From online store to sports platform.
With more than 50% growth per annum and supported by COI Partners,
the KELLER Group is one of the most important players on the market


As lead investor in the Series D financing round, COI Partners has invested into the KELLER Group in several tranches.

The funds made available will be used to further expand the group’s position as the leading digital premium sports community for sports and sports lifestyle products and services in Europe. Specifically, this involves the expansion of premium membership, the continued strong growth of the Keller sMiles app and its community, as well as the visionary further development of the consumer experience at the internationally operating Keller Sports and Keller x online stores.

As a partner, COI Partners – represented by Dr Ralph Eric Kunz – has a seat on the Supervisory Board and supports the KELLER Group in defining a strategy for the transition from an e-tailer to a premium provider of sports-related services and content. In addition, COI Partners offers its expertise in the field of digitalisation (cyber security and IT systems).


Since it was established in 2005, Keller Sports has pursued the clear goal of being the first point of contact for an active lifestyle. From the beginning, the focus was on a selection of innovative and high-quality products.

With sports and lifestyle products from more than 120 premium brands, Keller Sports aims to provide its customers with the best possible support in finding the perfect products for both outstanding sporting performance and an urban lifestyle in the easiest possible way.

Jakob Keller:

“We are delighted to have successfully completed our planned financing round. We are now optimally positioned to continue the strong growth of recent years.”

Dr. Ralph Eric Kunz:

“After the development of the last few years and months, we are more convinced than ever that the KELLER Group will establish itself as a sustainable, digitally-driven winner in the sports and lifestyle market. Among others, the intelligent interlinking of all KELLER services, the professional implementation of complex data-driven projects and the continuously profitable growth are the best proof for us.”


With the Keller Sports and Keller x online platforms, Keller Sports offers the best sports and lifestyle products, an exclusive premium membership and inspiring content. Innovative brand experiences and unforgettable events are created at the Keller Sports Store. Customers can work out flexibly with Keller Studios in various sports locations throughout Germany. With the sports-rewarding-app KELLER sMiles customers are rewarded for their activities and invited to undertake new challenges.

„Even in economically uncertain times, we can count on COI Partners - which is not something to be taken for granted.“

Moritz Keller, Marcus Trute & Jacob Keller
Managing Directors of the Keller Group

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