NEW DELHI: Health and wellness platform Cure.fit has acquired fitness facilities aggregator Fitternity. With a collective user base of three million users, Cure.fit and Fitternity will together occupy greater market dominance in terms of empowering more than 5,000 fitness centres spread across the top 20 cities in India.
Cure.fit is also planning to help offline gyms upgrade their technology, operating procedures and aid them in increasing their visibility for better utilisation, yielding a 50-100 per cent increase in footfalls and revenue. As gyms start bouncing back in the post-pandemic world, Cure.fit and Fitternity together aim to play a pivotal role in helping with recovery and scale of the industry to counter the impact of Covid2019.
While Fitternity will continue to exist as a separate platform, this move will allow Cure.fit to scale Cult Pass – the company’s recently launched all-access pass to the best gyms and Cult centres in India. Cult Pass also marked Cure.fit’s foray into the gym and equipment-based workouts. This acquisition seeks to further build on that offering and establish Cure.fit as a market leader across all fitness formats.
Cure.fit co-founder Mukesh Bansal said: “Fitness in India is still in initial stages at sub one per cent penetration. Over the next 10-20 years, this will increase to 15-20 per cent like in the west. With increasing health awareness, demand is increasing, and we need to put up quality supply. With Fitternity on board, Cure.fit will improve existing offline gyms, bring them up to speed with better technology, and focus on empowering them to adjust to the post-Covid scenario amid changing consumer expectations.”
Fitternity co-founder & CEO Neha Motwani said: “We are delighted to join Cure.fit. At Fitternity, we have always focused on creating innovative solutions to make fitness easy and accessible for Indians - this vision will be further extended with our partnership. While Fitternity will continue to run as it always has, with Cure.fit, we will be able to create a formidable force to grow and drive scale for our partners.”
Cure.fit business head Naresh Krishnaswamy said: “Fitternity has done a great job in aggregating, enabling discovery and also helping create the right experiences for both partners and customers. This will help us give variety and choice to both B2C and B2B customers in their fitness pursuit.”
He added: “The first 30 gyms on Cult pass have seen a 2-3X increase in revenue. We are confident that the top 1,000 gyms on the combined platform will be deeply tech-enabled and will realise 50-100 per cent more business from the existing infrastructure.”
