Cult.fit is expanding beyond gym memberships with retail stores, fitness products, and affordable formats as it looks to build a more sustainable and profitable business.
When Cult.fit burst onto the scene, it sold more than workouts. It sold a lifestyle. Group classes, celebrity trainers, healthy meals and a slick app turned the Bengaluru-based startup into one of India's most recognizable fitness brands.
But building a fitness empire has never been easy.
After years of chasing growth, Cult.fit is now focused on something investors care about even more: profitability. And the company believes the answer lies beyond gym memberships.
Over the past few years, Cult.fit has quietly expanded its products business through Cultsport, offering everything from sportswear and footwear to fitness equipment and bicycles. It has also been increasing its retail presence and rolling out more affordable gym formats to reach customers beyond premium urban pockets.
The strategy reflects a larger shift underway across India's startup ecosystem. Companies that once prioritized scale above all else are now looking to build businesses with multiple revenue streams and stronger unit economics.
For Cult.fit, relying solely on monthly subscriptions is no longer enough. Selling products and expanding retail channels allows the company to earn from customers both inside and outside the gym, creating a broader fitness ecosystem.
The opportunity, however, comes with challenges. Retail expansion brings inventory costs, operational complexity and fierce competition from established sports brands and marketplaces.
Still, the company appears convinced that fitness in India is becoming a lifestyle category rather than just a service.
That raises a bigger question: can Cult.fit evolve from a chain of gyms into a full-fledged fitness and lifestyle brand?
If it succeeds, profitability may be only the beginning of its next chapter.
Filed by
Startup Unplugged
