How KEEP Stands Out as A Social Fitness App in China
It only took 921 days for Keep to attract 100 million users and two and a half years to secure five rounds of financing, about a total of 60 million USD.
For those who have never heard of Keep- it is a mobile fitness community app that offers a variety of training programs for a different group of people with different needs.
Where the idea is from?
Back in 2014 when Keep was launched, Wang Ning, Founder and CEO of Keep, was inspired to make this app, based on his personal experience: he wanted to lose weight but could not afford a personal trainer. He downloaded and searched for exercise videos and articles. It turned out effective for himself. Validated by himself, Ning came up with the idea to make an app that allows people to work out anywhere, anytime, for free.
What is the secret to their business growth?
Keep’s rapid growth has made it stand out among all similar Apps and gain a lot of attention as a mobile fitness community app in China.
We read and analyzed sources from various sources. Here are three things that Keep chose to do and proven right.
1. More Than Workouts- It Is A Free Playground!
Keep users can exercise and share their workout journey on the App without the constraint of time, space and money. Every amateur can find a suitable fitness course on it.
In April 2017, Keep updated its slogan from “Mobile Fitness Trainer” to “Free Playground,” adding outdoor activities such as running and cycling. The 4.0 version App introduces more personalized workout plans, which improves user experience and increases more occasions and higher frequency to use the App.
Keep has combined fitness trainers, running, riding, social platform, diet guidance, and equipment purchase to become “Free Playground” that helps people enjoy sports at any time anywhere.
2. Partner with Millennials’ Favorite Brands
In 2016, netizens who like physical exercises in China reached 371 million, among which 47.1% do exercise regularly. To meet their needs, Keep plays an important role as an affordable tool as well as a social platform to attract users who socialize through the App.
Keep has worked with a lot of top brands including Adidas and Under Armour to leverage its branding. Likewise, these brands value Keep’s proposition and its long-term potential to build a fitness ecosystem.
3. Leverage User Experience with Big Data Technologies
Big data is part of the core competitiveness for Keep, who wants to become an international fitness technology company. They have been directly connected with many terminals including mobile, TV and smartwatches.
Besides continue collecting user data and giving feedback to users, Keep wants to upgrade the produce by creating more new experiences for users.
In April 2019, Keep is expanding its business to more consumer goods, including a clothing brand (Keep Up), offline workout studio (Keep Land), fitness equipment (Keep Kit), and an AI Lab.
