The Research on the Business Model Innovation Mechanism of Internet Fitness Platforms-Taking Keep Fitness as an Example
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The Research on the Business Model Innovation Mechanism of Internet Fitness Platforms-Taking Keep Fitness as an Example

Haofu Liu 1*
1 Xidian University
*Corresponding author: 21069100114@stu.xidian.edu.cn
Published on 24 September 2025
Journal Cover
AEMPS Vol.220
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-389-5
ISBN (Online): 978-1-80590-390-1
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Abstract

With the continuous improvement of global health and fitness awareness, online fitness platforms have rapidly become an important part of the fitness industry. By leveraging digital technology and integrating O2O (Online-to-Offline), such platforms are reshaping user experience and service models. However, due to the partial homogenization of online fitness products, user stickiness will further become the commercial marketing focus of Internet fitness platforms. This study takes Keep, a leading online fitness platform in China, as a case. Based on its annual financial report, operational data and user questionnaire survey, and combined with SPSS for statistical analysis, it explores its business model innovation and operational effectiveness. The research results show that Keep has maximized the high stickiness of users through its "trinity" innovative mechanism. However, considering the cost control in the technological innovation mechanism, the article suggests that a balance between user activity and profitability can be achieved by optimizing the revenue structure, enhancing high-margin businesses, and introducing intelligent training programs. This study aims to provide practical references and theoretical inspirations for the digital transformation and sustainable development of global online fitness platforms.

Keywords:

Business model, Mechanism Research, O2O, Data analysis, Fitness

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Liu,H. (2025). The Research on the Business Model Innovation Mechanism of Internet Fitness Platforms-Taking Keep Fitness as an Example. Advances in Economics, Management and Political Sciences,220,1-10.

References

[1]. Li, L. Y., and Lee, L. Y. (2022). Factors affecting consumer behaviour in omni-channel marketing of the fitness industry: motivation and attitude towards O2O channels. Journal of Cases on Information Technology (JCIT), 24(1), 1-10.

[2]. Zhang Qian. (2016). The impact of APP on the sports and fitness industry under the Internet O2O mode. Western Leather, 38 (24), 100.

[3]. Kang, D., & Kim, S. (2018). The effects of O2O service factors on sequel service adoption: O2O service quality dimensions and perceived fit.

[4]. Hsu, C. L., & Lin, J. C. C. (2020). Understanding continuance intention to use online to offline (O2O) apps. Electronic Markets, 30(4), 883-897.

[5]. Yu, L. (2020). RETRACTED ARTICLE: A novel E-commerce model and system based on O2O sports community. Information Systems and e-Business Management, 18(4), 557-577.

[6]. Chen, C. C., Hsiao, K. L., and Hsieh, C. H. (2019). Understanding usage transfer behavior of two way O2O services. Computers in Human Behavior, 100, 184-191.

[7]. MYUNG, J. D., and KIM, B. Y. (2022). Effects of medical O2O platform quality components on continuous use intention to information distribution. Journal of Distribution Science, 20(10), 105-117.

[8]. Wu, A. (2022). Big data boosts the development of china fitness industry-take keep app as an example. In 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), Atlantis Press, 984-988.

[9]. Zhong, W., Quan-An, G., Zhi-Chao, M., and Chuan, Z. (2016). Study on ontology model of sports products after-sale O2O service. In 2016 International Conference on Industrial Informatics-Computing Technology, Intelligent Technology, Industrial Information Integration (ICIICII) , IEEE, 57-60.

[10]. Zhang, K., Yang, T., Liu, Z., Yi, C., Hou, Y., and Wu, T. (2025). Effects and functional mechanisms of digital fitness platforms on online fitness payment behavior under the perspective of “She-economy”. PloS one, 20(3), e0319246.

[11]. Wang, H., Muangmee, C., Meekaewkunchorn, N., Cao, H., and Sattabut, T. (2022). Evaluating the Marketing Strategy of Sports and Fitness Enterprises based on 4C Marketing Theory. In Proceedings of the 4th International Conference on Management Science and Industrial Engineering, 29-37.

[12]. Wu, B., Luo, P., Li, M., and Hu, X. (2022). The impact of health information privacy concerns on engagement and payment behaviors in online health communities. Frontiers in psychology, 13, 861903.

[13]. Yang, R., and Yu, X. (2017). Research on way of evaluating cloud end user behavior's credibility based on the methodology of multilevel fuzzy comprehensive evaluation. In Proceedings of the 6th International Conference on Software and Computer Applications, 165-170.

[14]. Lian, N., Chen, Y., and Wang, X. (2024). A study on the impact of cultural IP image on advertising communication: A case study of Bing Dwen Dwen. Media and Communication Research, 5(2), 38-45.

[15]. He, M. (2023). The Integrated High-Quality Development of Sports Undertakings in Shandong Peninsula Urban Agglomeration. In Proceedings of The 7th International Conference on Contemporary Education, Social Sciences and Humanities (Philosophy of Being Human as the Core of Interdisciplinary Research)(ICCESSH 2022), Springer Nature, 694, 306.

[16]. Li, W., Zhang, Q., Wang, X., Liu, H., and Zhang, Z. (2022). Research on the Construction of Training Mechanism of Talents with Sports Plus Wealth Management Characteristics. In The 7th International Conference on Contemporary Education, Social Sciences and Humanities (Philosophy of Being Human as the Core of Interdisciplinary Research)(ICCESSH 2022), Atlantis Press, 274-282.

[17]. Liu, Y., Li, T., and Gao, Y. (2025). Sustainable Decision Systems in Green E-Business Models: Pricing and Channel Strategies in Low-Carbon O2O Supply Chains. Sustainability (2071-1050), 17(13).

