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Moving On Fitness

Lucozade Sport’s Made to Move campaign launched with an ambition to get one million people moving by 2020.

It’s amazing to say that in 2019 we surpassed the 1.5 million ‘movers’ milestone – and our advice, training plans and event partnerships continue to help people to move more – whether by watching an online exercise video or running a marathon. 

Moving On Fitness

Lucozade Sport’s Made to Move campaign launched with an ambition to get one million people moving by 2020. 

It’s amazing to say that in 2019 we surpassed the 1.5 million ‘movers’ milestone – and our advice, training plans and events partnerships continue to help people to move more – whether by watching an online exercise video or running a marathon. 

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Made To Move - Key Facts

1.5M people 
reached in total since November 2016
300,000km
run through our Strava partnership
 170,000 people
 tuned into Workout Wednesday in the second half of 2018
80 Made to Move Sessions
held weekly across the UK
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Desktop 3 01 261x263 M2M Mobile App Icon

How have we done it?

Through great partnerships and hard work, check out our case studies below.

Strava and London Marathon

Following a successful partnership last year, Lucozade Sport gave away 40 places in the 2019 London Marathon through a bespoke challenge on fitness app Strava. More than 24,000 people entered, together running almost 300,000km for their chance to win a place at the starting line.

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Tough Mudder

Lucozade Sport partnered with Tough Mudder to launch Workout Wednesday – online workout tutorials to help people train for their own races. In the second half of 2018 more than 170,000 tuned in.

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Our Parks

More than 25,000 people signed up for a Made to Move session with Our Parks in 2018. Lucozade Sport continues to support Our Parks in 2019, doubling the brand’s footprint to cover all 32 London boroughs and eight growth cities including Edinburgh, Cardiff, Manchester and Birmingham – providing 80 Made to Move sessions every week.

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Desktop Fitness 04 Running 2


Made To Move Legacy

We have surpassed our initial goal to get more than one million people moving. However Lucozade Ribena Suntory doesn’t want to sit still now that we’ve exceeded our initial targets. In 2019, we’ve evolved our Made To Move thinking to ensure that we create a long-lasting legacy of improved physical and mental wellbeing throughout the country. We have started to scrutinise our data to understand better what the barriers are to getting people moving. While we remain committed to helping everyone to move, we’ve spotted that the hardest audience for us to move is women aged over 16, who often feel intimidated by the challenge of making exercise a part of their daily routine. Our renewed focus is to continue to inspire people to get moving through exciting and innovative partnerships, and also to improve the chances of people moving – by removing barriers in the way. 
Firstly, we are working with the FA in a new partnership that champions England’s women’s football team - The Lionesses. We will work with the likes of Steph Houghton, Toni Duggan, Nikita Parris, Jade Moore and Izzy Christiansen to inspire women to play more football.

Lucozade Sport supported the Lionesses while they were in France for the World Cup. We put these incredible athletes onto our bottles to help get everyone in the country roaring them on in France. Central to the campaign is a participation initiative aimed at getting more women playing sport in the UK. We have entered into a unique partnership with pitch providers Goals and Powerleague, to enable Lucozade Sport to give away 90,000 free pitch minutes up and down the country for women to start playing. 


Made To Move legacy

We have surpassed our initial goal to get more than one million people moving. However Lucozade Ribena Suntory doesn’t want to sit still now that we’ve exceeded our initial targets. In 2019, we’ve evolved our Made To Move thinking to ensure that we create a long-lasting legacy of improved physical and mental wellbeing throughout the country. We have started to scrutinise our data to understand better what the barriers are to getting people moving. While we remain committed to helping everyone to move, we’ve spotted that the hardest audience for us to move is women aged over 16, who often feel intimidated by the challenge of making exercise a part of their daily routine. Our renewed focus is to continue to inspire people to get moving through exciting and innovative partnerships, and also to improve the chances of people moving – by removing barriers in the way. Firstly, we are working with the FA in a new partnership that champions England’s women’s football team - The Lionesses.

Lucozade Sport will support the Lionesses as they head to France this summer for the World Cup. We are putting these incredible athletes onto our bottles to help get everyone in the country roaring them on in France. Central to the campaign is a participation initiative aimed at getting more women playing sport in the UK. We have entered into a unique partnership with pitch providers Goals and Powerleague, to enable Lucozade Sport to give away 90,000 free pitch minutes up and down the country for women to start playing. And we will use the likes of Lionesses Steph Houghton, Toni Duggan, Nikita Parris, Jade Moore and Izzy Christiansen to inspire women to play more football.

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Movement Fund

Lucozade Ribena Suntory’s Movement Fund launched in 2016. We pledged to support a charity partner over three years to make a significant impact on people’s lives through sport. In partnership with sport-fordevelopment charity Active Communities Network, we launched B Active in 2017.

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What's B Active?

The B Active programme gives young adults across the UK access to sports and physical activity, regardless of financial circumstance. The programme launched initially in five cities across the UK – London, Belfast, Manchester, Newport and Hull – and in 2019 will expand into Birmingham.


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A Female-focussed Birmingham Expansion

In February, England Women’s football star Nikita Parris helped launch a new, female-focused youth sports programme in Birmingham, as part of B Active.


Female focus

Manchester Basketball Tournament

B Active Manchester’s social action group ran a basketball tournament for their own community – a great example of how B Active participants go on to involve more people beyond the programme. More than 50 young adults took part in the tournament, and the group is now planning to run a regular week-night session.

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Key B Active Achievements

More than 4,000 young adults have already taken part in B Active – that’s three times as many as originally expected.

Almost half of these young adults have volunteered in their local community

B Active programmes run five days a week, 50 weeks of the year – making a huge impact on the communities in which they operate.

More than 1,200 have gained vocationally-recognised qualifications through their B Active participation.

“Community-led projects like B Active are so important as they give young adults opportunities and a path to follow. ” 

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Nikita Parris

England Lioness