Cult Fit Business Model: How does Cult Fit Earn Money?

Cult.fit, founded in 2016 by Mukesh Bansal and Ankit Nagori, has rapidly emerged as a leading health and wellness platform in India. By integrating fitness, nutrition, mental well-being, and preventive healthcare, Cult.fit offers a comprehensive approach to health, distinguishing itself in the competitive wellness industry. This article delves into Cult.fit’s multifaceted business model and explores the various revenue streams that contribute to its financial success.

Fitness Services

At the core of Cult.fit’s offerings is its fitness vertical, which encompasses both offline and online services:

• Offline Fitness Centers: Cult.fit operates numerous physical fitness centers across India, providing group workout sessions such as yoga, Zumba, boxing, strength and conditioning, and dance fitness. Customers can choose from various membership plans, including monthly, quarterly, and annual subscriptions, granting them access to these classes. The company has also adopted a franchise model to expand its reach into smaller cities, enabling rapid growth and increased market penetration.
• Digital Fitness Platform: Recognizing the growing demand for at-home fitness solutions, Cult.fit offers live and on-demand workout sessions through its mobile application. Users can subscribe to access a wide range of classes, including HIIT, yoga, and strength training, allowing flexibility and convenience.

Nutrition Services (Eat.fit)

Cult.fit’s nutrition vertical, Eat.fit, focuses on promoting healthy eating habits:

• Healthy Meal Delivery: Eat.fit provides subscription-based meal delivery services, offering calorie-counted meals tailored to various health goals such as weight loss, muscle gain, or general wellness. Customers can opt for daily or weekly meal plans, ensuring regular access to nutritious food.
• À La Carte and DIY Kits: In addition to subscription plans, Eat.fit offers à la carte meal options and DIY food kits, allowing customers to prepare healthy meals at home with pre-measured ingredients and recipes.

Mental Wellness (Mind.fit)

Addressing the importance of mental health, Cult.fit’s Mind.fit vertical offers:

• Meditation and Mindfulness Sessions: Guided meditation programs are available through the app, helping users manage stress and improve focus.
• Therapy Services: Cult.fit provides access to certified therapists for virtual and in-person counseling sessions, catering to individuals seeking professional mental health support.

Preventive Healthcare (Care.fit)

Cult.fit’s Care.fit vertical emphasizes preventive healthcare through:

• Doctor Consultations: Both online and in-clinic consultations are available for general health concerns, nutrition advice, and lifestyle management.
• Diagnostic Services: Comprehensive health check-ups and diagnostic tests are offered to monitor and maintain health.
• Chronic Disease Management: Long-term care plans are designed for managing chronic conditions like diabetes and hypertension.

Merchandise and Equipment Sales

Cult.fit has ventured into retail by offering branded fitness merchandise:

• Fitness Apparel and Accessories: The company sells activewear, fitness gear, and accessories through its app and physical centers, enhancing brand visibility and providing additional revenue streams.
• Fitness Equipment: Products such as yoga mats, resistance bands, and dumbbells are available for purchase, catering to customers who prefer home workouts.

Corporate Wellness Programs

Cult.fit collaborates with organizations to promote employee wellness:

• Customized Fitness Plans: Tailored workout programs are designed to meet the specific needs of corporate employees.
• Workshops and Seminars: Wellness workshops and seminars are conducted to educate employees on health and fitness topics.
• Membership Discounts: Exclusive discounts on memberships and services are offered to corporate partners, encouraging employee participation.

Franchise Model

To accelerate its expansion, Cult.fit has adopted a Franchisee-Owned, Franchisee-Operated (FOFO) model:

• Franchise Opportunities: Entrepreneurs can invest in Cult.fit franchises, benefiting from the brand’s established reputation and operational support.
• Standardized Operations: Franchisees receive assistance with best practices, equipment sourcing, training, and marketing strategies, ensuring consistency across locations.

Financial Performance

As of the fiscal year 2023, Cult.fit reported revenues of approximately ₹700 crore, reflecting significant growth since its inception. The company’s diversified revenue streams and strategic expansion initiatives have contributed to its financial success.

Conclusion

Cult.fit’s comprehensive business model, encompassing fitness services, nutrition, mental wellness, preventive healthcare, merchandise sales, corporate programs, and franchising, has established it as a leader in India’s health and wellness industry. By leveraging both offline and online platforms, the company effectively caters to a wide audience, promoting holistic well-being and ensuring sustained revenue growth.