Keep on Running

What Keep on Running does

Keep-on-Running! B.V. is a Dutch private limited company founded in 2009 by Paul Postema and headquartered at Singel 137 in Amsterdam. The company operates a portfolio of running-focused media and event products serving the Dutch running community, centered on the Keep-on-Running.nl website and the 'De leukste lopen' online running calendar, which together function as a discovery layer for running events in the Netherlands. The product set extends to physical publications — hardloopscheurkalenders (tear-off running calendars) and loopboekjes (running booklets) — and to the organization of hardloopevents, making the company simultaneously a niche media publisher and a small-scale event operator.

The business model combines media publishing with event execution: monetization derives from running-event listings and calendar publication sales, supplemented by event organization revenue, though no pricing, revenue figures, customer counts, or contract terms are disclosed. The company controls a first-party audience asset in the form of a 24,000-email-address database built up over nearly 15 years of operation. Distribution is conducted through Keep-on-Running.nl as the primary digital destination, supported by physical print products and direct contact ([email protected]) for editorial and acquisition inquiries.

As of 2025, the company has publicly announced it is seeking a successor entrepreneur to acquire Keep-on-Running.nl, the 'De leukste lopen' platform including its underlying technology, and the 24,000-email database, signaling an impending wind-down or transfer of operations after nearly 15 years. The platform is no longer actively being sold or scaled as a going concern in the source material, and no current GTM motion, pricing model, customer logos, or partnership terms are documented.

Name

Keep on Running

Legal name

Keep-on-Running! B.V.

Website

https://keep-on-running.nl

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Keep-on-Running! B.V. is a Dutch running-media and events company founded in 2009 that publishes the Keep-on-Running.nl online running calendar, print running calendars and booklets, and organizes running events for the Netherlands running community, and is now seeking a successor.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Core offering

Keep on Running operates an online running calendar platform (Keep-on-Running.nl / De leukste lopen) that aggregates and promotes running events for the Dutch running community. The company complements the digital platform with physical publications (hardloopscheurkalenders — running tear-off calendars, and loopboekjes — running booklets) and the organization of running events (hardloopevents).

Product overview

Keep on Running operates as a running-focused media and events company with a multi-product portfolio. The core digital platform consists of Keep-on-Running.nl (the online running calendar) and De leukste lopen (the running calendar with associated technology), which together serve as the primary discovery mechanism for Dutch running events. Physical products include hardloopscheurkalenders (running tear-off calendars) and loopboekjes (running booklets), while the company also organizes hardloopevents (running events). The portfolio represents a unified running ecosystem spanning digital calendars, physical publications, and live event organization, all under the Keep on Running! B.V. corporate entity based in Amsterdam.

Differentiator

Problem solved

Functional benefit

Products and services

• Keep-on-Running.nl Online running calendar platform that serves as the primary digital destination for Dutch runners to discover and participate in running events.
• De leukste lopen Running calendar offering that aggregates Dutch running events, including the underlying technology platform that powers event discovery.
• Hardloopscheurkalenders (Running tear-off calendars) Tear-off running calendars (physical product) published by the company, featuring daily or weekly motivational content for runners.
• Loopboekjes (Running booklets) Running booklets published by the company, providing guides, event information, or training content for runners.
• Hardloopevents (Running events) Running events organized by the company, representing the physical event execution component of the Keep-on-Running ecosystem.

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights1 record

Direct peers

• Strava: Global running and cycling social platform with community, event discovery, and activity tracking. Most directly comparable to Keep-on-Running's online running calendar and community-building role, though at vastly larger scale.
• Runner's World: Global running media brand (Condé Nast) producing running publications, calendars, and event-related content. Directly comparable to Keep-on-Running's media and content publications (loopboekjes, hardloopscheurkalenders).
• LetsRun.com: Online running community and news platform. Comparable to Keep-on-Running's online running calendar and editorial/community engagement focus.
• Parkrun: Free weekly community running events organized globally. Directly comparable to Keep-on-Running's hardloopevents service, representing the live event organization component of the platform.
• Fleet Feet: US running retail and event organization franchise that combines community running events with content and training programs. Comparable to Keep-on-Running's combination of community, events, and content.
• New York Road Runners (NYRR): Major running event organizer that operates races and community programs. Comparable to Keep-on-Running's running event organization and event discovery functionality, but at a much larger scale.

Regional players

• Atletiekunie (Royal Dutch Athletics Federation): Dutch national athletics federation governing running events and athletics in the Netherlands. Operates in the same Dutch running ecosystem and engages with overlapping audiences, event organizers, and PR partners.
• Great Run: UK-based running event organizer hosting mass-participation races. Comparable in event organization scope but operates in a different geography from the Netherlands-focused Keep-on-Running.

Broad incumbents

• World Athletics: Global governing body for athletics including running. Sets the framework for running events and calendars that platforms like Keep-on-Running aggregate and promote.
• Brooks Running: Major running brand producing running media, events, and community programs. Broader in scope but overlaps with Keep-on-Running's running media and event-discovery role.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/keep-on-running

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 on Running