Keep

What Keep does

Keep (Beijing Kaluli Technology Co., Ltd. / 北京卡路里科技有限公司) is a China-based sports technology company founded in 2014 that operates an integrated digital fitness ecosystem. Its flagship product is the Keep mobile app (iOS and Android), which provides an extensive exercise library, structured training courses across fitness, running, yoga, HIIT, cycling, meditation, and other disciplines, GPS-based outdoor run tracking, calorie and dietary intake monitoring, and a community for social sharing. The app is complemented by a line of connected smart hardware (智能硬件) including exercise bikes and IoT-enabled devices, a consumer goods business selling fitness equipment, sports gear, and health food via Tmall, JD.com, and the proprietary Keep Mall, and physical membership cards (30/60/365 day durations). The platform claims 200 million total users and reported 21.8 million average monthly active users in FY2025.

Keep's business model combines a freemium mobile app with multiple monetization streams. Subscription membership is the primary recurring revenue source, with 2.7 million paying members in FY2025 representing 12.6% membership penetration (up from 10.6%). Additional revenue comes from hardware sales, consumer goods e-commerce, and content/training programs. Distribution is mobile-first product-led growth, supported by app store presence, fitness influencer partnerships (达人), social media, and content marketing via workout challenges. The company is headquartered in Beijing's Chaoyang District (Vanke Times Center, Building D) and listed on the Hong Kong Stock Exchange under ticker HK:3650.

For FY2025 (results reported March 25, 2026), Keep generated RMB 1.637 billion (~USD 225 million) in revenue with gross margin of 52.2% and achieved its first annual non-IFRS adjusted net profit of RMB 25.22 million. Cumulative private funding prior to listing totaled approximately $614 million across rounds from 2015-2021, with investors including Tencent, SoftBank Vision Fund, GGV Capital, Hillhouse, Coatue, Goldman Sachs, and BAI Capital. AI-powered fitness coaching — providing personalized meal plans, calorie tracking, and 24/7 guidance — is positioned as a key differentiator, and the platform supports hardware-software integrated training sessions.

Name

Keep

Legal name

北京卡路里科技有限公司

Website

https://gotokeep.com

Company type

Public

Founded year

2014

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Keep (卡路里科技) is a Beijing-headquartered, Hong Kong-listed (HK:3650) mobile fitness platform offering workout tracking, AI-powered coaching, training courses, and smart hardware to Chinese consumers, with 21.8 million MAUs and 2.7 million paying subscribers as of FY2025.

Ownership category

akta.pro rank

Product category

Mobile Fitness Apps

NAICS

Fitness and Recreational Sports Centers (71394), Sporting Goods Retailers (45911)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.) (CRACAQAH), Fitness Equipment & Performance Accessories Retail (CRAMABAD), Endurance & Running/Cycling Training (HSADAAAG)

Keywords

• Mobile fitness app
• Fitness subscription platform
• Online workout courses
• Connected fitness hardware
• AI fitness coaching

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Supply Chain

Revenue model

1. Subscription Membership: Keep generates significant revenue through subscription memberships. The company reported 2.7 million subscription members with membership penetration rate of 12.6%, up from 10.6% in the prior year. This represents the company's primary recurring revenue stream with annual profitability achieved in fiscal year 2025.
2. Consumer Goods: Sale of fitness equipment and sports gear through Keep's online mall and third-party e-commerce platforms including Tmall and JD.com
3. Smart Hardware: Sales of smart fitness hardware including exercise bikes and IoT-connected fitness devices that integrate with the app
4. Fitness Training Content: Extensive library of workout courses covering fitness, running, yoga, and other exercise types delivered through the app platform

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Keep operates a mobile fitness platform centered on the Keep App, offering an extensive library of workout courses (strength training, HIIT, yoga, running, cycling, meditation, dance, boxing, and more), real-time workout and calorie tracking, GPS-based outdoor running, AI-powered personalized coaching and meal planning, and community/social engagement features. The platform is extended by connected smart hardware devices (smart bikes, wearables) that sync with the app, a consumer goods line of fitness equipment and healthy food, and an e-commerce storefront operating on Keep Mall, Tmall, and JD.com.

Product overview

Keep operates as an integrated sports technology platform offering a comprehensive fitness ecosystem. The core product is the Keep mobile App (available on iOS and Android, version 9.0.40), which provides workout tracking, training courses, calorie monitoring, and community features. The platform is complemented by smart hardware devices (智能硬件) that sync with the app for interactive training experiences, a consumer goods product line (消费品) including fitness equipment and healthy food, and the Keep Store e-commerce platform (Keep 商城) for product sales. The Training Courses (训练课程) feature an extensive library of workout content spanning strength, HIIT, yoga, running, cycling, meditation and more, supported by a comprehensive Exercise Library (动作库) organized by body part. Keep also offers physical membership cards (会员实体卡) and subscription memberships (2.7 million paying subscribers) generating revenue of 1.637 billion yuan with a 52.2% gross margin. The company connects users through its community features while monetizing through membership subscriptions, hardware sales, equipment/products, and advertising.

