Anthony Joshua launches new Lucozade Sport fund to support nation’s fitness experts during coronavirus outbreak


Sport and exercise drink brand Lucozade Sport is today launching a ‘Keep Us Moving’ initiative to support the nation’s fitness coaches, instructors and personal trainers by incentivising them to help the nation to stay active during the coronavirus outbreak.

From today, fitness experts across the country will be given the opportunity to host online classes through Lucozade Sport’s Instagram TV channel and YouTube channel. 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.

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.