Cult.fit

Cult.fit (formerly Cure.fit) is an Indian health and fitness company headquartered in Bengaluru, Karnataka. Founded in 2016 by Mukesh Bansal and Ankit Nagori, the company operates fitness centres, sports facilities, digital fitness programs, and wellness services across India.

History

Cult.fit was founded in 2016 by Mukesh Bansal, co-founder of Myntra, and former Flipkart executive Ankit Nagori. The company was established to combine fitness, nutrition, and preventive healthcare services through a technology-enabled platform.

The company launched multiple consumer-facing brands, including Cult.fit for fitness services, Eat.fit for healthy food delivery, Mind.fit for mental wellness, and Care.fit for healthcare services.

In 2018, Cure.fit announced plans to expand its operations into additional Indian cities, including Hyderabad, as part of its strategy to broaden its fitness and wellness network across the country.

In 2019, The Hindu described Cult.fit's group-workout model and expanding network of fitness centres, noting its growing popularity among urban consumers and its focus on making fitness more accessible through technology-enabled services.

During the COVID-19 pandemic, the company expanded its digital offerings, including online fitness classes, personal training, and nutrition programs. In 2020, Cure.fit launched its digital fitness services in the United States, marking its first international expansion.

In 2020, the company was affected by the COVID-19 pandemic and implemented workforce reductions as part of a broader restructuring effort while expanding its digital fitness offerings.

Funding and ownership

Cult.fit has raised funding from investors including Accel, Kalaari Capital, Temasek, Zomato, and Tata Digital.

In 2021, Tata Digital announced an investment of up to US$75 million in Cure.fit as part of its expansion into digital consumer services.

According to The Economic Times, company executives stated in 2022 that Cult.fit was preparing for a potential public listing while continuing to expand its fitness and sports businesses.

In 2024, CNBC-TV18 reported that the company had revived plans for an initial public offering after previously postponing the proposal.

Subsequent reports by Moneycontrol stated that Cult.fit had appointed investment bankers and was preparing draft papers for a proposed IPO valued between ₹3,500 crore and ₹4,000 crore.

Acquisitions

Cult.fit has expanded through acquisitions and strategic partnerships within the fitness industry. In February 2022, the company acquired a majority stake in F2 Fun & Fitness, becoming the master franchise partner for Gold's Gym in India.

The company also acquired businesses including Fitternity, Fitkit, and RPM Fitness as part of its expansion strategy.

Operations

Cult.fit operates fitness centres, gyms, sports facilities, and digital fitness services across India. Its offerings include group workouts, gym memberships, sports coaching, personal training, and fitness-related consumer products.

According to The Ken, Cult.fit faced increasing competition from emerging organised fitness operators and low-cost gym chains, prompting the company to focus on operational efficiency, expansion strategy, and profitability.

The company expanded its consumer-products business through Cultsport and later broadened its offerings into lifestyle, health-tech, and Pilates-related services.

According to Mint, Cult.fit undertook a consolidation of its fitness-centre network while focusing on profitability, subscription-led growth, and operational efficiency.

In 2021, the company launched Cult Gyms, a gym format aimed at expanding its presence in the fitness-centre market and complementing its existing group-workout offerings.

In 2021, Cult.fit announced plans to expand into smaller Indian markets through a franchise-led model. The company stated that the strategy would help increase its presence beyond major metropolitan areas and support its nationwide growth plans.

In FY2022, Cult.fit reported revenue growth of 34% year-on-year, while recording a net loss of ₹681 crore as the company continued recovering from disruptions caused by the COVID-19 pandemic.

In 2024, Cult.fit undertook another round of workforce rationalisation, with reports stating that more than 100 employees were laid off as part of efforts to streamline operations and improve profitability.

In 2024, The Ken reported that Cult.fit was expanding its Cultsport business and pursuing a broader sports-retail strategy, drawing comparisons with Decathlon as the company sought to diversify beyond fitness memberships and services.

In 2025, Cult.fit partnered with MuscleBlaze to provide fitness and nutrition-related offerings for trainers and coaches.

In a 2025 interview, Cult.fit chief executive officer Naresh Krishnaswamy stated that the company expected increased consolidation within India's fitness industry and anticipated a shift toward organised gym operators over the following decade.

In 2025, The Ken published an investigation examining injury-related concerns associated with some of Cult.fit's group workout programmes. The report cited physiotherapists and customers who raised concerns about training practices and workout-related injuries as the company expanded its fitness operations.

In a 2026 profile, Fortune India described Cult.fit as one of India's largest unicorn startups and highlighted its strategy of growth through acquisitions, disciplined expansion, and community-led programming.

See also

• Mukesh Bansal
• Health club