Keep up

What Keep up does

Keep up (株式会社Keep up) is a privately held Japanese consulting and event-management firm founded in 2007 by Representative Director Akira Asakura (朝倉新) and headquartered in Roppongi, Tokyo. The company specializes in supporting large enterprises and cross-industry entrants in the healthcare, sports, fitness, medical, beauty, and health management sectors to launch new businesses through what it terms "Business OS" (事業OS) design — proprietary organizational and operational systems that allow new businesses to run independently of specific individuals, delivered in approximately 2 months.

The firm operates three core service lines plus a subscription add-on: (1) New Business Development Support (新規事業開発支援), comprehensive consulting from market research through PMF; (2) BIOS Business OS Design Service (BIOS｜事業OS設計サービス), a ¥4,000,000 fixed-price engagement to codify person-independent business operations using AI-augmented design methodology; (3) Sports Healthcare One Day Exhibition (スポーツヘルスケアoneデイ), a proprietary twice-yearly B2B matching event with 35-40 exhibitors and 500+ attending companies, hosted at BIZSPO in Nagatacho and Belsalle Roppongi; and (4) H-LINK, a monthly subscription service from ¥150,000/month launched October 2024 providing professional talent teams for healthcare new business execution. The company claims 80% work-hour reduction and 400% ROI across client engagements, with 95% enterprise satisfaction and 100 cumulative clients supported as of June 2025, against a network of 5,000+ healthcare industry companies.

Commercially, Keep up runs a hybrid revenue model combining high-ticket consulting (BIOS, custom engagements) and event monetization (exhibitor fees, sponsorship) with a small but growing recurring subscription base. It is entirely founder-owned with disclosed paid-in capital of ¥10,000,000, no external venture or private equity funding, and a portfolio of named enterprise clients including NEC, Panasonic, Ajinomoto, DNP, Odakyu Electric Railway, Inabata, and I-PEX. Operations are confined to the Kanto region of Japan, with strategic partnerships extending service delivery capacity (Another works for talent, Dream Gate for medical fitness, I-PEX for prevention/health-tech venture co-creation).

Name

Keep up

Legal name

株式会社Keep up

Website

https://keepup-co.com

Company type

Private

Founded year

2007

Operating status

Operating

Short description

Keep up is a Tokyo-based private consultancy founded in 2007 that designs "Business OS" — person-independent operating systems for new business launches — and runs the proprietary Sports Healthcare One Day B2B exhibition, serving large Japanese enterprises entering the healthcare, fitness, and wellness sectors.

Ownership category

akta.pro rank

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. BIOS (事業OS設計サービス): Core consulting service delivering person-independent business operating systems in 2 months. Priced at ¥4,000,000 per engagement. Targets large enterprises seeking new business development without personnel dependency. A new version is planned for July 2026 public release.
2. H-LINK (月額新規事業開発支援サービス): Monthly subscription service providing professional talent team support for new business development in the healthcare sector. Starting from ¥150,000/month. Covers marketing research, facility development, product/service development, and B2B marketing support.
3. 展示会サービス (Sports Healthcare One-Day Events): Organized trade show and exhibition services. The company hosts 2 major events per year — スポーツヘルスケアoneデイ — with 35–40 exhibiting companies and 500+ cumulative attending companies. Revenue generated from exhibitor fees and sponsorship.
4. 新規事業開発支援: Comprehensive consulting support for new business development in healthcare sector, including market research, hypothesis validation, customer acquisition support through to PMF. Delivered as a bundled service or standalone engagements.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Keep up designs person-independent business operating systems (Business OS) for large enterprises entering the healthcare/fitness sector, delivered in 2 months. The company combines AI technology with a proprietary design methodology to provide new business development support, business OS design consulting (BIOS), and operates the Sports Healthcare One-Day exhibition series (スポーツヘルスケアoneデイ) for B2B matching. It also runs H-LINK, a monthly subscription providing professional talent teams for healthcare new business development.

