First thing first, Cure.fit is now renamed to Cult.fit
Cult.fit or Cure.fit, founded in 2016 by Mukesh Bansal and Ankit Nagori, is one of India’s fastest growing start-ups today. The founders met as coworkers at Flipkart before embarking on a journey focused on health and fitness, which is now known as cult.fit. The application and social media accounts have grown in popularity in recent years, thanks to the gym equipment, group workouts, online fitness classes, and other sport activities such as swimming that it offers to its customers.
Key Insights:
Industry: Apps, Healthcare, Fitness, Wellness
Founders: Ankit Nagori, Mukesh Bansal
Headquarters: Bangalore, India
Total Funding: Series F, 624+ Millions USD
Key Investors: Accel, Tata Digital, Zomato
Acquisitions: Gold’s Gym, Urban Terrain, One FitPlus, Tread, FITSO, Onyx and more
The main goal of this fitness start-up is to not only gain popularity, but also to expand their territory further under a single brand name – “cult.fit” as well as to become India’s de facto leader in areas such as fitness. They go on to provide 4 platforms, namely, cult.fit (fitness center), eat.fit (healthy food delivery service), mind.fit (mental health service provider), and lastly care.fit (primary healthcare service provider). This is provided to all those who have subscribed to membership.
Cult.fit aims to provide fitness to everyone who wants to get in shape, and the best part is that once you have a membership to any cult.fit gym, the ‘cult pass’ allows you to access any other cult.fit service provided by the company in and around the country. This idea surrounding the ‘cult pass’ has spread far and wide, giving them top priority and making them a brand that comes to mind when one thinks of fitness and health.
Technology:
Let’s dive deeper into the other three platforms that they offer to their customers:
1. Eat.fit
This provides healthy food delivery service to all its members. Here, they keep in mind the strict calorie deficit meal one should intake while working out so they have their kitchen set up across cities and in such a manner that it is able to take into consideration all these little details.
The company also went on to launch its private label, Whole.fit which sold eateries like cold-pressed juice, beaten grains, healthy crisps, and even protein water. Their products also included athletic attire, footwear and various other athletic accessories. Just this alone led to 30% of their revenue.
2. Mind.fit
Yoga and mental health positions are also available at Cult.fit. Mind.fit began as an extension of Cure.fit, but it later evolved into Mind.fit, allowing anyone between the ages of 18 and 80 to participate. Given the relatively small space that it occupies, it can be easily accessible to everyone across the country in terms of growing popularity and accessibility.
3. Care.fit
This aspect deals with healthcare providing clinics with professional doctors who pertain to regular health checkups and regulation of healthy lifestyles and medication to all those patients who reach out to them. They also go on to provide healthcare solutions to its members, thereby in a way complementing the other fitness and wellbeing offers that the company provides at large.
When the revenue from these three platforms was compared, fitness came out on top with 62.4%, followed by eat.fit, which accounted for 34.5%, and finally, care.fit, which made 3.06%.
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THE BUSINESS MODEL
When the model first debuted, it included a variety of workout routines such as Boxing, Zumba, Kettlebell workouts, Dancing, and even Yoga. The training sessions that took all of this into account aimed to have the members socialize with one another and even enjoy the session.
When it came to the members’ onboarding, it was now done entirely through the app. Members were asked to book their sessions (center time, format of the class, and preference), and if the center was full, members were usually waitlisted and assigned a slot when one of the other members quit.
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To your success
Team SO
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