Kic

What Kic does

KIC Wellness is an Australian consumer health and wellness company operating a mobile-first platform centered on the KICApp, an iOS and Android subscription application that bundles movement classes (Pilates, yoga, strength, HIIT, hybrid training, running programs via KICRun, and pre/postnatal programs via KICBump), nutrition content (Nourish, 1000+ recipes), and mindset tools (meditation, journaling). The underlying platform is a content-rich native mobile app with personalized recommendations via the 'Today page,' content libraries exceeding 1,000 workouts, 20+ structured programs, and 100+ mindset practices, supported by no-equipment, 5–30 minute class formats aimed at beginner and time-constrained users.

The business model is direct-to-consumer and recurring-revenue-led: annual and monthly app subscriptions with a 7-day free trial form the primary stream, supplemented by a physical studio (KIC Studio in Cremorne, Melbourne) offering in-person Pilates, strength and calm classes under a somatic movement methodology, and an e-commerce arm (KICShop) selling tea, incense, Pilates kits, journals and gift bundles. Go-to-market is product-led and community-led, relying on app store distribution, multi-platform social (Facebook, Instagram, YouTube, TikTok, LinkedIn), The Ritual Newsletter, run clubs and live events, with PR coverage in Vogue, Marie Claire, Women's Health, Broadsheet and Pedestrian reinforcing brand credibility. Customer concentration is at the long-tail individual level, with founders Steph Claire Smith and Laura Henshaw serving as the public face of the brand; the company is privately held with no disclosed funding rounds and operates with 11-50 employees.

Name

Kic

Legal name

KIC Wellness

Website

https://kicapp.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

KIC Wellness is an Australian direct-to-consumer health platform offering a subscription mobile app that combines movement classes, nutrition, mindfulness, and running programs, supported by a physical Pilates studio in Cremorne and an e-commerce wellness shop.

Ownership category

akta.pro rank

Product category

Health & Fitness Mobile App

NAICS

Personal Care Services (8121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

akta.pro secondary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• Wellness mobile app
• Fitness subscription platform
• Pilates training classes
• Nutrition recipe content
• Mindfulness meditation app

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. App Subscription: Annual and monthly subscription plans for KICApp access including all workout classes, programs, recipes, meditation, and mindset tools. Free 7-day trial offered to drive conversion.
2. Studio Classes and Memberships: In-person Pilates, strength and calm classes at KIC Studio in Cremorne. Studio memberships available for regular class access.
3. Product Sales: E-commerce sales of wellness products including tea, incense, Pilates kits, journals, and gift bundles through the KIC Shop.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

KIC offers an all-in-one wellness platform delivered through the KICApp, a mobile subscription application providing 1000+ workouts, 20+ expert programs, 100+ mindset practices, and 1000+ recipes spanning movement (Pilates, yoga, strength, HIIT, running), nutrition, and meditation. The company also operates KIC Studio, a physical Pilates and strength studio in Cremorne, Australia, and KICShop, an e-commerce store selling wellness products including tea, incense, Pilates kits, journals, and gift bundles.

Product overview

KIC is a comprehensive wellness platform built around a mobile-first approach. The core product is the KICApp, a unified wellness application offering movement classes, nutrition content, and mindset tools across multiple modules: KICRun (running programs), KICBump (prenatal/postnatal fitness), Pilates, Strength & Gym, Hybrid Training, Yoga, Nourish (nutrition/recipes), and Mindset (meditation). The platform extends to a physical presence through KIC Studio in Cremorne, and a retail component via KICShop selling wellness products. Additional offerings include Rituals (intentional daily practices) and The Ritual Newsletter for community engagement. The company has achieved over 1 million downloads and maintains a 4.8/5 star rating across 11,000+ App Store reviews.

Differentiator

Problem solved

Functional benefit

Brands

• KICApp: Mobile wellness application featuring movement classes, recipes, and mindset tools.
• KICStudio
• KICShop
• KICRun
• KICBump
• Nourish
• Rituals

Products and services

• KICApp The primary mobile wellness application offering movement classes, recipes, and mindset tools for individual consumers seeking holistic wellness. Features include personalized recommendations via the Today page, video-based workout classes, guided meditations, and structured programs across multiple fitness modalities.
• KICRun Structured running programs that help users build endurance from beginner levels (0-3km) through intermediate (0-5km) and beyond, including goal-based training plans accessible through the KICApp.
• KICBump Prenatal and postnatal fitness programs designed for expecting mothers and new parents, offering safe and appropriate exercise throughout pregnancy and postpartum recovery periods.
• KIC Studio Physical Pilates, strength and calm studio located in Cremorne, Australia, offering in-person classes grounded in somatic movement principles for local community members.
• KICShop E-commerce store offering wellness products including tea, incense, Pilates kits, journals, and gift bundles designed to support daily wellness rituals.

Quantifiable outcome

• 4.8/5 stars across 11k App Store reviews
• +1 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sweat: Kayla Itsines' women's fitness subscription app offering structured training programs and nutrition content; directly comparable as a female-focused, influencer-led, app-first fitness brand targeting similar busy-women personas.
• Glo: Yoga and Pilates-led subscription app with live and on-demand classes; highly comparable to KIC's Pilates/yoga core plus mindset (meditation) offering within a single subscription.
• Alo Moves: Lifestyle-branded yoga, Pilates, and mindfulness app from Alo Yoga; comparable in bundling movement and mindfulness content with a strong brand and apparel adjacency similar to KIC's shop.

Broad incumbents

• Peloton: Connected-fitness incumbent with a broad subscription app and hardware ecosystem; comparable as an app-first fitness subscription but at vastly larger scale and with hardware dependency.
• Apple Fitness+: Apple's integrated workout and meditation subscription bundled with Apple Watch; a deep-pocketed incumbent whose bundling and pricing pressure KIC must contend with on iOS.
• Nike Training Club: Free Nike-branded training app covering strength, yoga, and HIIT; comparable in content categories and D2C distribution, with much larger brand and content budgets.
• Headspace: Leading meditation and mindfulness subscription; comparable to KIC's Mindset pillar and a benchmark for converting free-trial users into paid mindfulness subscribers.
• Calm: Meditation, sleep, and wellness subscription; comparable to KIC's Sleep and Mindset offerings and an aspirational benchmark for category leadership and brand recognition.

Emerging players

• P.volve: Women's-focused functional fitness brand with a streaming subscription and studios; comparable to KIC in targeting women with boutique-quality programming and an app-plus-retail model.
• Tonal: Connected strength-training platform with subscription content; relevant adjacency as a premium, content-led home fitness brand competing for the same high-intent consumer wallet share.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCfacjXguCGmsQkNZG1GA-Og
• Facebookfacebook.com/kicapps
• LinkedInlinkedin.com/company/kicapp
• Instagraminstagram.com/kic
• TikToktiktok.com/@kic

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

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 Kic