ASICS Digital

What ASICS Digital does

ASICS Digital is the digital innovation subsidiary of ASICS Corporation (Tokyo Stock Exchange: 7936), operating as a captive software and digital product unit that builds and maintains consumer-facing digital platforms for the global ASICS brand. The company was established through ASICS Corporation's 2016 acquisition of Runkeeper — a running and fitness tracking application originally founded in 2008 — for approximately $225 million. Around 2022, the subsidiary was rebranded from Runkeeper to ASICS Digital to align with the parent company's "Sound Mind, Sound Body" philosophy. Headquartered in Boston, Massachusetts with 101–250 employees organized across Design, Marketing, Insights & Analytics, IT, Human Resources, Omnichannel & Operations, Engineering, and Finance functions, the company has operated remote-first since early 2020 and maintains regional pods around the world.

The company's core consumer product is the Runkeeper mobile and web application — a GPS-based fitness tracking platform offering activity monitoring for running, walking, and cycling, along with training plans, performance analytics, and social/community features on iOS, Android, and web. Beyond the consumer app, ASICS Digital operates omnichannel e-commerce for ASICS.com, executes global marketing campaigns, and runs product, program, and release management functions that support the ASICS brand's digital storefronts worldwide. Marketing is distributed across owned social channels including Facebook, Instagram, YouTube, TikTok, LinkedIn, and a Medium blog (Runkeeper Everyone Every Run).

ASICS Digital generates revenue through its digital product offerings and e-commerce operations as a wholly-owned subsidiary of ASICS Corporation; specific revenue figures, pricing models, and unit economics for ASICS Digital are not publicly disclosed. Its customer base consists of fitness-conscious individual consumers served through direct-to-consumer digital channels, with the subsidiary's go-to-market defined as direct-to-consumer and omnichannel. There is no B2B or enterprise customer segment indicated in the available data, and the Runkeeper app is described as the single primary consumer-facing product line.

Name

ASICS Digital

Legal name

ASICS Digital, Inc.

Website

https://asicsdigital.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

ASICS Digital is the digital innovation subsidiary of ASICS Corporation, operating the Runkeeper fitness tracking app and global e-commerce platforms for the ASICS brand. The Boston-based unit serves fitness-conscious consumers worldwide through mobile apps, digital marketing, and omnichannel operations.

Ownership category

akta.pro rank

Product category

Fitness Tracking Applications

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Computer Integrated Systems Design (7373), Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.) (CRACAQAH)

Keywords

• Fitness tracking software
• Consumer mobile apps
• E-commerce platforms
• Digital fitness services
• Running analytics

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Digital Products and E-commerce: ASICS Digital generates revenue through digital product offerings and e-commerce operations, serving as the digital commerce engine for the ASICS brand globally. The company manages omnichannel operations spanning product management, program management, release management, and e-commerce operations worldwide.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

ASICS Digital is the digital innovation arm of ASICS Corporation, developing and operating consumer-facing digital products including the Runkeeper fitness tracking application (iOS, Android, and web) for GPS-based running, walking, and cycling activity tracking with training plans and community features. The subsidiary also builds and runs ASICS.com global e-commerce and omnichannel digital experiences that connect the ASICS brand directly to consumers worldwide.

Product overview

ASICS Digital operates as a single-product digital fitness platform. Its core offering is the Runkeeper application (formerly the independent Runkeeper app, acquired by ASICS and rebranded under ASICS Digital), which provides GPS-based activity tracking, training plans, performance analytics, and social/community features across mobile (iOS/Android) and web. The product serves individual consumers seeking to track and improve their fitness activities.

Differentiator

Problem solved

Functional benefit

Products and services

• Runkeeper A GPS-based fitness tracking mobile and web application that enables individual consumers to track running, walking, cycling, and other fitness activities, set goals, follow training plans, monitor performance analytics, and engage with a fitness community.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Hack DiversityminorGTM or Marketing PartnerASICS Digital partners with Hack Diversity as part of community connection initiatives, supporting diversity in tech through volunteer opportunities.
• Tech Gives BackminorGTM or Marketing PartnerASICS Digital participates in Tech Gives Back partnerships as part of community volunteering initiatives, giving back to the community through various volunteer opportunities.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Fitbit (Google): Fitbit, owned by Google, offers a fitness tracking app and device ecosystem with deep health and activity monitoring. It competes with Runkeeper for the same fitness-tracking use cases but is tightly coupled to Fitbit/Google hardware and services.
• Garmin Connect: Garmin Connect is Garmin's companion app for its wearables ecosystem, providing activity tracking, training analytics, and community features. It overlaps with Runkeeper but is anchored by Garmin hardware rather than a brand's footwear line.
• Peloton: Peloton provides connected fitness content, hardware, and a digital subscription app. While its primary use cases tilt toward indoor cycling and strength, it competes with ASICS Digital for share of consumer fitness engagement and subscription spend.
• Samsung Health: Samsung Health is a pre-installed health and activity tracking platform on Samsung devices, offering step tracking, running, sleep, and workout logging. It competes with Runkeeper for everyday fitness tracking among Samsung device owners.
• MyFitnessPal: MyFitnessPal is a widely used nutrition and activity tracking app, now part of Francisco Partners. It overlaps with Runkeeper on activity tracking and serves the same fitness-conscious consumer persona with a broader wellness lens.
• Apple Fitness+: Apple Fitness+ is Apple's subscription workout and fitness service integrated with Apple Watch. It competes for the same fitness-conscious consumer attention and wallet, but operates as part of Apple's broader services portfolio rather than as a footwear brand's digital arm.

Direct peers

• Strava: Strava is a leading GPS-based fitness tracking platform with a strong social and segment-based community, directly competing with Runkeeper in the running and cycling tracking market for fitness-conscious consumers.
• Nike Run Club: Nike Run Club is Nike's consumer running app, operating as the digital innovation arm of Nike. It mirrors ASICS Digital's structure as a brand-owned fitness app with community, training plans, and direct tie-ins to the parent brand's footwear.
• Under Armour MapMyRun: MapMyRun is Under Armour's running and fitness tracking app, a direct analog of Runkeeper as a brand-affiliated fitness tracking platform serving running and general fitness users.
• adidas Running (Runtastic): adidas Running, formerly Runtastic, is adidas's owned fitness tracking app, structurally comparable to ASICS Digital as the digital arm of a major athletic footwear and apparel brand.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCcmYRPv2dNVkSWgCp_5M7yA
• Facebookfacebook.com/asics
• LinkedInlinkedin.com/company/asics-digital
• Instagraminstagram.com/asics
• TikToktiktok.com/@asics?lang=en
• Xx.com/ASICSDigital

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 ASICS Digital