Movement Fitness

What Movement Fitness does

Movement Fitness & Wellness Ltd. is a privately held fitness studio operator headquartered in Dublin 4, Ireland, running two physical locations: Sandymount (Clanna Gaels Fontenoy GAA Club, Sean Moore Road, group capacity 12) and Baggot Lane (64 Baggot Lane, small-group capacity 6). The company delivers personal training in 1:1, 2:1, 3:1, and 4:1 configurations alongside small group training built around three proprietary programs — LIFT (8-week strength focus on squat, deadlift, bench press), HYBRID (45-minute strength and conditioning), and HYROX event preparation. Supplementary offerings include 6-week and 12-week nutrition coaching, pre/postnatal classes, and the Ultimate Portugal Fitness Retreat (an annual all-inclusive retreat at Quinta do Rabaçal).

The revenue model is subscription-driven: group memberships bill on a 28-day cycle with a mandatory 12-week introductory period, personal training requires an 8-week minimum, and nutrition/retreat revenue is one-time. Billing is processed through Stripe and GoCardless. Member onboarding and class booking run through a proprietary mobile application (iOS and Android) built on the Legitfit white-label platform, with prospect capture funnelled through third-party registration portals (custream.com, jointhisgym.com). The business is entirely direct-to-consumer and geographically concentrated in Dublin 4, with no disclosed enterprise, B2B, or institutional contracts.

The company is closely held with no disclosed venture or institutional capital, 1-10 employees, and a community-led go-to-market executed primarily through organic social channels (Facebook, Instagram, YouTube) featuring lead coach Mark Ward. The website claims 'over a decade of experience' and 'thousands of results,' which is inconsistent with the disclosed 2018 founding date and warrants verification. Notable data gaps include undisclosed revenue, undisclosed membership counts, undisclosed subscription pricing, and the absence of any enterprise customers.

Name

Movement Fitness

Legal name

Movement Fitness & Wellness Ltd.

Website

https://movementfitness.ie

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Movement Fitness & Wellness Ltd. operates two personal training and small group training studios in Dublin 4, Ireland, offering 1:1 to 4:1 personal training, structured programs (LIFT, HYBRID, HYROX), nutrition coaching, and an annual Portugal fitness retreat to local adult fitness consumers.

Ownership category

akta.pro rank

Product category

Fitness Training Services

NAICS

Sports and Recreation Instruction (61162), Recreational and Vacation Camps (except Campgrounds) (721214)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industries

Strength & Conditioning Bootcamps (HSADABAB), Fitness & Performance Retreats (Bootcamps, Sports Conditioning) (THAGAMAH)

Keywords

• Small group training
• Personal training
• Fitness studio
• Strength and conditioning
• Nutrition coaching

Headquarters

HQ city

Dublin 4, Dublin

HQ country

Ireland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Group Training Memberships: Rolling membership subscriptions billed every 28 days. New members undergo a minimum 12-week introductory period before transitioning to rolling contracts. All Baggot Lane memberships permit access to both Baggot Lane and Sandymount studio locations.
2. Personal Training Programs: Personal training sessions programmed individually based on client needs and objectives, including 1:1, 2:1, 3:1, and 4:1 training configurations. Minimum commitment period of 8 weeks with sessions scheduled weekly in advance.
3. Nutrition Coaching Programs: Structured nutrition coaching programs including 6-week and 12-week options, plus tailored nutrition plans, cookbooks, and nutrition guides. 8-week or 28-day programs are non-refundable.
4. Fitness Retreats: All-inclusive fitness and wellness retreats in Portugal featuring accommodation, meals, training sessions, and activities. Booked through custream.com platform with final payment dates specified in advance.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Movement Fitness operates two physical fitness studios in Dublin 4 (Sandymount and Baggot Lane) delivering Personal Training (1:1, 2:1, 3:1, 4:1 configurations) and Small Group Training (capped at 6-12 participants) with structured programs including LIFT (8-week compound lifts program), HYBRID (strength and conditioning), and HYROX event preparation, complemented by Nutrition Coaching and a Portugal fitness retreat.

