The fitness firm co-founded by millennial influencers Laura Henshaw and Stephanie Miller (Keep It Cleaner) is meeting with investors ahead of a UK expansion this year.
The fitness company co-founded by millennial influencers Laura Henshaw and Stephanie Miller, Keep it Cleaner, is entering a new chapter, gearing up for an offshore expansion and testing the market for its first capital raise.
“We want to make sure we don’t rush it, and we want to bring on a strategic partner that’s aligned with our vision.”The pair is also plotting an expansion to the UK in the next six months. The business also has a compound annual revenue growth rate of 28 per cent over the last three years, and it is cashflow positive.When shifting from a website to the app, Ms Henshaw said they structured their business plan around one key philosophy she had read in a business book – you need five months of financial coverage to be secure.
This, Ms Henshaw says, positions KIC well against its competitors in an environment where return on investment from advertising on Instagram and Facebook has dropped markedly since Apple changed its privacy policies to let users stop apps from tracking them.“For businesses that have relied on putting 95 per cent of their budget into paid marketing, their core growth channel has become a lot harder,” she said.
The co-founders have also brought their app development in-house and invested in data analytics to drive their business decisions, ranging from what content users want to what time of day to launch new products.
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