Creating a new generation of active kids
“We’re on a mission to improve physical confidence and neuromuscular skill in inactive children through play, so that they naturally choose to get active by participating in sport and exercise.”
Our Story
Children often lack the confidence and motor skills to take part in physical activity, especially when it comes to sports & exercise. Many children are put off being active, even becoming isolated in cases, because of the options presented to them. Namely, being active in front of other people.
Going ‘out to play’ has become increasingly difficult for children, thus limiting their independent play – essential for developing coordination and physical confidence, amongst other skills. And, according to the United Nations (UN), with the mass migration to urban living this will only limited independent play further.
Children can’t ‘play out’ like they used to and have simply lost the chance to develop the essential physical skills early enough for them to become habits as they grow older.
Our Co-founder and CEO, Jon Reynolds, who has been recently diagnosed at autistic, feels deeply connected to the problem. He was overweight as a child and didn’t enjoy being active, especially in from of others. By his own admission, he dislikes team sports too – “what you are meant to do to play sport doesn’t make sense to me”. However, the school he attended coupled with an ambition to join the Army spurred him on to remain active and ‘join in’. Most inactive children simple won’t get the chance to make the change as he did.
We’re fixing it!
Our Team
We are team of two former British Army Officers (CEO & COO) and a CTO with 30+ years experience in the gaming industry. We are effective leaders, organisers and decision makers, whilst also being extremely creative. Click on our faces to connect with us on LinkedIn
Jon Reynolds CEO
Former British Army Captain who created a digital-health solution that ran in 85 schools. 12+ years fitness entrepreneurship, including extensive work with children, and father of two.
Jonathan Oates MBE COO
Former British Army Major with 16+ years leadership and management experience. MBE awarded for strategy and implementation. MBA, published author, and father of two.
Mark Ripley CTO
Games Industry veteran of 30+ years with board level experience and management expertise. Project work completed in AR, VR and using ML – more recently in pose detection for mobile.
Our Journey
In 2018, Jon Reynolds successfully launched a digital health programme in UK primary schools. Classroom Movers helped children complete short bursts of activity in the moments before learning. Observing the positive impact that play had on their motivation, he began exploring options to evolve the experience.
After serving together in the same British Army unit on operations Jon & Jon joined forces again in 2021 knowing they’d make a great team. As fathers, they know that their kids, like the vast majority, love video games and being active through play. Combining the two delivers the best of both worlds and keeps everyone happy.
To have the right impact we needed to deliver a solution on a child’s terms. We started by thinking of how much more exciting physical activity would be for children if it were turned into a video game. This meant having an exciting story, very few boundaries, ability to connect with friends and very engaging gamification mechanics.
Whilst we have children’s undivided attention, we will be actively involving them in a learning process about sustainability, nutrition and overall wellbeing – topics that we know are important to schools and parents everywhere – because we want all children to have a healthier, happier future.
Our Commitments
We’re 100% aligned to the UN’s Mission for a healthier and more sustainable future.
We will intervene early in a child’s life to help them learn about the importance of remaining healthy, ensuring that they develop positive habits that last a lifetime.
Our narrative will help children learn about sustainability and the critical role that they play in managing consumption and production patterns.
Environmental
Sustainability education.
Minimal carbon footprint.
Eco schemes & incentives.
Social
Inclusive workplace.
Equal pay.
Special Educational Needs & Disabilities (SEND) focus.
Governance
Employee empowerment.
Transparent communication.
Official policies.
Join our Mission
Physical inactivity is one of the most pressing issues of our time. If you believe in helping children form habits early and you’d like to be involved, please get in touch.