Move Fitness & Wellness
We help fitness, health and wellness brands turn ideas into clear, engaging digital experiences.
From early concepts through launch and growth, we work across product, content, and user experience to make sure your platform actually works for your users, not just looks good.
We specialise in structuring fitness and wellness products for mobile and digital platforms, translating real-world expertise into scalable, easy-to-use experiences that drive engagement, retention, and long-term value.
About
Move Fitness & Wellness
Move Fitness & Wellness Group sits at the intersection of fitness, health, and technology.
With a background in exercise science, research, and digital product environments, we bring a practical, user-focused approach to building fitness and wellness platforms. Our work goes beyond content creation; we help structure how products work, how users move through them, and how content supports the overall experience.
We work with founders, product teams, and brands to:
Shape ideas into a clear product direction
Design user journeys that feel intuitive and engaging
Build content systems that are scalable and easy to manage
Ensure everything aligns with real user needs and behaviours
Our approach combines exercise science, user experience thinking, and content strategy to create digital products that people actually use and keep coming back to.
Our Work
We support businesses across the full lifecycle of their product, from early idea through to launch and ongoing optimisation.
Our work focuses on bringing structure to your product, clarity to your content, and alignment across your team.
This includes:
- translating ideas into a clear product and content direction
- designing onboarding and user journeys that drive engagement
- structuring content systems and CMS for ease of use and scale
- coordinating content creation across teams and partners
- using data and user insights to guide decisions and improvements
- ensuring consistency across product, content, and brand
We’ve worked across fitness, health, and digital platforms with brands including Sweat, Optus Sport Fitness, Recovr, and leading global trainers and media outlets.
Resources
Our Services
We work across product, content, and user experience to support the development of digital fitness and wellness platforms.
Our services can be engaged individually or across the full lifecycle of your product.
Product & Platform Consulting
We help shape your idea into a clear, structured product.
This includes defining your offering, mapping user journeys, and ensuring your platform is designed to support real engagement and long-term use.
Content Strategy & Coordination
We structure how your content works within your product.
From planning and briefing through to execution, we ensure your content is consistent, aligned to your brand, and supports the overall user experience.
User Experience & Onboarding
We design how users move through your platform.
This includes onboarding flows, program structure, and engagement loops that help users understand your product quickly and stay engaged over time.
Subject Matter Expertise (Fitness & Wellness)
We bring exercise science and industry knowledge into your product.
This ensures your content is credible, effective, and aligned with best practice.
Strategic Partnerships & Talent Integration
We support the identification, onboarding, and management of talent and partners within your platform.
Ensuring alignment with your brand, product, and user experience.
Research & Insights
We use user behaviour, feedback, and industry trends to guide decisions.
Helping you refine your product, improve engagement, and stay ahead of the market.
Content Production & Delivery
We coordinate and oversee content creation from concept through to delivery.
Ensuring everything is structured, high-quality, and ready to perform within your platform.
Ilea Worsfold
I’m an exercise scientist and product-focused strategist working across fitness, health, and digital platforms.
Over the past seven years, I’ve worked with founders, product teams, and global brands to turn ideas into structured, engaging digital experiences. My work sits across product development, content operations, and user experience, helping ensure that what’s built actually works for the people using it.
I’m particularly focused on how fitness and wellness experiences translate into digital environments, from onboarding and program structure through to long-term engagement and retention.
My approach is practical and user-led. I bring structure to ideas, clarity to content, and alignment across teams, working closely with founders, developers, and creatives to move from concept to delivery.
I’ve worked across platforms including SWEAT, Optus Sport Fitness, and Recovr, contributing to product development, content systems, and user experience improvements that support growth and engagement at scale.
At the core of my work is a simple goal:
To create digital fitness and wellness experiences that feel clear, useful, and genuinely valuable to the people using them.