Cure.fit – How This Startup Is Revamping The Idea Of Fitness

Fitness is an important aspect which tends to get overlooked in the current age.  With millennials reluctant to go to a gym or a park to workout and with the availability of fast food at the touch of a button, fitness is more important than ever before.  With famous chains such as Talwalkars, Gold’s Gym and Reebok Crossfit already existing in the market, a relatively new player, Cure.fit, took the industry by storm and disrupted it by providing services none of the existing players provided.

Founding of Cure.fit

Cure.fit was founded by Mukesh Bansal and Ankit Nagori in 2016.  Mukesh Bansal is well known for founding the startup Myntra, which turned out to be highly profitable in the online fashion segment before being acquired by Flipkart.  After the acquisition of Myntra, Mukesh Bansal took up the role of Head of Advertising Business & Commerce. After a stint at Flipkart, both Mukesh Bansal and Ankit Nagori decided to venture into the fitness industry, which was at a nascent stage at the time, by combining technology and service. 

The number of apps is increasing every day as there is an app for every small service.  The founders realised the need for aggregating multiple offerings on the same platform, eliminating the need for multiple applications on a mobile phone and offering a well rounded approach to healthcare and fitness.

Offerings

Cure.fit currently has 4 business verticals, which are Mind.fit, Cult.Fit, Eat.Fit and Care.fit.  Cure.fit offers subscription models, wherein users can opt for either of the four offerings or all of them.  Mind.fit offers mental wellness programs, Cult.fit offers physical wellness programs like zumba, yoga, weight lifting, martial arts and boxing.  Eat.fit offers curated meals which are calorie counted to complement a weight loss or weight gain journey. Care.fit offers access to trained healthcare professionals.

Growth

The startup initially started out small and in Bengaluru, Karnataka, India.  It slowly grew by acquiring and partnering with multiple small firms along the way to grow into what they are now.  The startup is now located at multiple locations in cities like Bengaluru, Hyderabad, Mumbai, Delhi, Chennai and Pune, to name a few.  Cure.fit also focuses on customer experience by integrating technology and human experience. For example, users can now book a time slot to attend their workout or order food online via the app.  Competitive price offerings with discounts encourage their audience to opt for either a six or a twelve month subscription.

During the initial days of their growth, Cure.fit relied heavily on celebrity endorsements.  It was easy to spot posters of well known Bollywood actors Hrithik Roshan and Tiger Shroff and Indian cricketer K.L Rahul.  These endorsements went a long way in cementing the position of their brand.

This fitness startup, which is still growing at a rapid pace, shows no signs of stopping anytime soon.  Cure.fit is making a visible change in how working professionals approach physical activity and fitness.

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