Movement

What it is

Movement is a no-code, white-label app builder for coaches, fitness and wellness creators and community founders who want to sell memberships, courses and programs under their own brand. A drag-and-drop interface lets you design the app, set its icon and colors, bring your own domain and remove Movement's branding. The pages are written for a solo creator or a small team that wants its own app instead of a page inside someone else's platform.

It fits 3 categories at once. As a community platform, it sends notifications and holds members. As a mobile-app builder, it produces a branded app. As a course platform, it delivers programs and content. All 3 come from the same app, which is why it has a single write-up here.

What you build and how

The core of the product is the app itself. The white-label builder page says you can fully personalize the app design, the app icon and a custom domain, replacing the default "mvt.so" domain with your own. A comparison page adds that you can customize the login and splash screen your users see on opening the app and choose a brand color used throughout. The company says "Creating a custom-branded app with ease starts here," and that you can remove all Movement branding for a fully immersive brand experience.

The app can run as a web app, which the company explains as "an app that you can open from any device with a simple URL," with no download or installation and no need to deal with the App Stores. A branded app is included on every plan, including the free one, according to the company's Circle comparison table. Movement's page contrasts this with Circle, where it says a branded app needs Circle Plus on custom pricing.

For community use, the features page highlights email and push notifications: "these real-time notifications keep your community informed and engaged," with push support for web, Android and iOS users. The page lists new messages, event reminders and content updates as the things members get notified about.

For courses and programs, the community page says course templates and a Zapier integration make creating and managing courses simple. The platform handles both 1:1 coaching and 1:many programs, with fully customized programs for individuals or programs built to suit many people. You can offer free and paid content in the same app, which the company recommends because free content shows visitors what the app delivers. Paid plans include unlimited video and audio uploads, according to the Circle comparison. A built-in form builder collects and stores member data inside the app, and the company positions it against Google Forms and Typeform. The Circle comparison also lists fitness and wellness tools: a workout builder, habits, tracking, recipes and forms.

Several apps can live under a single account. Each app is billed separately, can sit on a different pricing plan, and runs as a completely separate entity with its own users, styling, domain and settings. Libraries of content can be shared between the apps. That structure suits someone running more than one brand.

Selling happens through Stripe. The done-for-you page says you keep up to 97.5% of purchases made through your app on paid plans, and 85% on the free plan, before nominal Stripe fees. It sets this against the App Stores, which it says charge a 30% commission, leaving about 70%. The company also runs a referral program: sign up, open the Referrals section in app settings, and share a link. Commissions are processed on the first of each month, with payouts due after 60 days to account for refunds, sent by your chosen method in Rewardful.

The evidence from the pages

Pricing is partly published. The Circle comparison table shows an entry plan at $49/month (Base) and platform branding removal at $99/month (Pro plan). The pricing FAQ adds that annual plans get a 20% discount, that all plans come with a 14-day free trial, and that a forever free plan exists. Each paid plan includes 1,000 Active Members by default, where an Active Member is anyone who used your app in the last 30 days. You can buy extra member quotas to go beyond that.

Tool limits are not detailed. The pages do not enumerate which automations exist or which plans include them, and they do not describe role permissions. A comparison page states that on any plan you can create your own app icon and customize the login and splash screen. It sets that against Teachable, whose app, it says, shows Teachable's icon and whose overall styling and structure cannot be customized.

Social proof comes from user quotes on the referral page. A fitness trainer named CJ says a custom-built app had high costs and little agility, so they migrated to Movement. A creator called Caitlin of Heavily Meditated describes rebuilding after developer issues and trouble with Apple and finding Movement. Diana Ruiz of D-Active says it offers "the cleanest looking design options, reasonable prices and easy to use app building features." Angelina, founder of Cove Circle Community, writes that her team spent months searching for the right platform.

Who it suits and who it does not

Movement suits a coach or creator who wants a branded app and a payout rate that avoids App Store commissions. It also suits someone who runs several brands, since each app has its own users, styling and domain under a single login. A fitness or wellness professional gets purpose-built tools such as the workout builder, and the free plan lets a new project start without a monthly fee.

The caveats are straightforward. Payments run through Stripe, so a business that needs another processor should check first. The free plan keeps 85% of each sale rather than 97.5%, so a growing paid community will upgrade. Branding removal is tied to a paid plan, with the Circle comparison pointing to $99/month. And the integrations named on these pages are Stripe and Zapier, so a team that needs a wide connector catalog should confirm its tools before committing.