With gyms, fitness venues and community halls forced to close their doors, self-employed instructors and independent fitness businesses had their livelihoods put on the line overnight.
And while live-streamed fitness classes have become commonplace, since the nation went into lockdown, very few offer any financial support to your local aerobics, yoga or dance tutor.
MoveGB, which before the pandemic offered access to over 6,000 activity locations, studios and gyms in 25 cities across the UK, pivoted its business to help reduce the economic impact the coronavirus would have on their partners.
Once lockdown was announced, MoveGB immediately knew the detrimental effect it would have across all their partners nationwide. Within a week they launched Move At Home – a new online platform enabling fitness businesses to stream their classes to MoveGB’s vast membership base of 250,000 users and maintain their income.
In less than a month, Move At Home has streamed over 40,000 classes, generating over £1 million for the 1919 fitness, yoga and dance instructors. The number of classes and providers continues to grow daily.
With over 250,000 users registered on the platform, fitness providers have not only seen maintained attendance for their classes, but their audiences have exponentially grown.
Lucy Stone, founder of award-winning yoga studio The Hive in Bath, said: “Since the lockdown and converting to streaming our classes online through MoveGB, we have seen an increase of people attending classes by almost 300%. We have had to double the number of classes available on the timetable from 23 to 45 to meet the growing demand and now are streaming classes to people from all over the world.”
Alister Rollins, CEO and founder of MoveGB, commented: “In the face of an unprecedented crisis, we knew we have to change things up quickly to help support our members and partners. For our members, this meant keeping them moving while at home. For our fitness partners, this meant ensuring they could maintain their livelihoods.
“MoveGB was created to be a community-led business that would connect providers with users to encourage people to stay active for life. With Move At Home we have been able to uphold that principle and prevent this pandemic from having a significant impact on our partners’ businesses.”
The use of the platform has mirrored the incredibly strong sense of community and local support felt across the UK, during the lockdown. Over 73 per cent of users are attending classes by instructors in their own city, choosing to support the local, independent businesses on their doorstep.
To further protect the many independent small fitness businesses in the UK, MoveGB has also launched an Activity Provider Support Fund (#SupportOurIndies) which will provide income to providers, even when classes are not running.
While most home workouts focus on yoga and HIIT, MoveGB has always championed variety as part of a fitness routine – this is still the case with Move At Home. The company has already witnessed an incredible 120% increase in class variety since the platform went live. Members have been more willing to try the more unique and unusual classes, including twerking, 80’s aerobics, acrobatic circuits and afro-Caribbean fitness fusion from the privacy of their own home alongside their usual fix of yoga, Pilates and HIIT.
Free to existing members, Move At Home offers live-streamed classes from MoveGB independent instructors and on-demand workouts from the world’s top trainers. Existing MoveGB members will have access to these features as part of their membership at no extra cost. Move At Home is also available to new members from £1 per week, offering on-demand workouts as well as pay-as-you-go live-streamed classes (many instructors are offering free taster sessions).
During the COVID-19 crisis MoveGB is supporting our NHS heroes by offering them Move At Home for free.
Backed by research from UKActive, MoveGB’s founding principle is to offer incredible variety to keep the nation committed and motivated to leading a fitter and healthier lifestyle for longer.