Cult Fit

"Fitness is not an option”

 About
• Formerly known as Cure.fit or Curefit, Cult.fit is a health service
provider both online and offline. The online mode offers video-based
live classes on on-demand fitness, yoga, and meditation sessions as
per the membership plans. Other than online mode, they also have
Gyms located in various cities across many states in India.

• The platform gives training on arm workouts, core exercises,

aerobics, yoga, meditation, home workouts, kids exercises, and
various other fitness programmes.

• Cult.fit has an app that the users have to download to get access to
many programs, or they can join the gym with multiple membership
plans as per their requirements.
 Cult.fit - Industry
• The Cult.fit comes under the health and fitness industry. The most
interesting thing about this industry is that the total market size of
the global health and fitness industry is over $87 billion.

• In India especially, the number of health app downloads have been

increased. According to some reports, India topped the list of having
the maximum number of health app downloads about 157%.

• The covid-19 pandemic has made more conscious about health than
ever before. This is giving now opening people's eyes to a more
holistic approach. It is expected that this industry will have a CAGR
of 17.6% from 2022 to 2030.
 Cult. Fit - Founders and Team
• The company was founded by two businessmen - Mukesh Bansal and Ankit Nagori
• Mukesh Bansal:
• Mukesh Bansal is an alumnus of IIT, Kanpur. Born in Uttarakhand, Mukesh started his journey
before starting Cult.fit. He is the man behind Myntra's foundation, an e-commerce platform.
• Mukesh has worked at Deloitte as a system analyst and a few other Silicon Valley companies like
eWanted, Centrata, NexTag, and newScale. He also worked as the Head of Commerce and
Advertising Business at Flipkart, after acquiring Myntra.
• Mukesh is a member of Olympics Gold Quest, a non-profit organisation promoting games and
sports. He has also been featured in the Best 40 under 40 Entrepreneurs by Fortune Magazine.

• Ankit Nagori:
• Born in Bihar, Ankit Nagori is currently the co-founder of Cure.fit. Besides this, he is currently the
CEO and founder of Curefoods. A graduate from IIT, Guwahati, Ankit had started a social media
startup 'Youthpad' which went on for three years.
• After working at Flipkart for six years, he came up with Cure.fit with Mukesh Bansal. But later,
Ankit shifted his time investing in Curefoods (part of Eat.fit) in 2020 to provide healthy diets and a
cloud-based kitchen. However, he still has a stake in Cult.fit or curefit. In 2019 he was chosen by
the Entrepreneur Magazine in the Entrepreneur 35 under 35 business leaders list.
 Brand Name
• Before Cult. Fit, the company's name was Cure.fit. The reason
for rebranding was the brand's massive growth in the fitness
industry which has evolved them into a new brand and a new
leader in the market.

• The brand's goal was to start various online programmes with

several other membership passes known as the 'cultpass'.
Under the new name, the brand aims to expand its services to
the eatfit marketplace, therapy, and teleconsultations. Cult.fit
goes by the tagline, "Fitness is not an option".
 Cult. Fit - Startup Story
• Started in 2016 by two entrepreneurs, Cult.fit is now winning the hearts of
many fitness enthusiasts. When Mukesh and Ankit set out to build the
company there were no other health and fitness industry.

• After quitting Flipkart, the duo who are both fitness freaks started to
gather information and concluded that no one is paying attention to their
health in a proactive manner.

• They found that people are not at all serious about fitness and visit doctors
only when an emergency happens. In India, chronic diseases are among
the top leading causes of death. This is what pushed Mukesh and Ankit in
launching a holistic approach toward health and create a platform for
people where they can train and stay fit.

• By applying their engineering knowledge they came up with a solution

that would let people train as per their Body mass index (BMI), how much
sleep per day they need, water levels, and overall activity daily.
 Cult. Fit - Startup Story
• This is how they started Cure.fit now Cult.fit. The duo managed
to get some capital without an app.

• In the initial days, Cult.fit used to have studios where they held
Zumba classes, boxing, dancing, Yoga, and Strength and
conditioning to make workouts a fun session. After having a
successful offline mode, the company launched its app in 2017.

• Since they were in the industry first as a digital platform, a lot

of customers on boarded quickly. That's how the brand picked
up and is continuing to grow.
 Cult Fit’s Business Model

• Cult Fit’s business model is centered around providing

personalized and holistic fitness solutions to customers. The brand
offers a range of fitness and wellness programs, including workout
sessions, yoga classes, and meditation sessions. These programs
are designed to cater to the specific needs of each individual
customer, providing them with a customized fitness experience.

• Cult Fit’s business model also includes a mobile app, which allows
customers to book classes, track their progress, and connect with
trainers and other members of the community. The app has been a
key factor in the success of Cult Fit, as it provides customers with
a seamless and convenient way to access the brand’s services.
 Cult.fit - Advertisements and Social Media Campaigns
• The brand has three major marketing strategies through which they advertise and
create brand awareness.

• Social media marketing by using Facebook, and Instagram keep its customers
informed on everything about health.

• Influencer marketing by signing influencers and celebrities. The brand has bought in
influential people like Hrithik Roshan, Milind Soman, Tiger Shroff, Mandira Bedi,
and Sindhu as well as other famous athletes.

• Campaigns and other advertisements by using #fortheloveoffit and #cultlive to

promote fitness and health.

• The brand came up with a campaign in 2021 with the tagline “Fitness is not an option”

• The brand cleverly sets the ad in the context of two Bollywood movies ‘Om Shanti
Om’ and ‘Karan and Arjun’ to highlight their message about fitness and health across
all walks of life. The brand wanted to attract its audience by entertainingly spreading
its message.
 Cult.fit - Competitors
• The fitness and health industry is growing, which gives a rise to
many other brands indulging in offering fitness programmes. Here’s
the list of some of the top competitors of Cult.fit:

• BurnAlong
• Shyft
• Breathe Well-Being
• Anytime Fitness
• MyFitnessPal
• FITTR
• PurpleBasil Lifestyle Solutions
• EICoach
 Cult.fit - Acquisitions and Mergers
• Recently the brand announced to acquire F2 Fund & Fitness
India, which is the chain of India’s Gold Gym. With this
investment, Cult.fit plans to expand Gold Gym outlets in Sri
Lanka, Bangladesh, Bhutan, Maldives, and others.

• The brand has also acquired home cardio equipment

companies like RPM fitness, Fitkit, Onefitplus, and outdoor
bicycles business with Urban Terrain Brand.