Move With Us
Move With Us is a Burleigh, Australia-based women's online fitness platform offering 25+ training programs, dietitian-created meal guides, and 1,500+ recipes via a subscription mobile app, targeting individual women globally with a community-led direct-to-consumer model.
- Company typePrivate
- Founded2017
- HeadquartersBurleigh, Australia
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Move With Us does
Move With Us is a Burleigh, Australia-based women's online fitness platform founded in 2017 by Rachel Dillon. The company delivers app-based fitness programs, nutrition plans, and workout content through a mobile-first product distributed via iOS and Android apps and a Shopify-powered e-commerce website (movewithus.com / movewithus.com.au), with dedicated regional storefronts for Australia and USA/International markets. The product portfolio spans 25+ structured training programs across strength, HIIT, Pilates, running, and life-stage verticals (Pregnancy, Post-Partum, Busy Mums), 100+ on-demand workout videos, customisable dietitian-created meal guides, and a library of 1,500+ macro-friendly recipes. The underlying technology is a consumer mobile app with integrated workout planning, nutrition tracking, hydration/macro logging, progress photo storage, and recipe filtering; it integrates with Apple Pay, Google Pay, PayPal, Shop Pay, and the Apple/Google in-app subscription rails, with Afterpay (AU/NZ) and Sezzle (CA/US) for single-program installment purchases.
The business model is direct-to-consumer subscription: a Platinum Membership at $149.99/year or $18.99/month (auto-renewing) provides full access to all programs, challenges, meal guides, recipes, and tracking features, with a 7-day free trial as the primary acquisition funnel. Single programs are also sold as one-time purchases with duration-limited access. Distribution is exclusively digital (mobile app, website, app stores), with a community-led growth motion anchored by a 95,000+-member Facebook forum, an ambassador program, organic social (@movewithus on Instagram), and earned media in Women's Health, Daily Mail, Yahoo, Body and Soul, and NEWS.com.au. The company is bootstrapped with no disclosed venture capital or private equity funding and a headcount of 11-50, operating multiple product launches per year (eight+ in 2025-2026) and seasonal challenges like the Bikini Booty Shred Challenge to drive engagement and retention.
Move With Us firmographics
Firmographics- Name
- Move With Us
- Legal name
- Move With Us
- Website
- https://movewithus.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Move With Us is a Burleigh, Australia-based women's online fitness platform offering 25+ training programs, dietitian-created meal guides, and 1,500+ recipes via a subscription mobile app, targeting individual women globally with a community-led direct-to-consumer model.
- Ownership category
- akta.pro rank
Move With Us industry classification
Industry- Product category
- Online Fitness Platform
- NAICS
- Fitness and Recreational Sports Centers (713940), Diet and Weight Reducing Centers (812191)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- General Personal Training (In-Person & Virtual) (HSADAAAA)
- akta.pro secondary industry
- Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)
Keywords
Where Move With Us is headquartered
LocationHeadquarters
- HQ city
- Burleigh
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Move With Us business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Platinum Membership - Annual: Annual subscription providing full access to all programs, challenges, meal guides, recipes, and tracking features. Auto-renews yearly with no additional charges after upfront payment.
- Platinum Membership - Monthly: Month-to-month subscription with auto-renewal. Same benefits as annual but billed monthly, offering flexibility for users not ready for annual commitment.
- Single Program Purchase: One-time purchase for access to a single program for its duration (e.g., 6-12 weeks) plus 2 additional weeks. Access limited to that specific program and level only.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual Platinum Membership - Full access to all 25+ programs, 150+ on-demand workouts, meal guides, 1,500+ recipes, and all challenges. |
| Subscription | Monthly | Monthly Platinum Membership - Same full access as annual, billed month-to-month. |
| One time/ perpetual license | Pay-as-you-go | Single Program Purchase - Access to one specific program for its duration plus 2 weeks. |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Move With Us product offering
Product offeringCore offering
Move With Us delivers app-based fitness programs, nutrition plans, and workout content for women across various fitness levels. Its core offering is the Platinum Membership subscription providing unlimited access to 25+ structured workout programs (home and gym), customisable dietitian-created meal guides, a 1,500+ recipe library, 100+ on-demand Pilates/Yoga/Running/Mobility videos, and in-app progress tracking, supported by a 95,000+ member online community.
