The Business of Being Well: Inside Steph Claire Smith’s KIC Platform

The Business of Being Well: Inside Steph Claire Smith’s KIC Platform

Steph Claire Smith, a prominent figure in the health and wellness industry, has made significant strides as an entrepreneur, co-founding the highly successful fitness and lifestyle brand, Keep It Cleaner (KIC). This case study explores her entrepreneurial journey, detailing the inception, growth, and impact of KIC, while analysing the strategies and philosophies that have underpinned its success. Smith’s story is not just one of business achievements; it reflects a broader trend towards digital entrepreneurship and the power of leveraging personal brand and social media to foster business growth.


Steph Claire Smith embarked on her career path leveraging the power of social media, particularly Instagram, where she shared insights into her fitness regime, dietary habits, and overall lifestyle. Her honesty and the relatability of her content struck a chord with many, amassing a large following that valued her approach to health and wellness. This early success on social media platforms not only established her as a prominent influencer in the health and fitness space but also laid the groundwork for her future entrepreneurial endeavors. Smith’s ability to connect with her audience on a personal level demonstrated the potential of social media as a powerful tool for building brand loyalty and trust, essential components for any business venture.

The transition from influencer to entrepreneur was a natural progression for Smith. Her extensive engagement with her followers provided her with unique insights into the needs and desires of her audience. Recognizing the influence she wielded, Smith saw an opportunity to move beyond individual endorsements to creating a brand that could offer more comprehensive solutions to her audience’s wellness challenges. This vision was the catalyst for the development of a business model that would leverage her online presence for greater impact.

Inception of Keep It Cleaner

Joined by her close friend and fellow entrepreneur, Laura Henshaw, Steph Claire Smith identified an opportunity to innovate within the wellness industry. Together, they conceptualised Keep It Cleaner (KIC), a platform aimed at offering a holistic wellness experience far beyond the conventional fitness programs available in the market. Launched with the mission to make health and fitness both accessible and enjoyable, KIC was designed to cater specifically to the needs and preferences of women, offering them a supportive and comprehensive resource for their wellness journeys. The platform’s diverse offering, which included workout programs, meal plans, mindfulness exercises, and recipes, was reflective of Smith and Henshaw’s understanding that true wellness encompasses physical, mental, and emotional health.

The decision to create KIC was driven by a desire to fill a void in the wellness market. Smith and Henshaw recognized that many women were seeking ways to incorporate fitness into their lives without the intimidation or exclusivity that often came with traditional gym memberships. They envisioned a community-centric platform that would empower women to take control of their health in a supportive, inclusive environment. This vision of fostering a positive, accessible wellness culture was a key differentiator for KIC, positioning it as a pioneer in the digital wellness space.

Growth and Expansion

The trajectory of Keep It Cleaner’s growth is a testament to the power of community and personal branding in the digital age. Smith and Henshaw effectively harnessed their social media influence to promote KIC, engaging their audience with authentic content that resonated with the values and aspirations of their followers. Their hands-on approach in sharing workout challenges, nutritional advice, and wellness tips cultivated a loyal community of users who felt personally connected to the KIC brand. This sense of belonging and shared purpose drove the platform’s popularity, illustrating the critical role of engagement in scaling a digital business.

The digital format of Keep It Cleaner enabled a level of adaptability and scalability that was instrumental in its expansion. Transitioning from simple PDF guides to a sophisticated app allowed KIC to broaden its reach and offer an enriched user experience. This evolution from a basic product offering to a comprehensive wellness platform showcased the agility of digital businesses in responding to consumer needs and market trends. The global shift towards digital fitness solutions, particularly amidst the COVID-19 pandemic, underscored the foresight of Smith and Henshaw’s strategy, positioning KIC as a leader in the virtual wellness revolution.

The Business of Being Well: Inside Steph Claire Smith’s KIC Platform

Impact and Social Responsibility

Under the stewardship of Steph Claire Smith, Keep It Cleaner transcended its commercial objectives to become a force for positive change in the wellness industry. The platform challenged prevailing narratives around fitness and body image, promoting a philosophy centred on self-love, inclusivity, and holistic well-being. By advocating for a balanced approach to health that equally prioritises mental and emotional well-being, KIC has played a pivotal role in shifting societal attitudes towards a more compassionate and realistic understanding of fitness.

Smith’s commitment to leveraging her platform for broader social impact extends to areas such as environmental sustainability and mental health advocacy. Through partnerships, initiatives, and community engagement, KIC has raised awareness and encouraged action on critical social issues, reinforcing the brand’s commitment to making a difference. This alignment of business objectives with social values has not only enriched KIC’s brand identity but has also fostered a deeper connection with its user base, who value the brand’s authenticity and ethical stance.

Challenges and Learnings

The path to success for Keep It Cleaner was not without its challenges. Competing in the crowded digital fitness space demanded continuous innovation and a keen understanding of consumer behaviour. Smith and Henshaw faced the delicate task of growing and evolving the KIC brand without compromising the authenticity and personal touch that had been so crucial to their initial success. Balancing scale with intimacy, they navigated the complexities of expanding their business while maintaining the core values that defined KIC. This experience underscored the importance of adaptability and staying true to one’s vision, even as the business landscape shifts.

A key insight from their entrepreneurial journey is the critical importance of community. The sustained growth and impact of Keep It Cleaner can be largely attributed to its vibrant, engaged community of users. Smith and Henshaw’s focus on building and nurturing this community has provided valuable lessons in the power of connection and engagement in driving business success. For other entrepreneurs, the KIC story highlights the potential of leveraging personal brand and community engagement as foundational elements of a successful business model, especially in sectors driven by personal and emotional investment.

Steph Claire Smith’s entrepreneurial success with Keep It Cleaner illustrates the profound impact of digital entrepreneurship in today’s business landscape. Her ability to leverage a personal brand, adapt to market demands, and commit to social responsibility serves as a blueprint for aspiring entrepreneurs. In a world where the lines between personal brand, social media influence, and business success increasingly blur, Smith’s story is a testament to the power of authentic engagement and innovative thinking in achieving entrepreneurial goals.


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