Keep Holdings

What Keep Holdings does

Keep Holdings is described in firmographic data as a private, US-based company (New York) founded in 1997 with 11-50 employees that offers products focused on advertising, commercial email, and e-commerce to enhance the link between consumers and brands. The venture funding record — three disclosed rounds totaling approximately $47.15M in 2010, 2011, and 2015 from investors including DCM Ventures, Spark Capital, Oak Investment Partners, First Round Capital, Lerer Hippeau, Bessemer Venture Partners, Betaworks, True Ventures, Greenwich Technology Partners, and The New York Times — and the named leadership (Scott Kurnit, founder & CEO; Courtney Slautterback Harwood, SVP marketing; Charles Myslinsky, general manager) are consistent with a digital advertising and commerce business.

However, the bulk of source material describes a materially different entity — Keep (卡路里科技 / Beijing Kaluli Technology Co., Ltd.), a Chinese fitness technology company founded in 2014, headquartered in Beijing Chaoyang District, operating a mobile fitness platform serving 200M+ users with a 29,747+ course content library, integrated smart hardware (Keep 智能硬件), proprietary e-commerce (Keep Mall at mo.gotokeep.com), Tmall and JD.com flagship stores, and physical membership subscription cards (30/60/365-day validity). These two profiles cannot both describe the same operating business, and the input data does not reconcile them; downstream analysis treats this as a data quality flag rather than picking one profile.

The business model, where clearly attributable, combines a freemium mobile app with subscription upsells (membership cards), hardware sales (connected fitness devices), and e-commerce (fitness equipment, sportswear, healthy food) distributed through proprietary and third-party channels. The stated distribution footprint is global for the app (iOS/Android stores) and single-country (China) for commerce. Regulatory disclosures (Network Culture Business License, Radio and Television Program Production Permit, Food Business License JY11105262818849, Beijing ICP filing 14051192) all sit with the Chinese operating entity, not the NYC firmographic profile.

Name

Keep Holdings

Legal name

北京卡路里科技有限公司

Website

https://keep.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Keep Holdings is a private company offering products focused on advertising, commercial email, and e-commerce to link consumers and brands; source material also describes a Chinese fitness platform (Keep/卡路里科技) operating a mobile app serving 200M+ users, e-commerce, smart hardware, and subscription memberships.

Ownership category

akta.pro rank

Product category

Fitness Mobile App

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Sporting Goods, Outdoor & Fitness DTC (CRAFACAJ)

akta.pro secondary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

Keywords

• Fitness mobile app
• Workout training courses
• Exercise tracking platform
• Connected fitness hardware
• Fitness e-commerce

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Keep 商城 (Keep Mall) - Consumer Goods: E-commerce sales of professional fitness equipment, sports gear, and healthy food products through Keep's own mall and third-party marketplace stores.
2. 会员订阅 (Membership Subscription): Keep membership card (实体卡) available in 30-day, 60-day, and 365-day validity periods. Members receive exclusive workout courses, features, and privileges within the Keep App.
3. 智能硬件销售 (Smart Hardware): Sales of proprietary smart fitness hardware devices including smart bikes and other connected equipment that integrate with the Keep app ecosystem.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Keep Holdings operates a mobile fitness platform through the Keep App, delivering structured workout courses, exercise tracking, calorie monitoring, outdoor running GPS, yoga, and social community features for individual fitness enthusiasts. The ecosystem extends to e-commerce sales of professional fitness equipment and healthy food through the Keep Mall and third-party marketplaces (Tmall, JD.com), alongside connected smart fitness hardware devices that integrate with the app.

Product overview

Keep Holdings operates a unified fitness ecosystem combining a core mobile fitness app with complementary products and services. The flagship Keep App provides extensive workout content including HIIT, yoga, dance, and strength training with social community features. The ecosystem includes Keep Mall e-commerce platform for fitness equipment and healthy products, Keep Smart Hardware for connected training devices, Sports Archive (KTS) for personal fitness data tracking, and physical membership cards for offline subscription purchases. Together, these products create an integrated fitness platform serving over 200 million users across China.