Product overview
Move With Us is a women's online fitness platform offering a comprehensive ecosystem of 25+ structured workout programs, nutrition tools, and community features through its MWU mobile app. The core offering is the Platinum Membership subscription providing unlimited access to all programs and features. The product portfolio includes strength training programs (Strong, Compete, Build a Booty), cardio/running programs (Half Marathon, Hybrid), Pilates and yoga offerings (Pilates, Booty & Abs Pilates), specialized programs for life stages (Pregnancy, Post-Partum, Busy Mums), event-focused programs (Event Ready, 10 Minutes to Toned Arms), and seasonal challenges (Bikini Booty Shred Challenge). Nutrition features include customisable Meal Guides created by dietitians and a library of 1500+ recipes. All programs are delivered through the MWU App available on iOS and Android, with options for home and gym workouts.
Differentiator
Problem solved
Functional benefit
Products and services
- Platinum Membership All-inclusive subscription providing unlimited access to 25+ training programs across all levels, challenges, 150+ on-demand workouts, customisable meal guides, 1,500+ recipes, and comprehensive tracking features including macros, steps, sleep, and water intake. Sold direct-to-consumer through the MWU App and website.
- MWU App Mobile application for iOS and Android providing workout tracking, meal planning, progress monitoring, community forum access, and on-demand content streaming for Move With Us members.
- TransFORM Program 6-week foundational strength and running program by Coach Annabelle Ronnfeldt designed to build confidence and fitness foundations for beginners. Combines strength training with beginner-friendly running; 3, 4 & 5 day training splits, 35-45 minute workouts. Available as a single program purchase or via Platinum Membership.
- Bikini Booty Shred Challenge 2026 Seasonal transformation challenge with Team Bikini, Team Booty, and Team Shred training paths featuring weekly workout drops, nutrition goal customisation, and prize giveaways (including 12-month CSB activewear supply). Runs multiple rounds annually with 6-8 week durations.
- Body Sculpt Program 4-week at-home weighted workout program by Coach Nicole featuring dynamic, high-energy sessions to sculpt physique and improve endurance; 4, 5 & 6 day training splits, 30-40 minute workouts.
- Event Ready Program 28-day circuit training and Pilates-inspired program by Coach Rachel Dillon designed to deliver visible results before special events; 4-6 days per week, 45-60 minute sessions.
- Compete Program 8-week functional fitness competition preparation program by Coach Annabelle with weighted workouts, running, and conditioning for intermediate to advanced athletes training for competitions such as Hyrox.
- Busy Mums Program 4-week time-efficient fitness program by Coach Rachel designed for mothers balancing family and work schedules with short, effective resistance and HIIT workouts; 3, 4 & 5 day training splits, ~45-minute sessions.
- Dumbbell Only Program 6-week dumbbell-only program by Coach Nicole Finianos for building lean muscle and sculpting at home or gym with minimal equipment; 3, 4 or 5 day splits, 30-40 minutes, beginner to advanced level.
- 10 Minutes to Toned Arms Program 2-week Platinum Members-exclusive program by Coach Lisa Nicolaisen featuring daily 10-minute Pilates-based upper body workouts with mini dumbbells and arm weights.
- Post-Partum Program Phased post-pregnancy recovery program by Coach Rachel Dillon with Sheridan Skye, offering two levels (Level 1 core rebuilding for beginners; Level 2 progressive strength) for rebuilding core, pelvic floor, and full-body strength.
Quantifiable outcome
- 200,000+ member transformations achieved
- +1 more outcomes
Companies that use Move With Us
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Move With Us technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature5 records
Move With Us partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- CSB (Activewear Brand)minorCSB provides activewear prizes for the Bikini Booty Shred Challenge 2026. Prize includes 12-month supply of CSB activewear valued at $2,500 AUD for challenge winners. This appears to be a prize sponsorship arrangement for challenge incentives rather than a formal commercial partnership.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Move With Us competitors and assessment
Company assessmentDirect peers
- Centr: Centr, founded by Chris Hemsworth, is a subscription fitness and wellness app combining structured workout programs, meal plans, and mindfulness content - directly comparable to Move With Us's integrated fitness/nutrition subscription model.
