About Keep Going Athletics
Keep Going Athletics wasn’t born in a boardroom — it was built in the dark seasons most people don’t see.
We created KGA for the fighters. The silent grinders. The ones who keep showing up when no one’s clapping, when life hits harder than it should, when every reason to quit feels louder than the reason to keep moving. We’ve lived those battles. And we realized — millions of others are fighting too, feeling alone in the process.
KGA is a reminder: your story matters. Your struggle has purpose. Your greatest victories are still ahead.
We believe the strongest people aren’t always the loudest — they’re the ones who keep moving forward with faith, discipline, and heart, even when the world doubts them. Every piece of KGA gear is a symbol:
A reminder of who you are.
A commitment to who you’re becoming.
A movement to never fold under pressure, and to keep building the life God put on your heart.
The Standard Starts at the Top
Justin Humble
Co-founder &
Chief Executive Officer
Justin co-founded KGA after rebuilding his life through years of adversity — from losing 37 pounds after a malpractice surgery to grinding through three jobs in Miami with only $140 to his name. His background in coaching and his own 65-pound transformation taught him how to lead with discipline, resilience, and faith. He built himself back through sacrifice and consistency, and he carries that same mindset into KGA.
Today, he co-leads the brand with a mission to remind people that no matter how hard life gets, you can rise, rebuild, and keep going.
Lili Mckeithan
Co-founder &
Chief Product Design Officer
Lili co-founded KGA from a season of starting over — turning her hardest setbacks into the drive behind this brand. With a background in fashion and years in the fitness realm, she learned how to build products, create experiences, and inspire confidence. She rebuilt her purpose and is bringing that same discipline and strength into KGA.
Today, she co-leads the brand with a mission to encourage others to step into their power and keep going. Her story shows that even after breaking down, you can rise stronger and redefine who you become.
Nate Smith
Director of Partnerships &
Chief Marketing Officer
Nate rebuilt his life through faith, discipline, and a commitment to never quit. After overcoming one of the darkest seasons of his life, he reshaped his mindset, his habits, and his purpose.
With ten years of strength training and a year of dedicated running that pushed his growth even further, he now brings that same resilience and consistency to KGA — helping people stay disciplined, strengthen their character, and keep going even when it’s hard. His journey is proof that when you refuse to fold, you become someone stronger than the struggle.
They lead by showing up, staying disciplined, and doing the work when it’s hard.
This isn’t about titles.
It’s about discipline, consistency, and showing up when it’s hard.