A Sports-Tech Slam Dunk: Why we invested in All is Well
There is a tremendous opportunity in India to unlock a nascent market in sports and fitness. While cricket garners significant viewership, sports participation stands at a dismal 8% for individuals above the age of 15 in India. Yet the sports & fitness training market is poised for exponential growth at a 19% CAGR, expected to reach $20 billion by 2028 (from $2.5 billion in 2021 according to Redseer and Praxis). All is Well aims to tap this underserved segment with its AI-enabled integrated fitness app for athletes.
All is Well was founded in 2022 by Vaibhav Tandon, Ex-Leadership team at OGQ, Sports Ministry, double Olympian Badminton icon Aparna Popat and Manish Gupta, Ex-Product Head at Cashify and Moglix. Their passion for sports and tech is evident. They are bringing together a highly experienced team of sports nutritionists, sports psychologists and sports scientists who have worked with Olympic medalists like Sindhu, Saina Nehwal, Mary Kom and top cricketers Surya Kumar Yadav and Shreyas Iyer. This team aims to make elite sports science expertise accessible to recreational and serious athletes at scale using technology and AI.
There is a massive gap that All is Well is aiming to address. Over 50 million recreational and serious athletes across India are unable to access personalized training regimes aligned to their goals, recovery needs and biofeedback. This leads to underperformance, demotivation, injuries and monotony that thwart an individual's sporting journey.
All is Well has an integrated mobile platform that aims to solve these issues through:
Personalized and sport-specific AI-driven insights and training feedback aligned to an individual's wearable/assessment data
Easy access to customized physical, mental and nutritional training plans designed by their cohort of sports science experts
Automated tracking of vitals and recovery needs
Sport-specific fitness assessments done periodically to come up with world’s first integrated score. It’s like Cibil score for sports fitness
Their product roadmap reveals how they will create an AI-led closed feedback loop, with assessments feeding data that generates insights for customized training plans. This virtuous cycle aims to help athletes scientifically maximize their potential.
With 2150+ early adopters from their launch in Oct'22 and a NPS of 86, the product reflects strong signals. Their expansion strategy across B2B tie-ups including with academies like Prakash Padukone Badminton Academy, Gary Kirsten Cricket India Centers, Chennaiyin FC and sports bodies also reveals a promising path to scale beyond direct acquisition. Fourteen Indian badminton team players including a silver medalist from the 2022 Asian Games and 5 National champions are using their app.
At Bharat Founders Fund, we are excited by business models that leverage technology to unlock access across India's underserved segments profitably. As pioneers in sports tech, All is Well displays promising traction and clear passion by the founders in transforming how India prepares its next generation of sporting talent.
We see tremendous match point opportunities in this nascent market and are excited to rally behind All is Well as they swing for success.
