KIC Wellness: From Digital Platform to National Fitness Brand
Influencer-founded fitness brand KIC (Keep It Cleaner) is poised for national expansion following the overwhelming success of its first physical studio in Melbourne’s Cremorne. The brand, created by Steph Claire Smith and Laura Henshaw, is capitalizing on strong community demand and a growing wellness market.
The Rise of KIC and the Appeal of Community-Focused Fitness
KIC began as an e-book before evolving into a popular app, now downloaded over 850,000 times across 120 countries. Smith and Henshaw have cultivated a significant online following – exceeding 1.7 million on Instagram – by promoting a more realistic and inclusive approach to wellness. The Cremorne studio, designed as a blueprint for future locations, reflects this ethos.
The studio’s design intentionally moves away from traditional gym aesthetics. Mirrors have been removed to shift the focus from appearance to movement and experience. The space incorporates exposed brick, warm terracotta tones, and natural light, creating a welcoming and relaxed atmosphere. A dedicated lounge area encourages post-class connection and community building.
Beyond Workouts: A Holistic Wellness Ecosystem
KIC’s expansion isn’t simply about opening more gyms. New CEO Jane Martino, a serial entrepreneur with experience in the tech and mental health spaces, is tasked with transforming KIC into a comprehensive “wellness ecosystem.” This suggests a broader offering beyond fitness classes, potentially encompassing nutrition, mindfulness, and other wellbeing services.
Classes currently offered at the Cremorne studio include strength training, Pilates, slow flow yoga, and breathwork, with some sessions incorporating infrared heat for recovery. The brand also partners with other wellness-focused businesses, such as Mecca, providing premium beauty products in the studio bathrooms.
The Demand for Experiential Wellness
The enthusiastic response to the Cremorne studio – with thousands joining the waitlist – highlights a growing consumer desire for experiential wellness. People are seeking more than just a workout; they want a sense of community, connection, and holistic support. This trend is particularly strong among millennials and Gen Z, who prioritize experiences over material possessions.
Smith noted the response “gave us a really clear picture of where the demand was, and we would follow that,” indicating a data-driven approach to expansion. Martino emphasized that the studio is designed to be a space where members connect and build relationships, not just complete a workout.
What’s Next for KIC?
Sydney and the east coast of Australia are the immediate targets for KIC’s expansion. The brand’s success demonstrates the potential for fitness businesses that prioritize community, inclusivity, and a holistic approach to wellbeing. KIC’s journey from digital platform to physical spaces signals a broader trend in the fitness industry: the integration of online and offline experiences to create a more engaging and supportive wellness journey.
Frequently Asked Questions
What is KIC? KIC (Keep It Cleaner) is a wellness platform founded by Steph Claire Smith and Laura Henshaw, offering fitness classes, app-based workouts, and a focus on holistic wellbeing.
Where is the first KIC studio located? The first KIC studio is located in Cremorne, Melbourne.
What makes KIC different from other fitness brands? KIC emphasizes community, inclusivity, and a focus on how movement *feels* rather than solely on aesthetics.
Who is the new CEO of KIC? Jane Martino, a serial entrepreneur with experience in tech and mental health, is the new CEO of KIC.
What types of classes are offered at the KIC studio? Classes include strength, Pilates, slow flow, and breathwork, with some incorporating infrared heat.
Did you know? KIC was initially launched as an e-book before becoming the app-based platform it is today.
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