In a world where health and fitness have become essential aspects of everyday life, Cult.fit has emerged as a pioneer in delivering integrated wellness solutions tailored to modern lifestyles. Founded in 2016 by Mukesh Bansal, co-founder of Myntra, and Ankit Nagori, former Chief Business Officer at Flipkart, Cult.fit (formerly Cure.fit) has evolved from a fitness app to a complete health and wellness ecosystem.
Based in Bengaluru, Cult.fit aims to make fitness and healthy living accessible and enjoyable for a broader Indian audience by merging physical experiences with digital convenience. Over the years, it has become one of the most prominent names in India’s health-tech space, offering services that span fitness, nutrition, mental health, diagnostics, and healthy food delivery.
Key Offerings by Cult.fit
Cult.fit is structured around four primary verticals, supported by smart technology and deep customer insight:
1. Fitness (Cult)
The most recognizable pillar of the brand, Cult offers:
- Group workout classes (both online and offline)
- Strength & conditioning, HRX, yoga, boxing, and dance fitness
- Personal training and goal-based programs
- Integration with fitness wearables and tracking tools
Cult.fit operates a chain of branded fitness centers across major Indian cities, designed to provide community-based fitness experiences.
2. Mental Wellness (Mind.fit)
Understanding the growing importance of mental health, Mind.fit provides:
- Guided meditation and mindfulness sessions
- One-on-one counseling and therapy
- Mental health assessments and content-based learning for stress management
This vertical caters to the rising demand for accessible, stigma-free mental health support in India.
3. Healthcare (Care.fit)
Care.fit delivers an integrated healthcare solution that includes:
- General physician and specialist consultations (online & in-person)
- Preventive health checkups and diagnostics
- Health records storage and prescription management
By blending telemedicine with physical clinic infrastructure, Care.fit offers a convenient and tech-friendly health service.
4. Nutrition and Food (Eat.fit)
Eat.fit focuses on:
- Delivering balanced, calorie-counted meals
- Subscription-based healthy meal plans
- Cloud kitchens operating under hygienic and controlled conditions
With menu items curated by nutritionists, Eat.fit emphasizes sustainability, portion control, and flavor.
5. Cultpass & Cultsport
- Cultpass gives users different levels of access to classes and gyms (Live, Pro, Elite)
- Cultsport, the company’s apparel and equipment line, features affordable, quality gear, from resistance bands to activewear
Together, these sub-brands reinforce the Cult.fit ecosystem by making it easier for users to engage with all aspects of wellness from one platform.
Business Model
Cult.fit operates on a hybrid business model that integrates digital and physical touchpoints. Its core approach is direct-to-consumer (D2C), where users subscribe to services via a mobile app, enabling seamless navigation across workouts, food, healthcare, and mental wellness.
Key elements of the business model:
- Subscription-based access: Cultpass memberships serve as the backbone for recurring revenue
- Vertical integration: Cult.fit owns and manages its fitness centers, kitchens, and clinics
- Multi-brand strategy: All sub-brands operate under the same umbrella to promote cross-utilization
- Data-driven personalization: AI algorithms suggest workouts, meals, and therapy based on user behavior
This integrated model allows Cult.fit to offer a unified and holistic experience across all pillars of health.
Revenue Streams
Cult.fit draws revenue from multiple interconnected sources, including:
- Subscriptions: Through Cultpass, users pay monthly or annual fees to access gyms, classes, and digital services
- Healthcare services: Paid doctor consultations, therapy sessions, and diagnostic tests contribute to the medical vertical’s revenue
- Meal deliveries: Customers purchase healthy meals on a per-order or subscription basis via Eat.fit
- Merchandise sales: Apparel and fitness equipment sold under the Cultsport label
- Corporate partnerships: Many companies partner with Cult.fit for employee wellness packages
This multi-pronged revenue model ensures that the company is not overly dependent on one vertical, which helped it navigate disruptions like the COVID-19 pandemic.
Funding and Investment Timeline
Cult.fit has raised over $650 million in funding since its inception. Major investment rounds include:
- Series A & B (2017-2018): Backed by Accel Partners, Kalaari Capital, and IDG Ventures
- Series C & D (2019-2020): Raised significant capital from Temasek Holdings, Chiratae Ventures, and Goldman Sachs
- Strategic Investment (2021): Tata Digital acquired a majority stake, marking a key turning point in Cult.fit’s expansion strategy
With each funding round, the company expanded into new cities, added more services, and invested in backend technology to scale operations effectively.
Case Study: Digital Pivot During COVID-19
When the pandemic hit in 2020, Cult.fit was forced to shut down its physical fitness centers. Rather than halting operations, the team rapidly pivoted to digital solutions:
- Launched Cult.live: A feature that enabled users to join live workout classes from home
- Expanded Mind.fit offerings: Free meditation and wellness sessions during lockdowns
- Boosted telemedicine: Care.fit’s virtual consultation numbers grew 4x
- Optimized delivery: Eat.fit continued delivering healthy meals with enhanced safety protocols
This strategic pivot helped the company maintain its user base and even grow its digital community, while many traditional gyms and wellness brands struggled to survive.
Impact:
- Increased app engagement by over 100% during the lockdown
- Gained millions of new users from non-metro cities
- Strengthened investor confidence in its digital-first model
SWOT Analysis
A strategic look at Cult.fit’s current position reveals the following strengths, weaknesses, opportunities, and threats:
Strengths
- Comprehensive health and wellness offering
- Strong brand recognition and urban presence
- High-quality tech infrastructure enabling personalization
- Strong backing from marquee investors like Tata Digital
Weaknesses
- High operational expenditure due to physical centers and kitchens
- Limited penetration in rural and semi-urban areas
- Pricing model may exclude budget-conscious consumers
Opportunities
- Increasing focus on preventive healthcare and fitness post-pandemic
- Growth potential in tier-2 and tier-3 cities through digital formats
- Expansion into international markets, particularly Southeast Asia
- Integration of wearables and health tracking into the app
Threats
- Competition from free fitness apps and YouTube influencers
- Regulatory hurdles in telemedicine and health services
- Potential saturation of the urban wellness market
- Retention challenges in a highly subscription-driven model
Conclusion
Cult.fit is more than just a fitness company—it’s a lifestyle brand that aims to redefine how people engage with health in their daily lives. Its integration of fitness, mental wellness, healthcare, and nutrition under a single digital platform is both innovative and forward-looking.
Backed by strategic investments and a user-centric business model, Cult.fit continues to scale new heights. Whether it’s adapting during a pandemic, launching new verticals, or expanding into new markets, the company shows resilience and a deep understanding of evolving consumer behavior.
As India’s population becomes increasingly health-conscious, Cult.fit is poised to remain a key player in the wellness economy—not just by offering services, but by building a culture of holistic well-being.
