The founder story
Built from the floor up — literally
In early 2026, I found myself largely housebound due to a serious health situation. Every app I tried assumed I could run, cycle, or get to a gym. None of them met me where I was — on a slow walk around the living room, trying to feel human again.
"I didn't need a fitness tracker. I needed something that believed a short walk was worth celebrating."
MoveReward™ was built for that version of me — and for the millions of people who standard fitness apps consistently fail to reach, retain, or reward.
The market gap
27% of UK adults are physically inactive
That's 14 million people. They are not lazy — they are underserved. Standard fitness apps are built for people who are already active. Recovery, mental health, chronic illness, and low-confidence users are invisible to the existing market.
MoveReward™ is the first app designed from the ground up for this population — with a reward model that makes even a 5-minute walk feel genuinely worth it.