Australian health and wellness app sets sights on the UK, as the market’s appetite for guidance on healthy living continues to grow

A leading health and wellness app; KIC, co-founded by Australian fitness duo Steph Claire Smith and Laura Henshaw, is set to launch in the UK on the back of huge success down under.

KIC has identified a gap in the UK market for a holistic, sustainable and affordable programme with a diverse product offering that champions movement, mindfulness and meals, with no dieting or calorie counting. With a substantial, global audience from over 120 countries, KIC is ready to focus on one of its strongest markets outside of Australia and has commenced plans to shake up the British wellness space.

The app delivers a wellness wonderland, with over 600 workouts, 60 meditations and 700 dietician approved recipes, as well as audio guided KICRUN programmes and KICBUMP pre & postnatal Pilates classes. There is significant investment behind personalisation within the product experience to ensure it remains ahead of the fitness technology game, and to give its users a reason to use the app everyday.

Smith and Henshaw founded KIC in 2015 as an e-book of tasty recipes. They bonded over the mutual struggles experienced from the modelling industry on diet culture and negative body image. Together, they redefined what healthy living meant to them and shared a desire to educate others to fuel their lifestyles with nourishing recipes that tasted good, and to feel proud inside and out.

Laura Henshaw, CEO and co-founder of KIC said they are proud of its anti-diet culture approach and truly believes this will resonate with women and non-binary people in the UK.

“Through extensive market research, we’ve found that Australia and the UK have similar values and characteristics – there’s a reason why so many Aussies visit and move to the UK and vice versa. In fact both of Steph’s parents are from the UK originally, so there’s a personal connection that has driven us here too,” she said.

Revenues for health and fitness mobile apps are thriving. Grand View Research states that the global fitness app market size was valued at USD 1.1 billion in 2021 and is forecasted to grow at a CAGR of 17.6% from 2022 to 2030. Furthermore, according to Apptopia, in 2021 fitness apps were downloaded over 400 million times, and generated $5.35 billion revenue in 2021, a 54% increase on the year prior.

KIC has experienced exponential growth – in 2021, over 1.1 million workouts and 70,000 meditations were completed, and over 3.7 million KIC recipes were turned into delicious meals by the KIC community, helping to fuel an active lifestyle and a healthy relationship with food. Australians alone are using KIC to meditate for more than 4,000 minutes every day.

The company prides itself on being built on community and connection, with a loyal following of 2.1M followers, over 8,000 5 star reviews on iOS and over 500,000 app downloads since launching as an app in 2017.

“We are not only experiencing robust, organic growth in the UK, but also in the US and New Zealand,” said Henshaw.
“It’s empowering to see community members from around the world use the KIC app to fuel their lifestyle. One of our key differentiators is our direct connection with our community – something that has always remained at our core – and the response from the UK tells us that now is the time to localise our offering to continue to grow our community here,” she added.

KIC is a privately held technology SAAS (software as a service) business that operates off three subscription tiers, priced at £14.99 per month, quarterly at £39.99 or annually at £99.99 and is available in Apple Store/Google Store. The KICPOD, KIC’s own podcast channel, can be downloaded from wherever you get your podcasts from.

Visit https://keepitcleaner.com/ for more information and to start your 7 day free trial.

About KIC
KIC is a leading Australian health and wellness app transforming how people use mindfulness, movement and meals to find their feel-good. At home, in the gym, or on the go, KIC’ it your way with 1000+ workouts and meditations and delicious, nourishing recipes from a team of experts in the palm of your hand.