Training, Safeguarding Training, the Podcast Beyond the Studio, Enhanced DBS Check facilitation, Studio Health Check tools, Group Exercise Scopes of Practice frameworks, and research publications including the Social Value Report.
Differentiator
Problem solved
Functional benefit
Products and services
- Community Membership Free introductory membership tier for new and trainee group exercise instructors, providing access to essential instructing resources, the community Facebook group, partner discounts, the EMD UK monthly newsletter, Par-Q templates, risk assessments, safeguarding resources, health and safety information, and limited class content ideas.
- Pro Membership Professional recognition membership at £30 per year for qualified group exercise instructors, including certificate of professional recognition, discounted PPL credits at £2.56/class, access to the full instructor resource library (wellness resources, class content inspiration, business support, member-exclusive content), priority booking for events, and closed Facebook group access.
- Pro Enhanced Group Exercise Membership Insurance-inclusive membership at £51 per year, requiring a minimum Level 2 CIMSPA accredited fitness qualification. Bundles £15m public/product liability, £10m professional indemnity, £2.5k personal property cover, accident cover, online class cover, outdoor class cover, professional recognition, and all Pro tier benefits including the Individual Assistance Programme, Howden benefits platform, and legal/tax/health & safety advice.
- Pro Enhanced PT & Specialist Membership Insurance-inclusive membership at £66 per year for CIMSPA accredited Level 3 Personal Trainers and Level 3/4 Specialists (cardiac rehab, sports massage, pre/post-natal, fitness for older adults). Includes full Pro Enhanced benefits and covers all qualified group exercise activities.
- Pro Enhanced Associate Membership Insurance-inclusive membership at £71 per year for qualified dance teachers or brand certification holders (e.g., Zumba, Fitsteps, FABS Move it or Lose it) without formal fitness qualifications. Includes all Pro Enhanced benefits except professional recognition.
- Pro Enhanced Student Membership Insurance-inclusive membership at £55 per year for trainee instructors working toward Level 2 Exercise to Music or Level 3 Pilates/yoga qualifications. Provides cover to practice teach while training; no professional recognition is included until full qualification is achieved.
- Supplier Partner Membership Annual B2B partnership at £499 per year (50% discount for charities/CICs) giving fitness equipment, supplement, training, music and professional service companies exposure in the EMD UK marketplace to over 16,000 instructor members, supplier partner digital badges, marketing opportunities, and workforce membership discounts.
- EMD UK Instructor Resource Hub Online learning platform hosted on Kajabi/LearnWorlds providing over 400 videos, webinars, class content inspiration, business support materials, instructor wellness resources, and on-demand content from past EMD UK events; accessible to all membership tiers.
- Enhanced DBS Check Service DBS Umbrella Body service facilitating Enhanced, Standard, Basic, and volunteer Disclosure and Barring Service checks for self-employed and personal workers, charging £75 per Enhanced check for EMD UK members and £90 for non-members.
- Size Inclusivity in Fitness Course with Louise Green Six-part on-demand CPD video course on size inclusivity in fitness, covering biomechanical adjustments, inclusive programming, and practical skills for instructors serving diverse body types, available to EMD UK Pro Membership holders.
Quantifiable outcome
- £5.3bn social impact generated by group exercise sector in the UK
- +3 more outcomes
Companies that use EMD UK
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles3 records
EMD UK technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
EMD UK partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, key and supporting.
- Sport EnglandcoreSport England is the primary funder of EMD UK, providing core operational funding. This partnership enables EMD UK to keep membership costs low for instructors. EMD UK is governed by an independent board while working within Sport England's strategic framework for physical activity.
- Howden InsurancecoreHowden Insurance provides the insurance products included in EMD UK Pro Enhanced membership, including £15m public/product liability, £10m professional indemnity, £2.5k personal property cover, accident cover, and access to Howden's benefits platform. Insurance is specifically designed for group exercise instructors.
- Sport:80coreSport:80 powers the EMD UK membership management platform, providing member administration, digital membership cards, subscription management, automatic renewals, and PPL credit purchasing functionality. Platform is optimized for all devices and integrates with Apple/Google Wallets.
- Les MillskeyLes Mills is featured as a supplier partner on EMD UK's partner marketplace, offering exclusive discounts to EMD UK members on their group exercise programmes and training certifications.
- KajabisupportingKajabi platform powers the EMD UK Instructor Resource Hub, hosting over 400 exclusive resources, training materials, wellness content, and member-exclusive content. Used for course delivery and member education.
- PPL (Phonographic Performance Limited)keyPPL provides music licensing services enabling EMD UK to offer discounted PPL credits to members at £2.56 per class credit. This partnership helps instructors comply with music licensing requirements for public fitness classes.
