For this Gold Coast label, offering flexible payments has become a key driver of sales, loyalty and new customer growth.
Activewear brand KEEPTHATPUMP is all about pushing limits – not just for its fitness-loving community, but as a business, too.
That’s why the Gold Coast activewear brand partnered with Afterpay early on. “A mentor told me I definitely needed to get Afterpay,” says founder Lee Clarke. “He was right.”
Today, Afterpay drives a quarter of KEEPTHATPUMP’s revenue and helps the brand lift basket sizes as well.
About KEEPTHATPUMP
Founded in 2021, KEEPTHATPUMP takes its name from the phrase that founder Lee Clarke used to shout during workouts.
In just three years, the brand has gone from startup to multi-million-dollar success. When KEEPTHATPUMP opened its first Gold Coast store in May 2025, queues stretched nearly half a kilometre down the street.
In a crowded activewear market, KEEPTHATPUMP stands out for its bold energy and signature “bum-scrunch” style. The unisex range creates gym apparel in tried-and-tested neutrals, as well as bright colours, and also offers a range of health supplements.
Flexibility that builds strength
Customers who pay with Afterpay spend 18 per cent more, on average, than customers who pay with other methods, says Clarke.
He explains that Afterpay reduces the upfront payment – which he sees as especially important for younger shoppers who are paid weekly.
Recently, KEEPTHATPUMP added Afterpay to their website product pages so that customers can see how their payments will be split into four instalments while they browse.
It was a decision, says Clarke, that helped increase basket size and reduce cart abandonment.
Reaching a new generation of shoppers
KEEPTHATPUMP’s products are aimed firmly at Gen Z and Millennial fitness lovers – a demographic that has embraced Buy Now Pay Later services like Afterpay.
In fact, 70 per cent of Afterpay’s customers are Gen Z and Millennial.*
What makes Afterpay so appealing to this demographic? Clarke has a few ideas. “Afterpay seems less intimidating than a credit card for the younger generations,” he says, echoing recent research that found that more than half of young Australians say that credit cards give them ‘the ick’. “Plus, it’s all online and simple to use for the generations that grew up online.”
“Afterpay seems less intimidating than a credit card for the younger generations”
Lee Clarke, Founder KEEPTHATPUMP
How Afterpay Day drives peak performance
Afterpay Day has become a crucial revenue driver for KEEPTHATPUMP and is a key event in the brand’s marketing calendar, says Clarke.
During Afterpay Day weekend in March 2025, KEEPTHATPUMP saw a 312 per cent increase in sales and a 274 per cent increase in new customers.
“Afterpay Day is really important to us and is right up there with EOFY and Black Friday sales”
Lee Clarke, Founder KEEPTHATPUMP
“Afterpay Day is really important to us and is right up there with EOFY and Black Friday sales,” says Clarke. “We do a lot of work on new customer acquisition leading up to these important dates.”
Clarke says that Afterpay is a “very, very important” piece of the puzzle during sales events, and helps increase conversions by giving new and existing customers additional payment methods.
*Source: Afterpay internal data, June 2025
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