For years, Catarina Lau cycled through the pattern so many women know: push hard, burn out, stop completely, then start the whole thing over again. Managing chronic health conditions and ADHD alongside it, movement had always come tied to pressure, guilt, and unrealistic expectations. What she needed was a different voice: one that supported rather than shamed, and left room for fluctuation, energy shifts, and real life.

That need became Kind Moves, a strength and mobility membership built around a weekly rhythm of Anchor, Expand, and Restore, designed so members can self-pace, pause, and pick back up when they're ready. It isn't about easy workouts; Kind Moves sessions can still be challenging. The difference is the intention behind them; autonomy instead of punishment.

Bringing that philosophy to life online meant running Kind Moves across a patchwork of separate tools for payments, waivers, content, and community—workable, but never the premium, professional experience she wanted her members to have.

Squarespace, where she'd built her website, wasn't built for delivering a fitness membership either. So she moved Kind Moves to Movement, bringing workouts, programmes, community, and payments all into one branded fitness app.

Can you tell us about your business and who you help?

Kind Moves is an online movement membership designed for people who want to feel stronger, healthier, and more consistent with exercise without the pressure, guilt, or all-or-nothing mindset that often comes with traditional fitness.

Inside Kind Moves, I combine strength training, mobility, nervous system regulation, and mindset support to help people build a sustainable relationship with movement. My members range from complete beginners to experienced exercisers who are tired of feeling like they have to constantly push harder to be successful.

I'm passionate about this work because it comes from my own experience. For years, I believed exercise had to be intense, exhausting, and something I had to force myself to do. What ultimately helped me become more consistent wasn't more discipline, it was learning to approach movement with kindness, flexibility, and self-compassion.

I created Kind Moves to share that approach with others. Seeing members discover that they can miss a workout, take a break, adapt a session to their energy levels, and still make progress is incredibly rewarding. My goal is to help people build strength and confidence while creating habits that genuinely fit their lives, so movement becomes something they can sustain for years rather than weeks.

"What ultimately helped me become more consistent wasn't more discipline, it was learning to approach movement with kindness, flexibility, and self-compassion."

What problem were you facing before using Movement?

Before Movement, I was trying to piece together multiple platforms to run my business. I was using different systems for payments, waivers, communication, content delivery and community support.

Not only was this time-consuming to manage, but it also created a fragmented experience for my members. Things felt scattered and complicated rather than seamless and professional.

I wanted a single platform where members could access everything in one place, from workouts and programmes to community support and direct communication. I also wanted something that felt like a premium experience that reflected the quality of what I was offering.

"Things felt scattered and complicated rather than seamless and professional."

What made you choose Movement over other platforms? Did you try any others?

I had previously used Squarespace, which worked well as a website platform, but it wasn't designed specifically for delivering an online fitness membership.

When I discovered Movement, it felt like it had been built for exactly what I needed. Features like the mobile app, in-app messaging, calendars, habit tracking, programme building, challenges and community tools allowed me to create a much richer member experience.

What stood out most was how everything worked together in one ecosystem. Instead of trying to connect multiple tools and platforms, I could focus on creating great content and supporting my members.

"Instead of trying to connect multiple tools and platforms, I could focus on creating great content and supporting my members."

How has Movement helped you grow, simplify, or scale?

Movement has given me the confidence to grow Kind Moves and reach more people.

Having a dedicated app has transformed how I present my business. It feels like a tangible, high-quality product that members can easily access wherever they are, which has increased both engagement and professionalism.

From a business perspective, it's dramatically simplified my workflow by bringing everything together in one place. Rather than spending time managing multiple systems, I can focus more of my energy on creating content, supporting members and improving the overall experience.

Most importantly, it has helped me create a more accessible and user-friendly environment for my members, making it easier for them to stay consistent and engaged.

"Having a dedicated app has transformed how I present my business. It feels like a tangible, high-quality product that members can easily access wherever they are."

What features or aspects of Movement have been most useful for your work?

The content and programme-building tools have been invaluable. Being able to organise my entire workout library, create structured programmes and deliver content through the app has made managing Kind Moves incredibly straightforward.

I also love the community features and in-app messaging, which allow me to stay connected with members and create a genuine sense of support.

Another standout aspect is the support from the Movement team. The AI assistant is incredibly helpful for quick answers and troubleshooting, but what really sets Movement apart is that there are real people behind the platform who genuinely care about helping creators succeed. I've always felt supported and never like I'm building my business alone.

"What really sets Movement apart is that there are real people behind the platform who genuinely care about helping creators succeed."

What would you tell another coach or creator considering Movement?

If you're spending more time trying to manage technology than serving your members, I'd strongly recommend looking at Movement.

The platform has allowed me to create a professional, engaging and seamless experience for my community without needing a huge team or technical expertise.

What I've appreciated most is that Movement doesn't just provide software—it provides support. The platform continues to evolve, the team genuinely listens to feedback, and they seem invested in helping creators build something meaningful.

"If you're spending more time trying to manage technology than serving your members, I'd strongly recommend looking at Movement."

Since moving to Movement, Catarina has been able to bring Kind Moves' workouts, programmes, habit tracking, and community all into one branded app—giving her business a more professional, tangible presence and members an easier way to stay consistent. It's simplified her workflow enough that she now spends less time managing systems and more time creating content and supporting her members directly:

"Having a dedicated app has transformed how I present my business. It feels like a tangible, high-quality product that members can easily access wherever they are." Kind Moves is what happens when kindness gets built into the architecture, not just the workouts.

Explore the kind moves app or find Catarina on Instagram

⋯

Ready to gather your all of your work and resources into one beautiful, scalable platform?

Whether you're a fitness coach, educator, or wellness practitioner juggling multiple course platforms and tools that don't align with your vision, Movement helps you create a single all-in-one home for everything—sessions, courses, programs, and community—with the design quality and ease of use you've been searching for. Go from scattered to scalable in under a weekend.

What is Movement?

Movement is an all-in-one platform that helps coaches, creators, and community builders launch beautifully branded apps and memberships—without needing to be technical or piece together multiple tools.

Whether you're offering courses, events or programs, selling digital products, or hosting a private community, Movement gives you everything you need in one place: content and video hosting, chats, events, directories, and more.

It’s designed to be intuitive for you and seamless for your audience—so you can focus on delivering value, not managing tech.

For coaches who are tired of stitching together tools like Kajabi, Squarespace, and Facebook Groups, Movement offers a simpler, more scalable way to grow your business and deepen client connection—all under your own brand.

Find out more or sign up for a free account here.