CURE.

FIT: A Case Study

TEAM: Prodigies
Background
Cure.Fit is a health and fitness company offering digital and offline experiences across fitness,
nutrition, and mental well-being.​

● The company's Cult.Fit business quickly attracted a large fan base thanks to state-of-
the-art group fitness sessions and celebrity endorsements.​

● The unprecedented Corona situation has forced the company to close

operations in small towns in India and the UAE. Around 800 employees have
been laid off as part of the restructuring process and the company is going all in
with several digital initiatives in order to boost revenues.
 Direct and Indirect Competitors
Meal tracking / Weight management / Corporate Wellness
Users till date: 10M+
Revenue: 235M
Scope: Journaling weight transformation journeys

Standardizing gyms / tie-ups with gyms across cities

Users till date: 70k+
Revenue: 105M
Scope: Producing credible gym experiences across
geographies

Tie-ups with Gyms / dance / Yoga centres

Users till date: 2M+
Revenue: 302M
Scope: Tier 2 and 3 cities - encouraging online classes
What we learnt from the surveys

A large majority of the Less people are One of the major

people above the age of motivated to get into roadblock to fitness is the
40 take fitness quite fitness alone. How can lack of time. How to
seriously. How can we we introduce offerings make online fitness
engage them as regular around group activities? content more engaging
customers? and effective?
Key Takeaways
44% Users think their parent’s levels of fitness lies towards the lower spectrum

51% People above the age of 40 work out less than twice a week

78% Employers currently do not organize any fitness programmes for their employees

40% People in the age group 20-40 would be highly motivated in helping their parents engage in fitness

44% People would prefer working out with friends or family

72% People above the age of 40 generally prefer yoga/meditation or walking over rigorous exercises
User Stories
User Stories
As a 15 year-old school going girl, I am experiencing a high-
stress situation due to my upcoming exams. I like dancing and
yoga, but haven’t been able to continue it due to lack of time
and motivation. Since the lockdown has begun, I haven’t been
able to meet my friends, attend dance classes or even go
cycling.

I want to keep a healthy daily routine and I want to get rid of

some of my stress.

Acceptance criteria
Given the lockdown situation

Where I used to go for dance classes and meet my friends,

There I would continue to exercise and relieve stress

 Create your clan
with family and
friends Earn FitCash and get
Engage together in fun discounts across
activities and categories
challenges
Clan.Fit
Score high on Energy
Compete with other Meter and lead Activity
clans and win Boards
rewards Create Clan

Deeply discounted group AI - recommended plans

packages across according to your history and
categories preferences
 Activities and Challenges
● Involve your family and friends in a
collective fitness journey by linking
your accounts under Clan.Fit (Upto
5 members)
● Assess your clan’s vital fitness
stats through a clan dashboard
● Challenge your clan-mates on fun
group activities and challenges
● Earn points and climb on intra-clan
and inter-clan leaderboards
Salient Features of Clan.Fit
Plans and Subscriptions
● Get access to exclusive deals
under Cure, Eat, Mind, Care and
Cult.Gear
● Options for transferable
subscriptions between clan
members
● Monitor progress through intra-
clan dashboard, gain insights and
journal health logs
Gamification
● Earn energy meter points through
doing various activities like
walking, jogging, cult.fit and
mind.fit
● Convert energy meter points to
fitCash to be redeemed on
merchandise, cult.gear, eat.fit or
care.fit or to access premium
content / masterclasses
● Compete with other clans and
climb up on local and national
leaderboards
● Leading clans get a chance to
exclusive Cult events
Distinguishing Features
● Whatsapp Assist for reminders and scheduling sessions
● Personalized recommendation based on demographic analysis
○ Cure.Fit’s AI framework can be used easily to implement this
● Energy meter - points awarded for:
○ Energy, attendance and performance
○ Convert energy points (EP) from steps counter - walking / jogging, cult activities
○ Individual daily goal achievements
● Weekly dashboard
○ Individual insights, content and progress mapping
○ Collective impact and healthy competition
○ Earn more FitCash as you level up
● Wallets - conversion of EP into FitCash to be used within app

Additional: Dance sessions, Laughter Club, Animated cartoon content for children
Celebrities Onboarding fringe groups Better management by Dedicated fitness coach >40 age demography
Housing Societies (under 17, above 40) exercising online for clans spending above <17 age children
Laughter Clubs a minimum threshold People having active
Enabling group activities Exercise online with your social circles
through Clan.Fit family and friends.Distance
is no longer a problem
Increasing engagement
through gamification One stop shop for all your
fitness requirements

Existing Cure.Fit App Social Media

Referrals
Energy Meter Digital Advertising
functionality Push notifications

Dashboarding
functionality

Advertising
Freemium model Plans and Subscriptions
Points system for redemption Cult Gear and Eat Fit Sales
AARRR Framework for Metrics
● Weekly CTR increase in Traffic coming in from

01 Acquisition ●
related content
Weekly % increase in user sign-ups from fringe
TGs

● Weekly % increase in active clans/week

02 Activation ● Weekly % increase in access of onboarding

content

03 Retention
●
●
Monthly avg % increase in points earned per clan
Weekly avg % increase in activity hours per clan

04 Referral
●
●
Weekly % increase in no. of referrals
Monthly % increase in various clan types

05 Revenue
●
●
Monthly average spending per clan
Customer Lifetime Value
Product Roadmap
Marketing Insights
● Increase social media referrals from social platforms like Instagram through more sponsored ads.

● Low referral rates compared to competitor suggests we need to create and market content directed towards
sports and fitness domain

● Covid-19 situation has increased traffic on sites like world-o-meter. We can offer and market special packages
around comorbidities (Diabetes, Hypertension etc.) related to Covid-19 under Care.Fit.
Thanks !!!