Keep Fighting Foundation gGmbh

What Keep Fighting Foundation gGmbh does

Keep Fighting Foundation gGmbh is a registered charitable foundation (gemeinnützige GmbH) established in 2017 by Michael Schumacher's family and headquartered in Bonn, Germany. The foundation was inspired by the global fan movement that used the #KeepFighting and #KeepFightingMichael hashtags and by a #KeepFighting graffito on a Lausanne motorway bridge that Corinna Schumacher observed during hospital visits after Michael's 2013 skiing accident. Its purpose is to continue Michael Schumacher's philanthropic work and to channel the positive energy received by the family back into charitable projects worldwide, under the motivational ethos of "Keep Fighting" and "Never Give Up." The foundation operates with a small team — only a representative director, Alexander Hartman, is named — and is governed by a Board of Trustees comprising Jean Todt (former FIA President and UN Special Envoy for Road Safety), Ross Brawn (former F1 Motorsport Director), Andreas Pohl (Chairman of Deutsche Vermögensberatung DVAG), and Mick Schumacher.

The foundation generates no commercial revenue. Its sole revenue stream is voluntary donations from individuals and organizations accepting its charitable mission, captured through a PayPal donation button on the foundation's website (keepfightingfoundation.org) and amplified through organic social media channels including YouTube, Twitter/X (@keepfighting), Facebook, and Instagram. It does not offer products, services, or proprietary technology; the website was built and is maintained by Stuttgart-based agency herzog kommunikation GmbH, and AFP (Agence France-Presse) provides friendly media support. The foundation serves a horizontal beneficiary segment — general public and needy communities worldwide — and explicitly states a global operational footprint, though no specific programs, grant amounts, geographic distribution of beneficiaries, or financial figures are publicly disclosed.

From a strategic and financial analysis standpoint, the foundation is a family-controlled, non-investment-grade charitable entity under German law. It has no venture capital, private equity, or institutional backing; no funding rounds; no subsidiaries; no M&A activity; and no patent or technology portfolio. The principal asset is the exclusive association with the Schumacher brand and a pre-existing global fan community mobilized during the 2013–2014 recovery period. All value is intangible and reputational, anchored in the personal narrative of Michael Schumacher rather than in scalable operational infrastructure.

Name

Keep Fighting Foundation gGmbh

Legal name

Keep Fighting Foundation gGmbh

Website

https://keepfighting.ms

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Keep Fighting Foundation gGmbh is a German non-profit foundation established in 2017 by Michael Schumacher's family. It runs charitable projects worldwide under the "Keep Fighting" / "Never Give Up" ethos, funded exclusively through donations collected via its website and PayPal.

Ownership category

akta.pro rank

Product category

Charitable Foundation Services

NAICS

Grantmaking Foundations (813211), Grantmaking and Giving Services (8132)

akta.pro primary industry

Private Foundations (BPAGAKAA)

Keywords

• Charitable foundation services
• Philanthropic projects
• Nonprofit fundraising
• Community charity programs
• Social impact initiatives

Headquarters

HQ city

Bonn

HQ country

Germany

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales

Revenue model

1. Donations and Charitable Contributions: The foundation generates revenue through donations from individuals and organizations inspired by Michael Schumacher's legacy and values. The website features a PayPal donation option for supporters to contribute to the foundation's charitable initiatives.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Keep Fighting Foundation gGmbh is a registered German charity (gemeinnützige GmbH) launched in 2017 by Michael Schumacher's family. The foundation operates charitable projects worldwide, continuing Michael Schumacher's philanthropic legacy under the "Keep Fighting" and "Never Give Up" values, and accepts donations via PayPal on its website to fund these initiatives.

Product overview

Keep Fighting Foundation gGmbh is a registered charitable foundation inspired by Michael Schumacher, established in 2017. The foundation does not offer commercial products or services; instead, it operates charitable projects worldwide under the 'Keep Fighting' and 'Never Give Up' values. The foundation maintains an online presence through its website to communicate its mission, accept donations via PayPal, and engage with supporters through social media channels including YouTube, Twitter, Facebook, and Instagram.

Differentiator

Problem solved

Functional benefit

Products and services

• Global Charitable Projects Charitable initiatives operated worldwide by the foundation to continue Michael Schumacher's philanthropic work, supporting communities in need under the "Keep Fighting" and "Never Give Up" values. Targeted at general public and needy communities globally.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• herzog kommunikation GmbHminorOthersStuttgart-based communication agency that realized the Keep Fighting Foundation website. Provides ongoing communication and marketing support services for the foundation.
• AFP (Agence France-Presse)minorOthersListed as a backer with friendly support, AFP is a major international news agency that provides content and imagery support for the foundation.

Recent moves5 records

Expansion highlights3 records

Direct peers

• Mick Schumacher Charity / Racing for Charity initiatives: Charitable efforts associated with Mick Schumacher personally and through racing activities. Comparable given family overlap, motorsport-linked brand, and grantmaking-style charitable fundraising.
• Make-A-Wish Foundation International: Global grantmaking-style charity that funds wishes for children with critical illnesses, accepting donations worldwide via digital channels and social media. Comparable as a globally operating, donation-funded, cause-driven foundation.
• Schumacher Foundation (Continúa / fightforseven): Family-led charitable entities associated with Michael Schumacher or his family that channel donations into philanthropic causes. Most directly comparable given shared Schumacher brand and charitable grantmaking focus.

Regional players

• Deutsche Welthungerhilfe: German-based humanitarian foundation funding development projects worldwide, accepting donations online. Comparable as a German-domiciled gGmbH-style charitable foundation with global project reach.
• Stiftung RTL – Wir helfen Kindern: German charitable foundation supporting children's aid projects, accepting donations via digital channels. Comparable as a regionally-anchored (Germany) grantmaking foundation with a donor-driven model.
• Boris Becker International Foundation: German sports-celebrity-founded charitable foundation supporting children and education causes. Comparable as a German-domiciled, athlete-branded, donation-funded charitable foundation.

Broad incumbents

• UNICEF: Massive global humanitarian grantmaking and program organization accepting donations worldwide through digital channels. Comparable in mission of channeling donor funds to charitable projects benefiting communities globally.
• FIA Foundation: International grantmaking foundation linked to motorsport governance, funding road safety and youth programs worldwide. Comparable given its motorsport linkage and Jean Todt's overlapping involvement.
• Red Cross / IFRC: Largest humanitarian grantmaking and disaster-relief organization, operating globally and accepting donations via digital portals. Comparable as a worldwide donation-funded charitable institution.

Emerging players

• Sega Williams / Formula One drivers' charitable foundations: Charitable foundations set up by individual Formula One drivers or teams, often funded via donations and personal brand leverage. Comparable model: motorsport-celebrity-driven philanthropic foundation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/keepfighting
• YouTubeyoutube.com/channel/UCo9EddcVmMb84ZpKqT22KZg
• Facebookfacebook.com/keepfighting
• Instagraminstagram.com/keepfighting

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Keep Fighting Foundation gGmbh