Product overview

Movement Fitness is a Dublin 4-based fitness studio offering personal training and small group training across two studio locations (Sandymount and Baggot Lane). The core offering consists of Personal Training sessions (1:1 to 4:1 formats) and Small Group Training classes capped at 6-12 participants. The company's structured programs include LIFT (8-week strength focus on compound lifts), HYBRID (45-minute strength and conditioning), and HYROX training for event preparation. Supplementary offerings include Nutrition Coaching (6-week and 12-week programs), Pre & Post Natal Classes, and an annual Portugal Fitness Retreat. Members access services through a proprietary mobile app (iOS/Android) and online booking platform. Billing is handled through third-party processors Stripe and GoCardless on a 28-day cycle.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Training One-on-one and small group personal training sessions (1:1, 2:1, 3:1, 4:1 formats) programmed individually based on client needs and objectives, available at Sandymount and Baggot Lane studio locations.
• Small Group Training Group training sessions with capacity of up to 12 participants at Sandymount and up to 6 participants at Baggot Lane, featuring varied and constantly changing strength and conditioning workouts.
• LIFT Program An 8-week strength program focusing on three compound lifts (squat, deadlift, and bench press) supplemented by isolation and accessory exercises to improve strength, power, and functional capacity.
• HYBRID Program A 45-minute conditioning program combining strength, functional fitness, and conditioning exercises to develop cardiovascular and muscle endurance.
• HYROX Workouts Training program preparing members for HYROX fitness events (8 x 1KM runs and 8 functional fitness stations), open to all fitness abilities.
• Nutrition Coaching Structured nutrition programs including 6-week and 12-week coaching options, tailored nutrition plans, cookbooks, and nutrition guides integrated with training programs.
• Pre & Post Natal Classes Specialized fitness classes including Mum & Tots Post Natal Class and Active For Life Over 60s class, designed for pregnant/postnatal women and active seniors respectively.
• Ultimate Portugal Fitness Retreat All-inclusive fitness and wellness retreat in Portugal featuring accommodation (farmhouses or glamping tents), meals, training sessions, meditation, yoga, and water activities in partnership with SF Nutrition.
• Movement Fitness Mobile App Native mobile application available on iOS and Android for member profile creation, class booking, terms acceptance, and membership management, built on Legitfit platform.

Quantifiable outcome

• Thousands of successful member fitness transformations documented

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• SF NutritionminorStrategic or Co-development PartnerSF Nutrition is a supplement partner for the Movement Fitness Portugal Retreat. They provide 100% natural and vegan supplements for retreat participants. This partnership supports the holistic nutrition and wellness focus of the retreat experience.
• Clanna Gaels Fontenoy GAA ClubcoreOthersClanna Gaels Fontenoy GAA Club provides the venue for Movement Fitness's Sandymount training studio location at Sean Moore Road, Dublin 4. This is a venue partnership enabling the company to operate its personal training and small group training facilities.
• StripecoreOthersStripe is the primary third-party payment processor for Movement Fitness memberships. Stripe's terms and conditions form a binding component of the membership agreement. Used for credit card processing and billing management.
• GoCardlesscoreOthersGoCardless is a third-party direct debit payment processor used by Movement Fitness for membership billing. GoCardless terms and conditions form a binding part of the membership contract. Handles automatic bank account debits for recurring memberships.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• FLYEfit: Largest Irish gym chain with multiple Dublin locations. Competes for the same Dublin fitness consumer but operates a high-volume, low-touch model versus Movement's boutique, high-coaching model.
• West Wood Club: Established Irish leisure and fitness club operator with Dublin presence. Overlaps with Movement on strength and group class programming but at a broader family-leisure positioning.

Direct peers

• BMF (Be Military Fit): UK-origin outdoor and digital group fitness program popular in Ireland. Comparable functional fitness content, group coaching format, and community-led identity to Movement Fitness.
• F45 Training: Global functional fitness franchise offering 45-minute HIIT and strength-conditioning group sessions. Closely mirrors Movement's LIFT and HYBRID class formats, small-group coaching ratios, and community-driven positioning.
• CrossFit: Global functional fitness brand built around constantly varied, high-intensity strength and conditioning workouts coached in small groups. Direct conceptual overlap with Movement's HYBRID and HYROX-style training.

Broad incumbents

• Barry's Bootcamp: Premium global boutique fitness brand combining strength and conditioning in small coached classes. Comparable premium positioning and HIIT/strength programming to Movement's higher-tier offerings.
• Orangetheory Fitness: Large international boutique fitness franchise specializing in coached cardio and strength intervals. Operates at broader scale than Movement but competes for the same Dublin small-group fitness member.
• David Lloyd Clubs: Premium UK and Ireland health and racquets club operator. Competes for affluent Dublin 4 families and individuals with broader amenity set than Movement's boutique PT and group classes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC1EUim3pzGelEThd_sn4Hfw
• Facebookfacebook.com/MovementDublin
• Instagraminstagram.com/movementdublin
• LinkedInlinkedin.com/company/movementfitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Movement Fitness