Mobile fitness platforms are effective in promoting healthy behaviors but these platforms generally suffer from low retention rates. It is necessary to study how to retain users of mobile fitness platforms. Based on customer value theory and Socio-technical approach, this study proposed a theoretical model to study the factors that affect users’ continuance intention to use mobile fitness platforms from a holistic perspective. A total of 320 valid questionnaires were collected to verify the model. The results indicate that utilitarian value and hedonic value are positively related to continuance intention. Social ties are negatively related to continuance intention. Meanwhile, it is found that technological characteristics have significant positive influences on utilitarian value, hedonic value and social ties. Network effects have significant positive influences on hedonic value and social ties. These findings extend our understanding of users’ continued usage of mobile fitness platforms and provide practical implications for mobile fitness service providers.