The Fitness Revolution: Startups Reshaping India's Health Landscape
It's 6 AM on a Monday morning, and Ravi is already up and about. But instead of rushing to the gym, he rolls out his yoga mat in his living room and opens the Cult.fit app. Within seconds, he's connected with his personal trainer, who guides him through a customized workout routine. After an invigorating session, Ravi logs his progress on the app and orders a protein-rich breakfast from a healthy food delivery startup. This seamless, personalized fitness experience is the new normal for millions of Indians, thanks to a wave of innovative startups reshaping the health and wellness landscape.
India's fitness industry is undergoing a tectonic shift, fueled by rising health awareness, increasing disposable incomes, and a growing desire for personalized, convenient solutions. According to a report by Redseer, the Indian fitness market is expected to grow at a CAGR of 27% to reach $3 billion by 2025, with online fitness services accounting for a significant share of this growth. We discussed in this issue how personalised healthcare presents a unique opportunity to improve health outcomes for millions of Indians. Personalised fitness is a stepping stone to that success.
The Omnichannel Approach: Blending Physical and Digital Fitness
One of the pioneers of this omnichannel approach is Cult.fit, a Bangalore-based startup that has redefined the traditional gym experience. Founded in 2016 by Mukesh Bansal and Ankit Nagori, Cult.fit offers a range of fitness programs, from yoga and boxing to strength training and dance, both online and offline.
What sets Cult.fit apart is its seamless integration of physical and digital experiences. Members can book classes, track their progress, and access personalized workout plans through the Cult.fit app, while also having the option to attend classes at any of the company's 250+ centers across India. This hybrid model has proven to be a hit with consumers, with Cult.fit clocking over 100,000 transactions per day and a 75% retention rate.
The Virtual Trainer: Personalized Fitness at Your Fingertips
While Cult.fit is blending physical and digital fitness, other startups are focusing purely on virtual solutions. One such startup is Fitverse.ai, an AI-powered platform that offers on-demand personal training sessions.
Founded in 2019 by Nidhisha Varshney and Aditi Gupta, Fitverse.ai uses computer vision and machine learning to analyze users' form and provide real-time feedback and corrections. The platform offers a range of workouts, from strength training and cardio to yoga and Pilates, all led by certified trainers.
Their mission is to democratize access to high-quality, personalized fitness training. By leveraging AI and machine learning, they are able to offer a highly effective, affordable solution that can be accessed from anywhere, anytime. The platform saw a surge in demand during the pandemic, with users looking for convenient, safe ways to stay fit from home.
The Nutrition Revolution: Fueling Fitness with Food
While exercise is a crucial component of fitness, nutrition plays an equally important role. Startups like HealthifyMe and Grow Fit are leveraging technology to offer personalized nutrition coaching and healthy food delivery services.
HealthifyMe, founded in 2012 by Tushar Vashisht and Sachin Shenoy, is a digital health and fitness platform that offers a range of services, from calorie tracking and meal planning to one-on-one coaching with certified nutritionists and trainers. The platform uses AI and machine learning to offer personalized recommendations based on users' goals, preferences, and lifestyle.
The Way Forward: Innovating for India's Diverse Needs
The fitness startup boom has not gone unnoticed by investors, who are betting big on the sector's growth potential. According to a report by Tracxn, Indian fitness startups raised over $400 million in funding in 2021, a 2x increase from the previous year.
While the fitness startup ecosystem is thriving, there is still a long way to go in terms of making personalized fitness accessible and affordable for all Indians. With a population of over 1.3 billion, India has a wide spectrum of fitness needs and spending capabilities, from affluent urban millennials to low-income rural communities.
Startups need to innovate not just in terms of technology, but also in terms of business models and partnerships. For example, startups like Fitternity and Gympik are partnering with corporates to offer employee wellness programs, while others like Cure.fit have explored insurance partnerships to make their services more affordable.
Personalized fitness is the future, but it needs to be inclusive and accessible for all. Startups need to think creatively about how to reach underserved segments and create solutions that are not just effective, but also affordable and culturally relevant.
For founders and operators in the startup ecosystem, the fitness space presents a massive opportunity to create value and impact at scale. By focusing on personalization, affordability, and cultural relevance, startups can help create a healthier, fitter India.
