Livi, Europe’s leading digital-first healthcare provider, today announced a strategic partnership with CloudFit, an AI-powered holistic health platform, to deliver an integrated preventative health solution designed for the global corporate wellness market. The partnership addresses a critical gap in employee wellbeing by combining Livi’s on-demand GP consultations with CloudFit’s AI-driven fitness, nutrition and lifestyle support – creating a seamless pathway from clinical care to sustained health behaviour change.
The collaboration enables Livi GPs to refer patients directly to CloudFit when physical exercise and nutrition interventions would support their health outcomes. CloudFit then provides continuous lifestyle support between medical appointments, with patient data fed back to clinicians through performance dashboards for ongoing monitoring. This “always-on” model addresses the long-standing challenge of lifestyle adherence between clinical appointments. When a GP advises a patient to improve diet, increase exercise or manage stress, CloudFit provides the practical tools, education and accountability needed to follow through.
“Throughout my 15-year career as a professional and international rugby player, I had access to world-class healthcare support,” said Kristian Phillips, Co-founder and CEO of CloudFit. “We wanted to make that same level of integrated fitness, nutrition and wellness coaching accessible to everyone through technology. This partnership with Livi bridges the gap between clinical appointments and daily lifestyle choices. It’s preventative healthcare that keeps people engaged and accountable.”
“We identified a growing market for patients who want to take better control of both their health and fitness,” said Jamie Griffin, Head of Commercial at Livi. “What excites us is the combination of our GP primary care expertise with CloudFit’s AI-powered personal training and nutrition capabilities. It’s a truly well-rounded health and fitness journey that can genuinely improve employee wellbeing whilst reducing sickness absence.”
While patients can be referred individually through Livi consultations, both organisations see the greatest potential in the corporate wellness market, where employers can provide staff with integrated access to both GP appointments and comprehensive wellbeing support. CloudFit, ‘the AI personal trainer’ in your pocket’ combines AI technology with certified human performance coaches and is backed by an established medical advisory board including senior doctors. The partnership’s focus on measurable health improvements could eventually support more personalised insurance pricing, with highly engaged users potentially benefiting from reduced premiums as they demonstrate sustained lifestyle changes.
The partnership arrives as the NHS faces sustained pressure on primary care services, with the average GP now responsible for over 2,300 patients and seven in ten trainee GPs reporting burnout. Livi already works with over 1,000 GP practices in the UK and enables more than 11 million patients to access GMC-registered GPs via video consultation. The government’s NHS 10-year plan emphasises shifting from sickness treatment to prevention – a priority the Livi-CloudFit partnership directly addresses.
