Comparison

MOVES by Madeline vs Identity Evolution Co

Price, ratings, monetisation and update history for both apps, side by side — with what reviewers say about each.

Head to head
About

MOVES by Madeline

This women's fitness app offers science-backed workouts for every life stage, from home to the gym. It provides expert-led programs, customizable plans, and progress tracking to help users achieve their fitness goals with confidence.

Highlights
  • Programs for every goal
  • Expert guidance from specialists
  • Weekly fresh workouts
  • Customizable workout calendar
  • Demonstration videos & cues
  • Exercise modifications
  • Progress tracking
Features
Read full description

Expertly Designed Workouts for Every Phase of Life Moves App is a women’s fitness app that offers dynamic, science-backed workouts designed for every stage of life. Whether you’re training at home, in the gym, or on the go, Moves provides effective, expert-led programs that take the guesswork out of your workouts. With customizable plans, progress tracking, and a supportive community, Moves makes it easy to show up, work hard, and see real results. - Programs for Every Goal: From strength-building to endurance training, core rebuilding to pregnancy/postpartum fitness, Moves offers 8 unique programs designed to fit your personal goals and lifestyle. - Expert Guidance: Created by a team of specialists, including licensed doctors of physical therapy and women's health experts, all programs are based on the latest research to bring you results you can see and feel. - Weekly Workouts: Experience 5 fresh workouts every week alongside a supportive community of tens of thousands of women. Confidence in the Gym: Whether you’re at home or in a gym, Moves gives you the tools to feel confident lifting weights and achieving your training goals. Key Features: - Customizable Workout Calendar: Easily schedule and follow your workouts with a personalized plan. - 30/60 Minute Options: Choose between workout durations to fit your schedule. - Demonstration Videos & Cues: Get clear guidance on each exercise with videos, step-by-step cues, and target muscle group diagrams to ensure you're performing movements correctly and effectively. - Exercise Modifications: Access alternate exercises tailored to your equipment, fitness level, or life phase (including pregnancy), all programmed by a licensed physical therapist. - Progress Tracking: Log weights, track workout history, and watch your progress over time. Subscription Details Moves offers monthly and yearly subscription options, giving subscribers access to all programs, features, and updates. Subscriptions are easily managed through your account settings. Download the app and start your fitness journey today with our free 7-day trial! Need help? Please reach out to us at support@movesapp.com. Terms of Service/EULA: https://www.movesapp.com/terms-of-service

About

Identity Evolution Co

This app offers personalized fitness and health programs with 1:1 coaching. Track workouts, nutrition, habits, and progress with real-time coach messaging and milestone badges. Connects with wearables and health apps for comprehensive tracking.

Highlights
  • 1:1 coaching with personalized programs
  • Workout and nutrition tracking
  • Lifestyle habit monitoring
  • Progress measurement and photo tracking
  • Real-time coach messaging
  • Milestone badges for achievements
  • Wearable device integration
Features
Read full description

With The Busy Mom Method App, you will have access to workout programs designed specifically to help you reach your fitness and health goals through 1:1 coaching with Ashley Schwartz! You can follow & track your workouts, your nutrition, your lifestyle habits, measurements and results–all with the help of your coach. FEATURES: - Access training plans and track workouts - Follow along to exercise and workout videos - Track your meals and make better food choices - Stay on top of your daily habits - Set health and fitness goals and track progress towards your goals - Gain milestone badges for achieving new personal bests and maintaining habit streaks - Message your coach in real-time - Track body measurements and take progress photos - Get push notification reminders for scheduled workouts and activities - Connect your Apple Watch to track workouts, steps, habits, and more right from your wrist - Connect to other wearable devices and apps like the Apple Health App, Garmin, Fitbit, MyFitnessPal, and Withings devices to track workouts, sleep, nutrition, and body stats and composition Download the app today!

