For instructors, by instructors. Since 2017.
We're Will and Sam. Brother and sister, co-founders, and still building SH1FT for the same reason we started.
It started with a problem nobody was fixing.
Will spent years inside the biggest names in group fitness. What he kept seeing was instructors doing hours of unpaid prep for every class while their pay stayed exactly where it was. And every new format came with another fee.
So in 2017 we built SH1FT. A different way to teach, up to 80% cheaper for instructors and with 90% less prep.
How we got here.
- 2017SH1FT starts with a Founding 50. The 50 instructors who took a chance on a new way to teach.
- 2019Word spreads. Instructors tell other instructors, and SH1FT grows.
- 2020The pandemic hits and gyms close. We keep solving instructors' problems first, and we make it through.
- 2024We launch the first of our big gym partnerships: PureGym and 24 Hour Fitness bring SH1FT to their clubs.
- 2026The new app. Nine formats, one subscription, and over 10,000 instructors teaching SH1FT.
A small team with a lot of experience.
We've kept the team small on purpose. Around us is a group of creatives, all have been international presenters for the world's biggest fitness brands. Superstars in their own right, and they programme, film and produce everything you teach.
Every workout goes through testing by our team before it gets to you.
If it doesn't work in a real room,it doesn't go in our app.
Why that matters more now.
Anyone can ask AI for a workout and get one in five seconds. It might even look fine on paper. What it won't have is people who've taught it, tested it and fixed it, or a community of instructors sharing what works.
That's what we care about most. Real people, building something properly, for the people who teach it.
Our North Star, same as day one
Make SH1FT the best possibletool for instructors.
Will & Sam