Differentiator

Problem solved

Functional benefit

Products and services

• Keep App

Quantifiable outcome

• 200 million+ active users on the platform
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered major.

• 天猫 (Tmall)majorChannel Partner/ Reseller/ DistributorKeep operates an official flagship store on Tmall (keepyd.tmall.com) for distribution of consumer goods including professional fitness equipment and healthy food products. This partnership provides access to Tmall's large consumer base and e-commerce infrastructure.
• 京东 (JD.com)majorChannel Partner/ Reseller/ DistributorKeep maintains an official flagship store on JD.com (mall.jd.com/index-739121.html) for selling smart hardware and consumer goods products, leveraging JD.com's logistics and customer reach in the Chinese market.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Apple Fitness+: Apple Fitness+ delivers instructor-led workout courses via subscription, integrated with Apple Watch and the broader Apple hardware ecosystem. It directly mirrors Keep's content-led subscription approach with the addition of tight hardware-software integration, and competes for the same premium-fitness-consumer segment.
• Peloton Interactive: Peloton operates a subscription fitness content platform tightly integrated with proprietary connected hardware (bike, treadmill, Guide). It is the closest international comparable to Keep's app-plus-hardware-plus-subscription model, with similar unit economics challenges around hardware margin and content monetization.
• Tonal: Tonal sells connected strength-training hardware with a subscription content layer, combining AI-driven workouts with proprietary equipment. Comparable to Keep's smart-hardware-plus-content positioning, though focused on a single equipment category (strength) rather than Keep's broad content portfolio.
• Strava: Strava is a global fitness tracking app with a strong social/community layer, focused on running and cycling. Comparable to Keep's outdoor running, GPS tracking, and social sharing features, though more specialized to endurance sports than Keep's broad content library.
• Zwift: Zwift combines immersive virtual training content with connected hardware (smart trainers, indoor bikes) on a subscription basis. Mirrors Keep's connected-fitness-plus-subscription model in a focused indoor-cycling/running category, and is a comparable benchmark for hardware-integrated fitness engagement.
• Codoon (Gu Dong / \u5495\u5494): Codoon is one of Keep's primary Chinese fitness app competitors, offering workout tracking, running GPS, smart hardware (smart bands, shoes), and a social fitness community. It targets the same Chinese consumer fitness market with a comparable app-plus-hardware-plus-community model.

Regional players

• Xiaomi (Mi Fitness / Xiaomi Fitness): Xiaomi bundles its Mi Fitness (formerly Mi Fit) app with Mi Band and broader ecosystem smartwatches, serving hundreds of millions of users in China and globally. It overlaps Keep's fitness tracking and content positioning but is a platform-integrated offering leveraging Xiaomi's hardware installed base.
• Huawei Health: Huawei Health is the fitness tracking and content platform pre-installed across Huawei's large Chinese smartphone and wearables user base. It competes with Keep for fitness app mindshare and workout content users within the Chinese market, with the structural advantage of OEM-level distribution.

Broad incumbents

• Nike (Nike Training Club): Nike Training Club offers free workout content and trainer-led programs via mobile app, leveraging Nike's broader apparel, footwear, and brand ecosystem. It competes with Keep's free and paid content tiers and reaches a global audience, though its primary business is footwear/apparel rather than fitness services.
• Fitbit (Google): Fitbit combines wearable fitness trackers with the Fitbit app offering guided workouts, health metrics, and a paid premium subscription tier. Now part of Google, it overlaps Keep's fitness tracking, content, and subscription features while leveraging a globally established wearables brand.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/keepholdings
• Facebookfacebook.com/keepcom
• LinkedInlinkedin.com/company/keep-com

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors10 records

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

M&A

Investments

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

Frequently asked questions about Keep Holdings