Fitness is a booming industry in India, courtesy of the swiftly progressing awareness regarding the significance of physical and mental health. This wave of awareness can be credited to the mass digitization of the country, the importance of being fit and maintaining a healthy lifestyle has jumped several spots in an individual’s priority list. This recently welcomed change has ensured that the fitness industry experiences steady growth and expansion. The Indian gym, health, and fitness industry amassed revenue of $600 million in the year 2020.

The fitness industry, just like several other industries, stepped on a path of digitization. Several factors lead to the transition, some of them are as follows:

• Convenience: Digital form of fitness came in with a gift of convenience, the convenience of choosing your workout time slots. Many people work odd hours or long hours at their workplace, this restricts them from visiting the gym at regular hours. 

• Privacy: People going through extreme body transformations often appreciate privacy and the comfort of exercising from their homes. 

• Attractive Pricing: Digital alternatives to the traditional gym offer competitive pricing and attract customers looking for a discount.

• Unorthodox Methods: Digital fitness providers often indulge in innovative methods of training; dance workshops are an example of the same.

  
  

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Cure.fit is a fitness and well-being company that offers online and offline options to attain holistic health. Cure.fit is based out of Bengaluru, India, and is the brainchild of Mukesh Bansal (The founder of Myntra) and Ankit Nagori. The founders created Cure.fit with a mission to “make health easy” and attainable. Cure.fit offers an easy approach to physical and mental health via four platforms - cult.fit, eat.fit, mind.fit and care.fit. Cure.fit also includes several celebrities who actively participate in training sessions and workshops.

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Cure.fit timeline:

Jul 1, 2016

Cure.fit was founded by Mukesh Bansal and Ankit Nagori. Being employees of Flipkart, they possessed sufficient knowledge of the way through the business. Mukesh Bansal is also the founder of the India-based fashion app ‘Myntra’.

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Feb 2, 2017

Cure.fit acquired ‘The Fitness Tribe Club’

Apr 16, 2018

Flipkart’s Binny Bansal and Myntra’s Ananth Narayanan invest in CureFit. 

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June 7, 2021

Tata Digital invests $75 million in Cure.fit, which names Mukesh Bansal as president.

What led to the growth of Cure.fit: 

Cure.fit provided a virtual solution to your fitness needs rather than limiting the choice to offline form. When Cure.fit provided users the opportunity to attain a healthy lifestyle right from their homes, several target audiences leaped right towards it. Some of the target audiences are as follows: 

• People with irregular job timings.

• People who work out at odd timings.

• People that are new to the journey.

• People who are self-conscious and appreciate privacy.

• People looking for unorthodox methods to stay fit.

Cure.fit amassed a wide range of audiences, thanks to the comfortability of working out on one’s own terms. It also relied heavily on celebrity endorsements, roping in big names like Hrithik Roshan, Tiger Shroff, Aisha Sharma, etc. Cure.fit became a well-known name. 

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Cure.fit offered competitive pricing and offerings that helped the price-sensitive nature of the customer base. Fitness is often linked only with physical fitness, but Cure.fit took it a step further and included diet, nutrition, and mental health into the equation. It gave the consumers an absolute solution under one roof.

Cure.fit revolutionized the fitness industry by digitizing it. Fitness is an ongoing trend and people accept it with wide open hands, it facilitates the fitness industry to attain a constant phase of growth. 

Cure.fit offers a holistic approach towards fitness, it focuses on both physical and mental health. Cure.fit explores unconventional methods of working out that keep the users engaged and curious. Cure.fit is further divided into four sections:

• Cult.fit deals with the physical aspect of fitness offered through online and offline workout options. 

• Care.fit deals with illness and other health problems, it offers a range of doctors and dieticians to provide you with the best possible outcome. 

• Eat.fit provides healthy edible options that promote your health. 

• Mind.fit offers therapy and mental advice with the help of a panel of psychiatrists. 

Salient Learnings:

• Efficient Marketing: A strategy is essential for proper communication of brand vision. Out of all the available celebrities, Cure.fit selected the ones well known for their fitness standards.

• Focus on Offerings: To stand tall in a competition, a brand needs distinct or additional offerings that help it cater to the needs of a wider audience.

• Ditch Traditional Methods: Digitization is a trend that every industry has moved towards, A decade ago it might have seemed like an unattainable dream. Embrace the change and jump right into it when you recognize an opportunity.