- CIMSPA (Chartered Institute for the Management of Sport and Physical Activity)keyEMD UK membership qualifications align with CIMSPA accredited fitness qualifications. Level 2 and Level 3 CIMSPA certifications are prerequisites for various membership tiers, ensuring industry-standard professional recognition.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
EMD UK competitors and assessment
Company assessmentDirect peers
- Future Fit Training: UK fitness training provider delivering personal training and group exercise qualifications. Future Fit operates as a training partner that recommends EMD UK membership to its graduates, while also competing for the same instructor recognition space.
- ukactive: UK trade association for the fitness and physical activity sector, representing operators, suppliers, and instructors. ukactive serves a comparable membership-based function for the fitness industry in the UK, providing advocacy, standards, and member services similar to EMD UK's role for group exercise.
- YMCA Awards: UK awarding body for fitness, leisure, and wellbeing qualifications. YMCA Awards (formerly YMCA Fit) provides instructor certifications in the same disciplines EMD UK covers, competing for recognition and CPD market share.
- CIMSPA: Chartered Institute for the Management of Sport and Physical Activity is the UK professional development body for sport and physical activity sectors. EMD UK aligns its membership tiers with CIMSPA accredited qualifications and operates in the same UK sport/fitness professional recognition space.
- Active IQ: UK awarding organization offering Ofqual-regulated fitness qualifications and CPD. Active IQ competes with EMD UK in providing professional recognition and CPD pathways for fitness instructors, operating in the same UK market segment.
Broad incumbents
- National Academy of Sports Medicine (NASM): Globally recognized personal training and fitness certification provider offering credentials for personal trainers, group exercise instructors, and specialists. NASM operates at much larger scale and international scope but competes in adjacent instructor certification markets.
- American College of Sports Medicine (ACSM): US-based professional organization offering certifications, continuing education, and publications for sports medicine and exercise science professionals. ACSM operates at significantly larger scale and broader scope than EMD UK but serves a comparable professional recognition function.
- Les Mills International: Global fitness programming company offering group exercise content (BODYPUMP, BODYCOMBAT, etc.) and instructor certification. Les Mills operates as both a supplier partner to EMD UK and a competitor in the broader group exercise instructor training market.
Regional players
- Fitness Australia: National peak body and registering authority for fitness professionals in Australia. Fitness Australia serves an analogous function to EMD UK for the Australian market, providing instructor registration, insurance access, and professional recognition.
- REPs (Register of Exercise Professionals) NZ: New Zealand register for exercise professionals providing registration, CPD tracking, and professional recognition. REPs NZ operates a comparable instructor registration model to EMD UK in a different geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
EMD UK social profiles
Digital presenceEMD UK compliance and trust
Trust signalCompliance2 records
EMD UK financial estimates
Financial estimateRevenue estimate
Valuation estimate
EMD UK leadership team
Management profileNumber of profiles
Profiles1 record
EMD UK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EMD UK M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EMD UK
What does EMD UK do?
EMD UK operates the national membership platform for group exercise instructors in the UK, delivering tiered individual memberships (Community, Pro, Pro Enhanced variants for Group Exercise, PT & Specialist, Associate, and Student) that bundle official professional recognition, Howden-arranged liability and professional indemnity insurance, discounted PPL music licensing credits, a 400+ item instructor resource hub, DBS check facilitation, safeguarded CPD funding, and a closed community of 19,000+ instructors. The B2B layer adds Supplier Partner (marketplace exposure for £499/year), CPD Partner recognition, and Workforce/Studio Partner volume programmes.
Is EMD UK a public or private company?
EMD UK is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was EMD UK founded?
EMD UK was founded in 2006. It employs 11 to 50 people.
Where is EMD UK based?
EMD UK is headquartered in Horsham, United Kingdom, in the Europe region.
How does EMD UK make money?
Five revenue lines are on record. Membership Subscriptions are the primary driver. The others are supplier Partnership Fees, CPD Partner Recognition, DBS Check Services and PPL Credits Administration.
Who are EMD UK's main competitors?
Direct peers on record are Future Fit Training, ukactive, YMCA Awards, CIMSPA and Active IQ. Broad incumbents are National Academy of Sports Medicine (NASM), American College of Sports Medicine (ACSM) and Les Mills International. Regional players are Fitness Australia and REPs (Register of Exercise Professionals) NZ.
Does EMD UK have an API?
No public API is recorded for EMD UK.
What industry is EMD UK in?
EMD UK's product category is Group exercise instructor membership services. Its primary akta.pro industry code is MPAJACAL, Professional Certification & Training Content Publishing (Exam Prep, CE/CPD). Its NAICS code is 61171 and its SIC code is 8600.