- Glo: Glo is a subscription yoga, Pilates, and meditation platform with thousands of on-demand classes led by world-class instructors. Comparable to Move With Us on the Pilates/yoga/mobility content pillar and premium subscription positioning.
- Sweat: Sweat is a women's fitness app founded by Kayla Itsines that offers structured workout programs, nutrition guides, and a community component - a near-direct overlap with Move With Us in target audience, content model, and GTM.
- FitOn: FitOn is a free-to-download fitness app offering workout programs, celebrity trainers, and nutrition plans, with a premium subscription tier. Directly comparable to Move With Us on program structure, celebrity trainer-led content, and freemium-to-paid conversion.
- Aaptiv: Aaptiv is a subscription audio and video fitness app offering guided workouts across strength, running, and yoga. Comparable to Move With Us as a structured-program, coach-led, app-first subscription fitness platform.
Broad incumbents
- Strava: Strava is a leading community-driven fitness tracking platform with subscription tiers. Comparable to Move With Us on community-driven retention and progress tracking, though Strava's core use case is endurance sports rather than structured strength programs.
- Peloton App: Peloton's standalone app offers strength, yoga, cardio, and outdoor running classes led by celebrity instructors. While Peloton is broader and equipment-centric, the app competes directly for Move With Us's women's fitness subscription dollars.
- Apple Fitness+: Apple Fitness+ integrates workouts, meditation, and trainer-led programs across strength, Pilates, HIIT, and yoga into the Apple ecosystem. Bundled with Apple One, it represents a price-pressured alternative for Move With Us's premium subscription tier.
- MyFitnessPal: MyFitnessPal is a leading nutrition tracking platform with a large food database and recently added workout content. Comparable to Move With Us on the nutrition-tracking pillar and represents a partial-overlap competitor that could expand into Move With Us's space.
- Nike Training Club: Nike Training Club is a free, broad-based fitness app from Nike offering guided workouts across strength, HIIT, yoga, and mobility. It competes with Move With Us for women's fitness attention, though it lacks Move With Us's nutrition depth and community focus.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Move With Us social profiles
Digital presenceMove With Us financial estimates
Financial estimateRevenue estimate
Valuation estimate
Move With Us leadership team
Management profileNumber of profiles
Profiles1 record
Move With Us funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Move With Us 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 Move With Us
What does Move With Us do?
Move With Us delivers app-based fitness programs, nutrition plans, and workout content for women across various fitness levels. Its core offering is the Platinum Membership subscription providing unlimited access to 25+ structured workout programs (home and gym), customisable dietitian-created meal guides, a 1,500+ recipe library, 100+ on-demand Pilates/Yoga/Running/Mobility videos, and in-app progress tracking, supported by a 95,000+ member online community.
Is Move With Us a public or private company?
Move With Us is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Move With Us founded?
Move With Us was founded in 2017. It employs 11 to 50 people.
Where is Move With Us based?
Move With Us is headquartered in Burleigh, Australia, in the Oceania region.
How does Move With Us make money?
Three revenue lines are on record. Platinum Membership - Annual is the primary driver. The others are platinum Membership - Monthly and single Program Purchase.
Who are Move With Us's main competitors?
Direct peers on record are Centr, Glo, Sweat, FitOn and Aaptiv. Broad incumbents are Strava, Peloton App, Apple Fitness+, MyFitnessPal and Nike Training Club.
Does Move With Us have an API?
No public API is recorded for Move With Us.
What industry is Move With Us in?
Move With Us's product category is Online Fitness Platform. Its primary akta.pro industry code is HSADAAAA, General Personal Training (In-Person & Virtual), with a secondary code of HSADACAI, Private 1:1 Yoga/Pilates & Small-Group Sessions. Its NAICS code is 713940 and its SIC code is 7997.