What We Are Undefeatable does

We Are Undefeatable is a UK-wide public health campaign founded in 2019 and operated by Age UK (registered charity no. 1128267, company limited by guarantee no. 6825798) on behalf of 15 leading health and social care charities, including the Alzheimer's Society, Asthma + Lung UK, Breast Cancer Now, British Heart Foundation, British Red Cross, Diabetes UK, Macmillan, Mind, MS Society, Parkinson's UK, Rethink Mental Illness, Royal Voluntary Service, Stroke Association, and Versus Arthritis. Its purpose is to support people living with long-term health conditions — including arthritis, asthma, cancer, dementia, diabetes, heart disease, limited mobility, mental health conditions, multiple sclerosis, Parkinson's, and stroke — to find ways to be physically active that accommodate their condition and daily fluctuations in how they feel. The campaign targets two user groups: (i) individuals with health conditions reached directly through online advertising on Facebook, Google, Instagram, and YouTube, supplemented by celebrity endorsement from Bill Bailey; and (ii) partner organisations, which access brand toolkits through a dedicated Campaign Hub.

The campaign's core products are a digital content platform (website at weareundefeatable.co.uk), a mobile app on iOS and Android powered by technology partner Good Boost that delivers free tailored exercise programmes, and a library of free downloadable resources including the Five in Five mini-workout booklet, My Daily Undefeatable planner, Move Your Way indoor and outdoor guides, the S.O.F.A. Movement Guide, and an Activity Quiz that personalises activity suggestions. Video content is hosted on a dedicated YouTube channel. Distribution to partners is enabled through the Campaign Hub, which allows physical activity organisations in England to download the brand tool-kit for local promotion. All content is provided free of charge to end users; the campaign generates no direct user revenue.

The business model is that of a grant-funded non-profit campaign. The campaign is entirely funded by National Lottery money via Sport England, with Age UK acting as the data controller, lead operator, and intellectual property holder. There are no disclosed secondary funding rounds, sponsorships, or earned-income streams. Operations are lean, with a reported headcount of 5 employees housed at Age UK's London headquarters, and the campaign relies on its 15 charity partners for condition-specific expertise and audience reach rather than internal clinical staff.

Name

We Are Undefeatable

Legal name

Age UK (registered charity no. 1128267 and a company limited by guarantee no. 6825798)

Website

https://weareundefeatable.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

We Are Undefeatable is a UK-wide, grant-funded health campaign operated by Age UK on behalf of 15 health charities, delivering a free mobile app, website content, and downloadable resources that help people living with long-term health conditions become more physically active.

Ownership category

akta.pro rank

Product category

Public Health Campaign / Chronic Condition Physical Activity Resources

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Misc Health & Allied Services, Nec (8090), Services-Educational Services (8200)

akta.pro primary industry

Adaptive & Special Needs Personal Training (HSADAAAL)

akta.pro secondary industry

Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• Adaptive physical activity
• Chronic condition exercise
• Health charity campaign
• Inclusive fitness resources
• Community health movement

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. National Lottery Funding via Sport England: The campaign is funded through significant National Lottery funding from Sport England. Age UK serves as the lead organization managing the campaign on behalf of 14-15 health and social care charity partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

We Are Undefeatable is a UK-wide health campaign that provides free tailored exercise programmes, downloadable resources, video workouts, and an interactive quiz to help people living with long-term health conditions find ways to be physically active. The campaign operates a free mobile app (iOS and Android) powered by Good Boost and a Campaign Hub that distributes brand toolkits to partner organisations. All content is provided at no cost to users and is funded through National Lottery funding via Sport England.

Product overview

We Are Undefeatable is a health campaign platform operated by Age UK on behalf of 15 health and social care charities. The core offering is a content and resources platform designed to inspire and support people living with long-term health conditions to become or stay active. The main digital product is the We Are Undefeatable app (powered by Good Boost), which provides free tailored exercise programmes. The platform also includes downloadable resources (Five in Five, My Daily Undefeatable, Move Your Way guides, S.O.F.A. Movement Guide), YouTube video workouts, an activity quiz, and a Campaign Hub for partner organisations to access brand toolkit materials.

Differentiator

Problem solved

Functional benefit

Products and services

• We Are Undefeatable Mobile App Free mobile application providing tailored exercise programmes suitable for a range of health conditions, available on iOS and Android via the App Store and Google Play. Powered by Good Boost technology, it lets users complete workouts anywhere, anytime.
• Five in Five Booklet A five-minute mini-workout booklet for people living with long-term health conditions, helping them build small amounts of activity into their day.
• My Daily Undefeatable Planner A simple 3-step check-in companion for the physical activity journey that helps users track how they feel when getting moving.
• Move Your Way – Get Moving Outside Downloadable inspiration guide with ideas for moving outdoors, including dog walks, gardening, swimming, and other outdoor activities.
• S.O.F.A. Movement Guide A downloadable guide with fun and simple ways to get started moving at home using a sofa as fitness equipment, featuring sport-inspired movements.
• S.O.F.A. Video Workout A guided video workout featuring Bill Bailey, personal trainer Sandra, and Tania, with sport-inspired movements and seated, assisted, and standing variations.
• Move Your Way – Get Moving at Home Downloadable inspiration guide with ideas for moving indoors, including kitchen routines and home-based activities.
• Activity Quiz A 2-minute interactive quiz that helps users discover activities suited to them and personalises movement suggestions based on their responses.
• Campaign Hub A registration portal for organisations, clubs, and physical activity bodies in England to access and download the We Are Undefeatable Brand Tool-Kit for campaign promotion.
• We Are Undefeatable YouTube Channel A dedicated YouTube channel featuring exercise and workout videos including Kitchen Routine, Mindfulness, Boxing, Strength, Balance, and Energy routines delivered with personal trainers.

