PURPOSE Taking the Keep fitness app as an example, this study investigated the relationship between user experience value (EV), satisfaction (SA), and behavioral intention (BI) of fitness apps in the post-COVID-19 era. METHOD Participants were mainly Keep fitness app users from China who had used the Keep fitness app more than once a week for at least six months. A total of 508 questionnaires were distributed online; 352 valid questionnaires were analyzed after invalid questionnaires with random answers, blank answers, and missing information were excluded. Statistical analyses were performed using SPSS version 26 and AMOS version 26. Descriptive statistics, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling were used. RESULT The results showed that the four factors of user EV all had a positive impact on SA. Service evaluation (SE) and investment returns (IR) had significantly positive effects on BI. Thus, SA played a positive mediating role. CONCLUSION The study found that EV is an important variable that affects BI regarding the Keep fitness app. Managers must focus on SE and IR to improve consumer behavior.