Ray Algar reports on charity-powered gym The Movement.

Recently I was undertaking some online research and stumbled upon an American search result that grabbed my attention: ‘Charity-Driven Gyms Are Popping Up All Over The Country.’ Gyms undertake random acts of charity all the time, but these new gyms are different in that they embed charity at the
very heart of their business. So, this is the story of The Movement, a recently opened boutique fitness studio in New York City, US, that operates according to the philosophy of ‘give back, move forward’ – enjoying the intrinsic joy and satisfaction of exercise while simultaneously helping others. It donates $1 per person per class to The National Brain Tumour Society, not just for a few days, but every day of the year. It is the first fitness business I have discovered that donates a portion of every sales it makes.

How the studio started

Jordan and Dana Canino are lifelong athletes who envisioned a studio that would allow them
to make a positive difference in the lives of others. However, their definition of ‘others’ is far wider than the customers who attend the hybrid cardio, strength and yoga classes at the 3,200 square feet (297 square metres) facility. So they started with the question: How do we create a place where people are not only changing their own lives, but also the lives of others?

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