SITUATION
Sedentary living is a major contributor to obesity and related harm in the UK. Many people cannot commit to traditional exercise because of time, cost or confidence, and generic stand-up reminders lack personalisation and engagement.
JESS MOVEAbout
Why this exists
The hour you do not have
is not the problem.
Meeting a weekly exercise target does not cancel the risk of spending the rest of the day sitting. That gap — between what people are told to do and what their day actually permits — is the entire product.
INSIGHT
Breaking up prolonged sitting with frequent short bursts of activity produces real benefit. An engine that schedules those bursts against a person’s actual context — and makes them enjoyable and social — removes the usual barriers rather than arguing with them.
NOVELTY
The novelty is micro-movement intelligently placed inside a real schedule, not another reminder. Demand for accessible, non-intimidating routes into activity is unmet, and remote work plus widespread wearable adoption make the timing unusually good.
RISK
Calendar integration and activity tracking raise legitimate privacy concerns that must be answered transparently and architecturally. Sustaining engagement past the novelty period is the second hard problem, and it is why Engagement Rescue is an agent rather than a feature.
The promise
Move more without reorganising your life.
A context-aware AI operating system that discovers the smallest realistic opportunity to move and turns it into an engaging, inclusive and measurable daily action.
What it is not
- a step counter
- a generic reminder app
- a gym application
- a calorie tracker
- a workout-video library
- a corporate leaderboard
- a medical diagnosis platform
Kept in code rather than a slide, because positioning drifts under sales pressure and every one of these is a thing somebody will eventually ask for.
Weight, and who controls it
Supporting people to manage their weight — and to stay in control of that process — is a primary aim of this platform for adults. It is served through nine pathways in which reduction is one option among nine, never an assumption. You choose the pathway, you can change it, and you can switch the whole surface off without losing the rest of the product.
Below 18 the answer is different and it is not negotiable: no weight, BMI, calorie or appearance framing is shown to a child in any mode, under any consent setting. Growth, energy, confidence and routine are the frame instead. How Body Balance works →
Decision intelligence
The strategic case, written down where it can be checked.
OPTIMAL ROUTE
Build the universal, age-adaptive Movement OS, and enter commercially through UK workplace wellbeing for hybrid and remote teams. AI personalisation and inclusive gamification are the differentiators; no lifestyle overhaul is required of the user.
PIVOT ALTERNATIVE
Narrow to corporate wellness only — the coach sold B2B to UK employers improving employee health. Smaller ceiling, faster proof, and it keeps the consumer OS available as a later expansion rather than a prerequisite.
RISK OF INACTION
The demand for frictionless health tooling is growing now. As general models improve, shallow versions of this will ship from every direction, and the proprietary asset — the contextual completion dataset — only accrues to whoever starts collecting it first.
COMMERCIAL VALUE
Recurring revenue from consumer subscriptions and employer contracts, with strong scalability: one engine serves a very large base at low marginal cost per user.
First spend
US$10,000 buys validation, not a finished OS.
The disciplined first move is to prove the engine with UK remote and hybrid workers, 18–64 — a clear sedentary problem, measurable workplace value, and far lower safeguarding complexity than launching with children.
In the MVP
build- Sign-in and onboarding assessment
- Workday schedule entry and calendar integration
- Sedentary detection
- 40–60 clinically reviewed micro-movements
- AI recommendation ranking and smart notifications
- Movement player, points and streaks
- Small team challenges and a progress dashboard
- Consent centre and subscription capability
Deliberately excluded
later- Clinical integrations
- The children’s version
- Care-home deployment
- Multiple wearable providers
- A public rewards marketplace
- Advanced employer analytics
- Smart-TV application
- Fully generative movement creation
Roadmap
Six phases from pilot to national platform.
1
Validation
User and workplace interviews · Prototype testing · Movement library clinical review · Data protection impact assessment · Waiting list and pilot recruitment
2
MVP
Mobile application · Calendar integration · Micro-movement engine · Gamification and a basic team challenge · Subscription and analytics
3
Commercial pilot
Five to ten UK employers · 300–1,000 users over 8–12 weeks · Sedentary interruption measurement · Qualitative wellbeing feedback · Employer renewal testing
4
Consumer OS
Family accounts · Wearable integrations · Advanced game worlds and friend groups · Motivation profiles · Reward marketplace
5
Education & later life
Safeguarded child accounts and the school portal · Independence and Vitality modes · Care dashboard · Smart-TV and voice support · Clinically reviewed accessibility library
6
National platform
Councils and NHS-adjacent prevention partnerships · Insurers and large employers · Public-health programmes · Multilingual UK support · International expansion
Defensibility
The moat is the dataset, not the videos.
Anyone can film a movement library. Nobody else will know which prompt works, for whom, in which environment, after how long sitting, in which tone.
Movement Opportunity Graph
A continuously improving model linking context, available time, sedentary duration, movement type, motivation, environment, age, capability and outcome.
Completion Probability Model
Predicts which activity this individual will actually finish at this specific moment — not which activity is theoretically best.
Contextual Movement Dataset
Which prompts work, for whom, in which environment, at what time, after what level of inactivity, in which tone, with which reward.
Inclusive Gamification Engine
A scoring system that lets a child, a wheelchair user and an octogenarian compete fairly in the same challenge.
Organisation Behaviour Layer
Anonymised insight into how meeting structure and work pattern shape participation.
JESS MOVE is a general wellness product — not a medical device.