Introduction
India’s fitness and wellness industry is experiencing unprecedented growth, fueled by rising health consciousness, post-pandemic lifestyle shifts, and the influence of digital technologies. As disposable incomes grow and urban consumers prioritise preventive health, the sector has expanded beyond gyms and diet plans to become a holistic lifestyle choice.
The Indian fitness and wellness market is currently estimated at ₹90,000+ crore (~$11B) and is projected to grow at a CAGR of 15–20% over the next five years, driven by increased awareness, smartphone penetration, and the demand for integrated health solutions.
Two dominant approaches have emerged:
- Omnichannel ecosystems that integrate offline fitness centres, online workouts, nutrition services, mental wellness programs, and retail products, offering a 360° wellness experience.
- Digital-first health platforms that deliver AI-powered, personalised nutrition and fitness coaching via mobile apps, making wellness accessible to users anywhere, anytime.
Cult.fit (Cure.fit) and HealthifyMe represent these two archetypes, each carving a distinct niche in how Indians approach fitness, nutrition, and overall well-being. While Cult.fit focuses on community-driven physical experiences enhanced by technology, HealthifyMe emphasises data-led personalisation and scalable digital engagement. Together, they showcase the evolving face of India’s wellness revolution.
Comparative Overview
| Aspect | HealthifyMe | Cult.fit (Cure.fit) |
| Founded | 2015, Bangalore | 2016, Bangalore |
| Core Model | AI + human coaching via mobile app for nutrition, workouts, and lifestyle improvement | Physical fitness centres + app for workouts, nutrition, mental wellness, retail |
| Key Differentiator | AI features like Ria (AI coach) & Snap (photo-based food logging) | Cultpass memberships integrating offline gyms, live classes, and a hybrid model |
| Geographical Reach | 40M+ users in 300+ cities | ~50–80 cities; ~580+ centres (owned + franchise/partner) |
Cult.fit (Cure.fit) vs HealthifyMe: Revenue Trends(₹Cr)
Insights:
- HealthifyMe grew consistently from FY20 to FY23 (CAGR ≈ 60.82%) before a slight dip in FY24 (–9%), reflecting a strategic shift toward premium plans and cost control.
- Cult.fit (Cure.fit) saw a sharp FY21 drop due to COVID closures, but rebounded strongly in FY23 ( +205.06%) and maintained moderate growth (+7.09%) in FY24.
- Even at its lowest point, Cult.fit‘s scale was more than triple HealthifyMe’s revenue, ending FY24 at nearly 5x the size.
- HealthifyMe’s digital model delivers steadier revenue, while Cure.fit’s diversified offline + online offerings create higher peaks but more volatility.
Product Offerings & Services
| Category | HealthifyMe | Cult.fit (Cure.fit) |
| Fitness | App-based workouts via Healthify Studio (live online classes) | Group classes (boxing, yoga, HRX, dance, etc.), gym sessions, and cultpass Home workouts |
| Nutrition | Calorie tracking via AI, personalized plans with Ria, and device-enabled HealthifyPro plans | Eat.fit healthy meal delivery and subscription-based meal plans |
| AI/Tech Features | AI assistant Ria, AI food logging with Snap, device integrations (CGM, smart scale) | Tech-enabled cultpass bookings, live Energy Meter for form tracking with AI |
| Mental Wellness | Meditation and mental health programs are included in app subscriptions | Mind.fit yoga and meditation classes, therapy services under the wellness vertical |
| Memberships/Subs | Freemium base with added paid tiers, including HealthifyPro (AI+Coach + devices) | Cultpass tiers: Home, PRO, Elite, Live, plus Cult Transform (coach + nutrition guidance) |
| Retail & Other | Healthify products (smart scale, CGM) & snack bars available via HealthifyStore | Cultsport apparel, fitness gear, sports facilities (Cult Play for badminton, tennis, etc.) |
Customer Engagement Strategies
| Aspect | HealthifyMe | Cult.fit (Cure.fit) |
| Personalization | AI coach Ria with tailored nudges; human coaches for depth | Trainer-led classes + hybrid (offline & online) formats |
| Gamification | Streaks, challenges, and success stories | Group workouts and transformation challenges |
| Community | In-app groups and user stories | Cohort batches and “fitness tribe” culture |
| Retention | Targeted reactivation campaigns | “Unlimited Pause” membership freeze option |
| Influencer & Content | Celebrity tie-ins, health tips, and nutrition content | Celeb ambassadors, marathons, bootcamps, social media engagement |
| Partnerships | Swiggy, Milkbasket, Fitternity | Corporate wellness tie-ups, partner gyms |
Evolution & Growth Strategies
HealthifyMe:
- Started as a calorie tracker → evolved into an AI-driven health platform.
- Added human + AI coaching to improve outcomes & scale.
- Launched HealthifyPro for bio-tracking & metabolic health.
- Expanded into Tier-2/3 markets; preparing for global expansion (US entry).
- FY24 focus: cost optimization → loss reduction from ₹142 Cr to ₹88 Cr.
Cult.fit (Cure.fit):
- Rapid physical expansion pre-COVID (own centres + acquisitions like Gold’s Gym India).
- COVID pivot to live online classes & hybrid memberships.
- Post-pandemic: strong rebound, scaling revenue past ₹1,000 Cr.
- Strategic investments from Tata Digital & Zomato for growth and ecosystem synergy.
- FY24: Margin focus while keeping expansion steady.
Conclusion
- Market positioning: Cure.fit dominates in scale & physical presence, while HealthifyMe leads in AI-driven digital engagement.
- Strengths:
- HealthifyMe – lean model, tech-led personalization, lower fixed costs.
- Cult.fit (Cure.fit) – community brand power, hybrid model, diversified revenue streams.
- HealthifyMe – lean model, tech-led personalization, lower fixed costs.
- Challenges:
- HealthifyMe – slower revenue scale, competition in the app space.
- Cult.fit (Cure.fit) – high operational costs from offline footprint.
- HealthifyMe – slower revenue scale, competition in the app space.
- Future outlook: Both will likely move toward hybrid models—Cure.fit adding more digital services, HealthifyMe is integrating selective offline touchpoints.
- Together, they are redefining India’s fitness & wellness by making it more accessible, engaging, and results-driven.
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