Chinese sports tech firm Keep cuts workforce by 10

Keep, a Chinese sports tech company, began layoffs last week, cutting 10-15% of its workforce, according to a report by Chinese media outlet Jiemian. Based on the company’s mid-2024 financial report, this equates to over 100 job losses, primarily affecting departments such as online operations, international expansion, and marketing. The layoffs are part of Keep’s ongoing efforts to reduce costs and improve efficiency following organizational and business adjustments.

Keep has been cutting costs since 2023, when it faced performance declines after the lifting of COVID-19 restrictions. The company’s monthly active users dropped from 36.4 million in 2022 to 29.8 million by the end of 2023, while average monthly subscriptions fell from 3.62 million to 3.19 million. Despite increased marketing costs, Keep’s gross margin improved, though it still reported a loss. [Jiemian.com, in Chinese]