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Starting as a health and fitness passion project for Melbourne-based Co-Founders Steph Claire Smith and Laura Henshaw, Keep it Cleaner (KIC) has transformed the digital fitness and wellbeing space. The inclusive platform offers a sustainable program of workouts, healthy recipes, and wellbeing content to its community of like-minded subscribers.
Last month, as part of Honan’s Wellbeing offering, KIC partnered with us to provide all staff with free access to its app. To mark the occasion, Laura joined our company-wide launch and took us through a high-intensity home workout. After we’d cooled down, we caught up with Laura to learn a little more about the brand and its whirlwind evolution to date.
To inspire people to embrace a healthier lifestyle through a supportive community.
We have had some incredible growth since we first partnered with Honan in 2018 - our business has evolved so much. We started as a team of three, which has grown into a team of 15 awesome individuals and the best team we could ask for. It is really important to us at KIC to continue improving our value offering for our community - the product is ever-evolving. We now have an in-house development team and have had some really great product launches this year. We introduced KICBUMP, a pre and postnatal offering on the app and we have just launched, KICRUN, a 0-5km guided run program to help our users build up their running fitness.
We are community-led, and while a lot of organisations say that they operate this way, at KIC we are proud that we truly do. We have a private Facebook community with over 44,000 members who we connect with every day. Our community really helps to lead our innovation, and we connect with them often to ensure the product is delivering on objectives. You can never underestimate the power of really listening to your users or consumers – they have incredible insights and perspective that is sometimes hard to gauge when you are working in the business day-to-day.
We are a hybrid business, existing in health/tech, and subscription, and while the industry is growing, we believe it is so important at KIC that we are always innovating and really leading in the space. Tech is ever-evolving, and in the app industry, you absolutely cannot release an app and then rely on it for a long period without constant updates and innovation. You can’t stop innovating or you will be left behind.
This was such an amazing initiative from Honan, and we are really honoured at KIC to be able to support the Honan employees on their health journeys. Focusing on our health and wellness is essential, and something that makes such a big difference to how we can show up in every area of our lives, including at work. We spend so many hours at work each week, and so it is essential we are really looking after ourselves within and outside of these hours. Making healthy choices can help clear and de-stress our minds, enable us to focus more, to be more energised, and generally feel more positive.
We have so much in the works for KIC in the next year, and we are so excited to share it. There is so much new value coming to our product, including new workouts, recipes, and plenty more.
Be clear on who you are and your ‘why’ as a business. This seems like such a simple piece of advice but so many businesses lose sight of this, and it is really costly and time-consuming to navigate back from. It is important to be continually innovating as a business, but don’t let that take you away from remembering why your customers connect with your product or offering in the first place. As a business we do not need to do it all and appeal to everyone, we just need to do what we do, really well.
