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TV-first fitness platform Mvmnt has unveiled a major brand refresh alongside RepCon, a new interactive fitness format that brings live, coach-led competition directly to television screens. The first RepCon event is scheduled for August 24.
RepCon is designed to turn at-home workouts into a real-time competitive experience without requiring dedicated fitness equipment or wearables. Instead, Mvmnt uses its proprietary form-tracking technology and a standard smartphone camera to automatically count repetitions, while users follow the workout on their TV.
Performance data is displayed through a live leaderboard on the television, allowing participants to compete against other members, chase personal bests and track their progress during the session. RepCon will be available through both weekly live broadcasts and on-demand workouts.
Mvmnt sees the social and competitive elements as particularly important for engagement and retention. Managing Director Colin Griffith argues that bringing participants together around the same live workout can create a stronger sense of community than conventional standalone fitness apps.
Alongside RepCon, Mvmnt is introducing a new brand identity built around the proposition “Outdo Yourself”. The relaunch also adds community features including an interactive social feed, member posts and comments, and shareable post-workout content for social platforms.
The development highlights an interesting evolution for connected TV: the television is increasingly becoming an interactive platform for apps and services, rather than simply a screen for video entertainment. Mvmnt’s approach combines CTV, smartphones, live content and computer-vision technology to create a more participatory viewing experience.
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