Lucozade Sport reveals £100,000 goodwill fund to support fitness coaches

Lucozade Sport has created a Keep Us Moving​​ initiative backed by brand ambassador Anthony Joshua to help support the fitness and coaching industry by giving them the opportunity to host online classes through the brand's social channels - IGTV, Instagram and Youtube.

The classes will be available for free and all trainers will be paid for each piece of content used by the channel in return for their expertise, with an initial £100,000 fund up for grabs.

The initiative is being backed by two-time World Heavyweight Champion and Lucozade Sport athlete Anthony Joshua and will be open to all qualified coaches and trainers across a diverse range of sports, from community group leaders to professional coaches.

‘Keep Us Moving’ is a new initiative launched in response to the pandemic and is an extension to Lucozade Sport’s Made To Move platform, through which £30 million has been invested since 2016 to

inspire the public to get active.

The new fund aims to provide a financial boost for coaches during the crisis which has seen gyms, leisure and community centres close in order to halt the spread of the virus, resulting in an increasing appetite for digital fitness content.

Tom Bell, head of marketing at Lucozade Sport, comments: “The global pandemic has created a huge amount of uncertainty in the fitness world, with hundreds of thousands of personal trainers, instructors and coaches losing income as a result of the closure of gyms and leisure centres. ​

“We wanted to show our support for the people that keep our nation active, and we hope our new Keep Us Moving initiative will offer trainers and instructors some welcome support during the crisis, while giving the UK access to a diverse range of free home workouts for a variety of abilities.”​ 

The content series will feature daily accessible home workout routines from Monday to Friday generated by fitness experts from across the country, with schedules for the following week announced every Sunday.

Anthony Joshua adds: “Sport is being impacted on a global level by this pandemic and coaches and trainers are having to find new ways to adapt. But there’s no better time for the nation to be keeping fit, so I hope trainers across the country will take the opportunity to join me in keeping Britain moving together with Lucozade Sport. Fitness experts, we need you!” ​

A time for goodwill

Elsewhere in the sports nutrition world, Grenade has shipped more than 800 care packages to staff at hospitals around the UK filled with bars and shakes.

The brand's founder Alan Barrett has also turned his personal lavender patch into a fruit and veg patch for the local community to ensure the quarantine doesn't stop his neighbours getting fresh produce.

Vieve, a UK-based protein water brand, has partnered with Gawad Kalinga and global business giving charity B1G1, and pledged to donate one meal to those who are quarantining and living in poverty, for every five packs sold of its protein waters. 

The company’s aim is to to feed 500 families in self-isolation in developing countries. The young brand has also donated hundreds of bottles to NHS trusts and provided care packs to key workers.

Bulk Powders is also working to care for frontline workers by pledging to send out 20,000 free products to frontline NHS staff.

Meanwhile, the global health and wellness online retailer LuckyVitamin​​ is offering a free 6 month LV+ membership to Doctors, Nurses & Healthcare Professionals for every new standard member who joins, helping them save money on products and get access to a personal certified wellness consultant.