Product overview

Keep up offers a portfolio of three main service products: (1) 新規事業開発支援 (New Business Development Support) for comprehensive healthcare market entry support from market research to PMF; (2) BIOS｜事業OS設計サービス (Business OS Design Service) for designing organization mechanisms that operate independently of specific personnel, delivered in 2 months; and (3) 展示会サービス featuring スポーツヘルスケアoneデイ, a business matching exhibition event. Additionally, H-LINK provides a monthly subscription model for professional talent team support. All services specialize in the healthcare, fitness, medical, beauty, and health management sectors, with a demonstrated track record of 80% work reduction and 400% ROI improvement for clients.

Differentiator

Problem solved

Functional benefit

Brands

• BIZSPO: Innovation office operated by Keep up as a sports healthcare-focused co-working, matching, and event facility. Also serves as a showroom and demonstration space.
• H-LINK
• スポーツヘルスケアoneデイ
• ヘルスケアビジネスフェア
• ヘルスケアFCフェア

Products and services

• BIOS｜事業OS設計サービス (Business OS Design Service) Consulting service that designs and delivers organizational mechanisms (Business OS) that operate without dependency on specific individuals, completed in 2 months. Priced at ¥4,000,000 per engagement. Aims for 80% man-hour reduction and 400% ROI. Uses latest AI combined with proprietary design methodology to deliver consulting-grade outcomes at approximately 1/10th the cost and 1/3 the time of foreign consulting firms.
• 新規事業開発支援 (New Business Development Support) Comprehensive consulting support for new business development in the healthcare sector, covering market research, hypothesis validation, customer acquisition support through to PMF (Product-Market Fit). Supports companies entering the healthcare market from different industries.
• 展示会サービス / スポーツヘルスケアoneデイ (Sports Healthcare One-Day Exhibition Service) Self-operated B2B exhibition and business matching event specialized in the sports healthcare industry, held approximately twice per year. Each event features 35-40 exhibiting companies and 500+ cumulative attending companies. Connects firms across sports, fitness, medical, beauty, and health management sectors for new business partnerships.
• H-LINK 月額新規事業開発支援サービス (H-LINK Monthly New Business Development Support Service) Monthly subscription service providing professional talent team support for new business development in the healthcare sector. Starting from ¥150,000/month. Covers business planning, promotion system construction, marketing research, facility development, product/service development, and B2B marketing support across fitness, elderly care, sports schools, clinics, and beauty sectors.