[18]. ZHOU Ting. (2023). Research on the optimization of O2O operation management mode of L smart fitness supermarket(Master thesis, Northwest A& F University).Master. Retrieved fromhttps: //link.cnki.net/doi/10.27409/d.cnki.gxbnu.2023.002746 doi: 10.27409/d.cnki.gxbnu.2023.002746.

[19]. Feng Shanshan. (2016). Randian Fitness: Using the Sharing Economy as a Private Trainer O2O. Chief Financial Officer, (13), 44-46.

[20]. Keep Inc.(2024). 2024 Annual Report. China: Keep Inc.

References

[1]. Li, L. Y., and Lee, L. Y. (2022). Factors affecting consumer behaviour in omni-channel marketing of the fitness industry: motivation and attitude towards O2O channels. Journal of Cases on Information Technology (JCIT), 24(1), 1-10.

[2]. Zhang Qian. (2016). The impact of APP on the sports and fitness industry under the Internet O2O mode. Western Leather, 38 (24), 100.

[3]. Kang, D., & Kim, S. (2018). The effects of O2O service factors on sequel service adoption: O2O service quality dimensions and perceived fit.

[4]. Hsu, C. L., & Lin, J. C. C. (2020). Understanding continuance intention to use online to offline (O2O) apps. Electronic Markets, 30(4), 883-897.

[5]. Yu, L. (2020). RETRACTED ARTICLE: A novel E-commerce model and system based on O2O sports community. Information Systems and e-Business Management, 18(4), 557-577.

[6]. Chen, C. C., Hsiao, K. L., and Hsieh, C. H. (2019). Understanding usage transfer behavior of two way O2O services. Computers in Human Behavior, 100, 184-191.

[7]. MYUNG, J. D., and KIM, B. Y. (2022). Effects of medical O2O platform quality components on continuous use intention to information distribution. Journal of Distribution Science, 20(10), 105-117.

[8]. Wu, A. (2022). Big data boosts the development of china fitness industry-take keep app as an example. In 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), Atlantis Press, 984-988.

[9]. Zhong, W., Quan-An, G., Zhi-Chao, M., and Chuan, Z. (2016). Study on ontology model of sports products after-sale O2O service. In 2016 International Conference on Industrial Informatics-Computing Technology, Intelligent Technology, Industrial Information Integration (ICIICII) , IEEE, 57-60.

[10]. Zhang, K., Yang, T., Liu, Z., Yi, C., Hou, Y., and Wu, T. (2025). Effects and functional mechanisms of digital fitness platforms on online fitness payment behavior under the perspective of “She-economy”. PloS one, 20(3), e0319246.

[11]. Wang, H., Muangmee, C., Meekaewkunchorn, N., Cao, H., and Sattabut, T. (2022). Evaluating the Marketing Strategy of Sports and Fitness Enterprises based on 4C Marketing Theory. In Proceedings of the 4th International Conference on Management Science and Industrial Engineering, 29-37.

[12]. Wu, B., Luo, P., Li, M., and Hu, X. (2022). The impact of health information privacy concerns on engagement and payment behaviors in online health communities. Frontiers in psychology, 13, 861903.

[13]. Yang, R., and Yu, X. (2017). Research on way of evaluating cloud end user behavior's credibility based on the methodology of multilevel fuzzy comprehensive evaluation. In Proceedings of the 6th International Conference on Software and Computer Applications, 165-170.

[14]. Lian, N., Chen, Y., and Wang, X. (2024). A study on the impact of cultural IP image on advertising communication: A case study of Bing Dwen Dwen. Media and Communication Research, 5(2), 38-45.

[15]. He, M. (2023). The Integrated High-Quality Development of Sports Undertakings in Shandong Peninsula Urban Agglomeration. In Proceedings of The 7th International Conference on Contemporary Education, Social Sciences and Humanities (Philosophy of Being Human as the Core of Interdisciplinary Research)(ICCESSH 2022), Springer Nature, 694, 306.

[16]. Li, W., Zhang, Q., Wang, X., Liu, H., and Zhang, Z. (2022). Research on the Construction of Training Mechanism of Talents with Sports Plus Wealth Management Characteristics. In The 7th International Conference on Contemporary Education, Social Sciences and Humanities (Philosophy of Being Human as the Core of Interdisciplinary Research)(ICCESSH 2022), Atlantis Press, 274-282.

[17]. Liu, Y., Li, T., and Gao, Y. (2025). Sustainable Decision Systems in Green E-Business Models: Pricing and Channel Strategies in Low-Carbon O2O Supply Chains. Sustainability (2071-1050), 17(13).

[18]. ZHOU Ting. (2023). Research on the optimization of O2O operation management mode of L smart fitness supermarket(Master thesis, Northwest A& F University).Master. Retrieved fromhttps: //link.cnki.net/doi/10.27409/d.cnki.gxbnu.2023.002746 doi: 10.27409/d.cnki.gxbnu.2023.002746.

[19]. Feng Shanshan. (2016). Randian Fitness: Using the Sharing Economy as a Private Trainer O2O. Chief Financial Officer, (13), 44-46.

[20]. Keep Inc.(2024). 2024 Annual Report. China: Keep Inc.

Cite this article

Liu,H. (2025). The Research on the Business Model Innovation Mechanism of Internet Fitness Platforms-Taking Keep Fitness as an Example. Advances in Economics, Management and Political Sciences,220,1-10.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Data-Driven Decision Making in Business and Economics

ISBN: 978-1-80590-389-5(Print) / 978-1-80590-390-1(Online)
Editor: Lukášak Varti
Conference website: https://2025.icftba.org/Bratislava.html
Conference date: 12 December 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.220
ISSN: 2754-1169(Print) / 2754-1177(Online)

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