Screenshots

MOVES by Madeline4 screens
Identity Evolution Co4 screens

Verdict

The call

The clearest difference is in-app purchases: Identity Evolution Co at none against MOVES by Madeline's 1. Identity Evolution Co also leads on device support (4 vs 1). MOVES by Madeline's advantage is ratings volume (4.1K vs 36) and update cadence (fortnightly vs monthly). On price, rating, review sentiment and ads there is nothing between them.

Scored on Price · Rating · Positive reviews · Number of ratings · Update frequency · Ads · In-app purchases · Monetization · Best chart rank · Devices · Requires iOS

CostPrice · In-app purchases · Ads · Monetization

Both are free to download. MOVES by Madeline sells 1 in-app purchase, starting at $19.99 per month. Identity Evolution Co asks for nothing beyond the download.

ReceptionRating · Positive reviews · Number of ratings

On the App Store both sit at effectively the same score — 4.9 for MOVES by Madeline against 5.0 for Identity Evolution Co. That said, the two scores are not equally well evidenced: MOVES by Madeline has 4.1K ratings behind it against 36, so its average is the more settled of the two. Written reviews are what separate them: 96% of MOVES by Madeline's written reviews are positive against 100% of Identity Evolution Co's.

UpkeepUpdate frequency

MOVES by Madeline ships an update fortnightly, Identity Evolution Co monthly. The most recent releases landed on October 29, 2026 and October 28, 2026 respectively.

Scorecard6 real differences · 5 level
MOVES by Madeline versus Identity Evolution Co: the parameters behind the verdict, then further details
ParameterMOVES by MadelineIdentity Evolution Co
PriceFreeFree
Rating4.9 (4.1K ratings)5.0 (36 ratings) — better
Positive reviews96.2% of reviews100.0% of reviews — better
Number of ratings4.1K — better36
Update frequencyFortnightly — betterMonthly
AdsNoNo
In-app purchasesYesNo — better
MonetizationSubscriptionFree — better
Best chart rank#183 — better—
DevicesiPhoneiPhone, iPad, iPod, Apple Watch — better
Requires iOS16.015.1 — better
Further details — not scored
Size109 MB184 MB
Age rating12+4+
DeveloperMadeline Moves, Inc.ADiGiSchwartz Consulting LLC.

Customer experience

MOVES by Madeline

All ratings4,041 ratings
Positive96.9%
Neutral0.9%
Negative2.2%
Written reviews835 reviews
Positive96.2%
Neutral1.3%
Negative2.5%

Identity Evolution Co

All ratings19 ratings
Positive100.0%
Neutral0.0%
Negative0.0%
Written reviews1 reviews
Positive100.0%
Neutral0.0%
Negative0.0%

Bugs and requests

MOVES by Madeline

Reported bugs

2 issues
  • Workouts not saving to history
  • Difficulty canceling subscription

Requested features

2 requests
  • Option to hide weight history from social sharing
  • More guidance on proper form for beginners

Identity Evolution Co

Not enough reviews yet to summarise bugs or requests.

In-app purchases

1 purchases

MOVES by Madeline

Subscriptions1
  • Workout Subscription - Monthly7 Days trial$19.991 Month
None

Identity Evolution Co

No in-app purchases

Questions

Is MOVES by Madeline free?
MOVES by Madeline is free to download, with in-app purchases available.
Is Identity Evolution Co free?
Identity Evolution Co is free to download, with no in-app purchases.
Which has better reviews, MOVES by Madeline or Identity Evolution Co?
Identity Evolution Co is rated higher. MOVES by Madeline averages 4.9 out of 5 from 4.1K ratings, while Identity Evolution Co averages 5.0 from 36 ratings.
Do MOVES by Madeline or Identity Evolution Co have ads?
Neither MOVES by Madeline nor Identity Evolution Co shows ads.
Which is updated more often, MOVES by Madeline or Identity Evolution Co?
MOVES by Madeline ships an update fortnightly, and Identity Evolution Co monthly. Most recently, MOVES by Madeline was updated on October 29, 2026 and Identity Evolution Co on October 28, 2026.

Other comparisons