Quantifiable outcome

• 80% reduction in man-hours for new business development (average across client companies)
• +6 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Dream Gate (株式会社ドリームゲート)coreStrategic or Co-development Partner · 2 July 2025Partnership agreement signed July 2025 for medical fitness facility setup and operational support. Combines Keep up's new business development expertise with Dream Gate's medical fitness consulting, direct operations, and media platform (Medical Fitness NAVI). Aims to create high social value in the medical/health/fitness sector.
• Dr. Nikaido Akira (二階堂暁医師)minorOthers · 4 March 2025Advisory contract with Dr. Akira Nikaido, Director of Hachiouji Minami-no-jo Heart Rehabilitation Clinic. Dr. Nikaido provides medical expertise for B2B marketing and event operations, with a focus on bridging cardiac rehabilitation (insurance-covered) and wellness/fitness services. He also serves as an ambassador at スポーツヘルスケアoneデイ.
• Athlifes (アスリートライフス創出機構)minorGTM or Marketing Partner · 12 September 2024Luxury sponsor agreement with Athlifes (athlete lifestyle organization). Keep up sponsors Athlifes as an official supporter of athletes. Athlifes aims to establish 'athlete as a way of life' and create a society where athletes of any sport can sustain themselves. Joint sports marketing initiatives and co-hosted events at スポーツヘルスケアoneデイ.
• Another works (株式会社Another works)minorChannel Partner/ Reseller/ Distributor · 1 August 2024Business collaboration using Another works' '複業クラウド' (side-job cloud) platform. Keep up promotes the platform to client companies needing part-time/temporary talent for new business execution support. The partnership extends Keep up's service delivery capacity by providing access to a pool of multi-job professionals for project-based execution.
• Sports House (株式会社スポーツハウス)coreStrategic or Co-development Partner · 9 February 2022Business alliance for new wellness product development. Keep up provides access to its network of wellness brand manufacturers and matching services; Sports House provides retail distribution (Sapporo Sports Kan chain), foreign trade channels, and promotional support. Includes joint product development and promotional package sales using Sports House's retail space and marketing capabilities.
• Odakyu Electric Railway (小田急電鉄株式会社)coreStrategic or Co-development Partner · 4 November 2021Cooperation as a partner for new healthcare business development targeting the Odakyu line area. Keep up was selected as the cooperative partner for health promotion new business development in the Odakyu corridor region, combining Keep up's industry expertise with Odakyu's local market presence.
• I-PEX (イPECキス)coreStrategic or Co-development Partner · 30 July 2020Launched 'BIZSPO Partnership Program by I-PEX' in August 2020, jointly co-creating new businesses in the prevention/health-tech space. I-PEX provides manufacturing expertise (mold technology, precision machining, MEMS, assembly), mass production capacity (17 factories globally), and talent resources (6,000 employees). The program solicits startups and technology companies across four themes: prevention × health-tech, beauty × personal data, pet × healthcare, and health-tech × cross-industry applications.
• Smart Sports Entertainment (株式会社スマートスポーツエンターテイメント)minorStrategic or Co-development Partner · 8 March 2017Business partnership established in March 2017 for joint development of sports consulting services. Combined Keep up's new business development expertise with Smart Sports Entertainment's sports management and association/PR experience. Co-developed consulting services targeting the sports and wellness market.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Informa Markets Japan: Global trade show and exhibition organizer with established Japan operations across healthcare, wellness, and lifestyle verticals. Comparable event-driven business model and industry vertical specialization in healthcare exhibitions that compete for the same exhibitor wallet.
• Yano Research Institute: Long-established Japanese market research and consulting firm specializing in healthcare, life sciences, and wellness verticals. Closely comparable to Keep up in vertical specialization and B2B research/consulting service delivery to Japanese enterprises seeking market entry support.
• RX Japan (Reed Exhibitions Japan): Largest trade show organizer in Japan, operating industry-specific B2B exhibitions across multiple verticals. Operates a comparable event-driven GTM and serves similar mid-market and enterprise exhibitor/attendee audiences seeking industry-specific business matching — the closest direct analog to Keep up's Sports Healthcare One-Day platform.
• Fuji Keizai Group: Japanese market research and consulting firm with deep healthcare, wellness, and consumer verticals. Provides industry intelligence and strategic consulting to enterprises entering or expanding in healthcare — directly comparable to Keep up's research-led new business development offering in the same customer base.
• Creww Inc. Japanese open innovation platform connecting startups with large enterprises for new business co-creation. Operates a comparable community-driven model supporting corporate new business development, with overlapping target customers seeking healthcare/sports market entry partnerships.

Broad incumbents

• Nomura Research Institute (NRI): Major Japanese IT services and consulting firm with established healthcare industry practice. Comparable as a broad incumbent consulting firm with healthcare vertical expertise, though operates at significantly larger scale and broader scope than Keep up.
• Boston Consulting Group Japan: Global management consulting firm with established Japan operations and dedicated healthcare practice. Directly competes for enterprise consulting budgets — Keep up explicitly positions itself as a more cost- and time-efficient alternative to firms like BCG for Japanese healthcare market entry work.
• Mitsubishi Research Institute: Established Japanese research and consulting firm with healthcare policy and industry expertise. Comparable as a broad incumbent operating in healthcare strategy and policy consulting space, with deep enterprise and government relationships.
• ABeam Consulting: Major Japanese-origin management consulting firm with healthcare and consumer industry practices. Comparable broad incumbent for new business development and operational consulting engagements with Japanese enterprises, competing for similar ¥4M+ engagement budgets.
• Recruit Holdings: Large Japanese information services conglomerate with healthcare division and deep enterprise relationships. While not vertically focused on healthcare new business consulting, its scale and broad enterprise network represent a competitive incumbent for corporate new business development budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/keepup01

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Keep up