Quantifiable outcome

• The campaign is backed by significant National Lottery funding from Sport England, indicating substantial investment in reach and impact.

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

16 partnerships are on record, tiered core.

• Age UKcoreStrategic or Co-development PartnerAge UK is the lead organisation running the We Are Undefeatable campaign on behalf of the partnered charities. Age UK provides the team and infrastructure for the campaign, manages the website and Campaign Hub, and holds the campaign's intellectual property rights.
• Asthma + Lung UKcoreStrategic or Co-development PartnerOne of 15 health charity partners supporting the We Are Undefeatable campaign. Provides expertise and resources for people with asthma and lung conditions.
• Breast Cancer NowcoreStrategic or Co-development PartnerCharity partner providing resources and expertise for people affected by breast cancer who want to become more physically active.
• Alzheimer's SocietycoreStrategic or Co-development PartnerCharity partner offering resources and support for people with dementia and their carers to stay physically active.
• British Heart FoundationcoreStrategic or Co-development PartnerCharity partner providing expertise and resources for people with heart conditions who want to be more active.
• British Red CrosscoreStrategic or Co-development PartnerCharity partner supporting the campaign with resources for people needing additional support to become more active.
• Versus ArthritiscoreStrategic or Co-development PartnerCharity partner providing resources and expertise for people with arthritis and musculoskeletal conditions.
• MindcoreStrategic or Co-development PartnerMental health charity partner offering resources and support for people with mental health conditions to engage in physical activity.
• Rethink Mental IllnesscoreStrategic or Co-development PartnerCharity partner providing resources and support for people living with severe mental illness to be physically active.
• Macmillan Cancer SupportcoreStrategic or Co-development PartnerCharity partner offering expertise and resources for people living with and beyond cancer to be more active.
• Royal Voluntary ServicecoreStrategic or Co-development PartnerCharity partner supporting older people to stay active and independent, providing Virtual Village Hall resources.
• Stroke AssociationcoreStrategic or Co-development PartnerCharity partner providing resources and support for stroke survivors to regain physical activity.
• Parkinson's UKcoreStrategic or Co-development PartnerCharity partner offering resources and support for people with Parkinson's to stay physically active.
• MS SocietycoreStrategic or Co-development PartnerCharity partner providing resources and support for people with multiple sclerosis to remain active.
• Diabetes UKcoreStrategic or Co-development PartnerCharity partner offering expertise and resources for people with diabetes to be more physically active.
• Good BoostcoreTechnology or IntegrationTechnology partner powering the We Are Undefeatable mobile app. Good Boost provides SDK app tracking for advertising monitoring, helping track app downloads and registrations generated by advertising campaigns. Age UK receives only aggregated and anonymised data from this process.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• This Girl Can: This Girl Can is a Sport England / National Lottery-funded mass-participation campaign aimed at getting women physically active, using paid media, celebrity partnerships and partner charities. Comparable as a UK public-health physical-activity campaign with the same funder (Sport England) but a different demographic focus.
• One You (Public Health England / DHSC): One You is a UK government public-health campaign helping adults make healthier choices including being more active. Comparable as a free, publicly funded behaviour-change campaign with national reach, but with broader lifestyle scope rather than condition-specific adaptive exercise.
• NHS Better Health: NHS Better Health is the UK public-sector physical-activity and weight-management platform offering free apps, tools and resources to encourage healthier lifestyles. Comparable in mission (free, condition-aware physical-activity guidance at population scale) and digital distribution, but broader and government-run.

Emerging players

• Move It or Lose It: Move It or Lose It provides chair-based and seated exercise resources, training and videos for older adults and those with limited mobility. Comparable niche focus on adaptive movement for older/health-compromised audiences, overlapping with WAU's seated/assisted/standing variation philosophy.
• Love to Move (British Gymnastics Foundation): Love to Move is a British Gymnastics Foundation seated-adaptive exercise programme for older adults, including those with dementia and limited mobility. Comparable as a UK adaptive/condition-aware activity programme targeting a similar older, health-condition audience, but delivered via in-person sessions rather than digital-first.

Others

• Activity Alliance (English Federation of Disability Sport): Activity Alliance is the national disability sport organisation in England promoting inclusive and accessible physical activity for disabled people. Comparable mission (removing barriers to activity for people with impairments/conditions) and overlapping audience, but operates as a sector umbrella rather than a direct-to-consumer campaign.

Direct peers

• Macmillan Move More: Macmillan's Move More programme is a condition-specific physical-activity service for people living with cancer. It is a direct downstream peer — one of WAU's 15 partner charities operates it independently, offering free activity guidance to a shared target segment via similar community-based delivery.
• Good Boost: Good Boost is the technology partner powering the We Are Undefeatable mobile app and also runs its own adaptive, condition-specific aquatic and digital exercise programmes for people with musculoskeletal and other long-term conditions in the UK — directly comparable mission, target audience and digital delivery model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UClEmdVc80h7Gft4olLkwGhw
• LinkedInlinkedin.com/company/we-are-undefeatable

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 We Are Undefeatable