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

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.