Cult Fit entered the Indian wellness scene with a bold, clear mission: to make fitness easy, engaging, and accessible for everyone.

At its core, Cult Fit isn’t just about physical health - it takes a holistic approach, covering mental well-being, nutrition, and preventive healthcare under one roof.

The brand stands out because it doesn’t limit itself to gym facilities; instead, it has created a community that connects people to the right workouts, routines, and experts while making fitness fun and inclusive.

In a country where fitness and wellness often take a backseat to busy lifestyles, Cult Fit’s appeal lies in its hybrid model: a combination of physical locations and digital content that allows users to access workouts and wellness resources wherever they are.

Today, Cult Fit has cemented its place as one of India’s leading wellness brands, with a presence in over 130 cities across India.

It has achieved remarkable growth, reaching millions of users through its studios, online platform, and app. In 2023, it created a revenue of over INR 700 Cr!

Today, Cult Fit is India’s first unicorn in the fitness industry.

Let’s look at their journey.

The Founders:

Before talking about the founders of Cult Fit, let’s look at the founders of Cult - Deepak Poduval and Rishabh Telang.

They founded Cure Fit in Bangalore in 2015, focusing on workouts that did not require heavy equipment like treadmills.

It was later acquired by Cure Fit to form Cult Fit.

Cult Fit was co-founded by Mukesh Bansal, the ex co-founder of Myntra, and Ankit Nagori.

Bansal and Nagori saw a gap in the market for a brand that could provide a consistent, high-quality wellness experience at a reasonable price.

They knew that with the right mix of technology, quality service, and accessibility, they could build something transformative for Indian wellness.

The Problem Cult Fit Solves:

Traditionally, the fitness scene in India was limited to small gyms, often with basic equipment and little to no guidance.

The concept of wellness as a whole - including mental health, nutrition, and preventive healthcare - was mostly overlooked, with little awareness about its importance in daily life.

Cult Fit brought a fresh, modern approach to wellness in India. Its focus on convenience and technology integration is a game-changer.

With Cult Fit, users can book classes, track workouts, access nutrition plans, and even get mental health support - all through a single app.

The use of digital tech allows people to integrate fitness into their routines seamlessly, whether they prefer working out at home, in a studio, or on the go.

Their offering is not just about a one-time visit to the gym; it's about supporting every aspect of a healthy lifestyle.

Business Model and Revenue Streams:

Cult Fit’s business model is designed to provide a range of offerings while tapping into multiple revenue streams to sustain growth. Here’s how it works:

Primary Offerings:

Cult Fit offers a variety of services that go beyond traditional gym memberships.

Their fitness studios provide group workouts, including yoga, dance, HIIT, and strength training.

Beyond fitness classes, Cult Fit also offers mental health consultations, nutrition guidance, and custom plans for individual wellness goals.

These varied services make Cult Fit a go-to platform for anyone seeking a comprehensive wellness experience.

Revenue Streams:

Cult Fit has established multiple revenue streams to support its mission.

They charge membership fees for access to their gyms and group classes, along with one-on-one consultations for those who want personalized coaching or wellness advice.

The Cult Fit app offers in-app purchases for premium content, such as specialized workout plans and guided meditation sessions.

They also have a line of Cult Gear, which includes fitness apparel and equipment, adding an e-commerce element to their business.

Digital subscriptions allow users to access workouts and resources directly from home, while Cult Fit franchises add to their scalability, reaching new cities and towns.

Hybrid Business Model:

A key factor in Cult Fit’s success is its hybrid model, combining both offline and online services.

This approach allows users to switch between working out at Cult Fit centers or accessing virtual classes via the app.

With this flexibility, users could choose what works best for them - whether it's sweating it out at a studio or joining a live-streamed class from home.

This hybrid model not only boosts user engagement but also increases the brand’s reach across India.

During the pandemic, this adaptability became even more critical as Cult Fit quickly pivoted to online offerings, helping members stay active and connected to their wellness goals from home.

Acquisition Strategy:

After the acquisition of Cult, the focus was on growing in 4 major areas - physical fitness, sports, mental health, and healthy food.

So, Cult aggressively acquired more than 20 companies in these areas. To grow and make themselves available to the consumers, they followed 3 strategies:

• They built Cult centers from scratch which make up for 35% of all centers.

• They partnered with established gyms to co-brand together.

• They adopted a franchise model.

Some of the popular gym chains acquired by Cult include Gold’s Gym, The Tribe Fitness, and Fitternity.

They didn’t necessarily rebrand these centers as these gyms already had a loyal consumer base.

But the acquisition helped them establish presence in Tier 2 and Tier 3 cities.

Funding Rounds:

To acquire aggressively, the company needed funding. Investors were willing to take the chance on Mukesh Bansal because of his previous success.

Since its launch, Cult Fit has raised substantial funding in multiple rounds, which has been crucial to its growth.

Cult Fit attracted investments from early-stage venture capitalists like Accel Partners and Kalaari Capital.

Apart from that, it is backed by big names like Tata Digital and Zomato as well.

The funding rounds allowed Cult Fit to grow its brick-and-mortar presence while heavily investing in its digital platform.

Technology was key to providing a seamless user experience and allowed Cult Fit to offer its other services.

Additional funds were also used to diversify product offerings and hire skilled talent to drive the company’s expansion plans.

In its Series F round, Cult Fit raised $10.2 Million.

In total, the company is backed by 48 investors up to now.

Core Marketing and Growth Strategies

Cult Fit has used a dynamic mix of marketing strategies to establish a solid foothold in India’s fitness and wellness market:

Community Building:

One of Cult Fit’s standout approaches has been community-driven engagement.

Fitness challenges and online communities encourage users to join together in reaching their fitness goals, creating a shared sense of achievement.

Cult Fit's social media presence is also vibrant and interactive, with regular challenges, fitness tips, and user shoutouts that build a strong brand community.

This helps to position Cult Fit as a lifestyle brand rather than just a fitness provider.

Celebrity Partnerships and Brand Ambassadors:

Cult Fit has aligned with well-known celebrities and athletes, including Bollywood star Ranveer Singh, who not only brought instant credibility but also made fitness aspirational for a broad audience.

They have partnered with Hritik Roshan’s HRX. The star is also the brand ambassador of Cult Fit.

Customer-Centric Approach:

Cult Fit focuses heavily on creating a seamless, personalized experience.

The app is intuitive and easy to use, offering everything from workout sessions to mental wellness resources.

Personalization features, like customized workout and nutrition plans, make the experience more relevant to individual users, enhancing retention.

This approach has resulted in higher satisfaction rates and keeps customers coming back.

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