Differentiator

Problem solved

Functional benefit

Products and services

• Keep App (主App) Flagship mobile fitness application for iOS and Android that delivers workout tracking, training courses, calorie and dietary monitoring, running/cycling activity tracking, personalized workout plans, and community sharing to individual consumers seeking guided fitness.
• Keep Smart Hardware (智能硬件) Connected fitness devices including smart bikes, wearables, and other IoT-enabled equipment that synchronize with the Keep App to provide interactive workout experiences, real-time data tracking, and hardware-software integrated training sessions for individual fitness consumers.
• Keep Consumer Goods (消费品) Fitness equipment, sports gear, and healthy food products sold through Keep's e-commerce channels (Keep Mall, Tmall, JD.com), including professional training equipment and nutritional supplements to support users' fitness needs.
• Keep Mall (Keep 商城) Keep's proprietary online store offering professional fitness equipment, sports gear, and healthy food products, providing a one-stop shopping destination for users' fitness consumption needs; accessible via the Keep Mall web storefront as well as Tmall and JD.com flagship stores.
• Keep Training Courses (训练课程) Extensive library of workout courses covering strength training, HIIT, yoga, running, cycling, stretching, meditation, dance fitness, boxing, basketball, rope skipping, Tai Chi FIT, and sports exam preparation, delivered through the Keep App with structured progressions and difficulty levels (K1-K3) for individual fitness consumers.
• Keep Exercise Library (动作库) Comprehensive exercise database organized by body part (chest, back, shoulders, arms, neck, abs, waist, hips, legs, full body) containing thousands of individual exercises with detailed instructions, step-by-step guides, breathing techniques, common mistakes, and visual demonstrations for individual fitness consumers.
• Keep Membership Physical Card (会员实体卡) Physical membership cards redeemable via QR code scan for Keep membership benefits in the Keep App; available in 30-day, 60-day, and 365-day validity periods, must be redeemed within 30 days of purchase, and can be gifted before redemption.

Quantifiable outcome

• Membership penetration increased from 10.6% to 12.6%
• +1 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Peloton: Peloton is the closest direct peer — a connected fitness platform combining subscription content, smart hardware (bikes, treadmills), and community. Both companies pursue an integrated hardware-plus-content-plus-subscription model targeting fitness enthusiasts, though Peloton is US-focused and further along the post-pandemic reset curve.
• Strava: Strava is a leading fitness tracking app with strong community and subscription features, particularly for runners and cyclists. Highly comparable to Keep's outdoor running module and community engagement features, with a similar freemium-to-subscription monetization model.
• MyFitnessPal: MyFitnessPal is a calorie tracking and nutrition platform with subscription tiers — directly comparable to Keep's diet tracking, calorie monitoring, and meal planning features. Both serve health-conscious consumers with freemium fitness apps.

Emerging players

• Freeletics: Freeletics is an AI-powered fitness coaching app with personalized training programs. Comparable to Keep's AI fitness coaching capabilities, though Freeletics focuses primarily on bodyweight training and is geographically focused in Europe rather than China.
• Whoop: Whoop is a subscription-based wearable fitness tracker with membership model for performance insights. Comparable to Keep's smart hardware-plus-subscription integration, though Whoop focuses on recovery and strain metrics rather than exercise content.
• Tonal: Tonal is a smart home gym with AI-powered strength training and subscription content. Direct parallel to Keep's smart hardware + content ecosystem model in the strength training vertical, though Tonal is US-focused with premium home installation positioning.
• Calm: Calm is a leading meditation and wellness app with subscription model. Relevant peer for Keep's expanding meditation feature (300,000+ monthly searches) and adjacent wellness positioning, though focused primarily on mental rather than physical fitness.

Broad incumbents

• Apple Fitness+: Apple Fitness+ is Apple's subscription fitness service integrated with Apple Watch. A broad incumbent offering similar workout content, trainer-led classes, and integration with hardware — competes with Keep for premium subscription dollars, though backed by Apple's ecosystem.
• Nike Training Club: Nike Training Club is Nike's fitness app offering guided workouts and training content. Comparable content library approach to Keep's training courses, though bundled within Nike's broader sports apparel ecosystem and free rather than subscription-led.
• Fitbit (Google): Fitbit is a wearable fitness tracker owned by Google with subscription-based premium insights. Comparable to Keep's wearable device offering and workout tracking features, though Fitbit is part of Google's broader ecosystem with global scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds7 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Keep