India’s health and wellness industry has grown rapidly over the last decade, driven by rising awareness about fitness, preventive healthcare, and mental well-being. Among the many startups in this space, Cult.fit has emerged as a market leader by offering a comprehensive ecosystem that combines offline fitness centers with digital wellness solutions. From structured workout programs and gym memberships to online fitness classes and lifestyle products, Cult.fit has built a scalable and sustainable hybrid business model.
This article explains how Cult.fit makes money, highlights its major revenue streams, and explores why its business model works effectively in India’s competitive fitness landscape.
Introduction to Cult.fit
Founded in 2016 by Mukesh Bansal and Ankit Nagori, Cult.fit (formerly Cure.fit) is a technology-led health and fitness platform focused on preventive healthcare. The company aims to make fitness accessible, engaging, and results-driven for people with busy lifestyles. By combining digital innovation with physical fitness infrastructure, Cult.fit caters to users who prefer flexibility, personalization, and convenience.
Cult.fit offers a wide range of services, including:
Offline fitness centers across major Indian cities
Online workout and training programs
Gym and fitness memberships
Corporate wellness and employee fitness solutions
Fitness apparel and equipment through its D2C brand, Cultsport
Cult.fit Business Model Overview
Cult.fit operates on a hybrid online-offline business model, allowing it to scale efficiently while maintaining strong customer engagement. The platform integrates physical workout spaces with a digital ecosystem that includes live classes, on-demand content, and app-based fitness tracking.
The core pillars of Cult.fit’s business model include:
Subscription-based fitness memberships
Offline and online fitness services
Partner gyms and franchise collaborations
Product and merchandise sales
Corporate wellness programs
This diversified approach helps Cult.fit reduce risk and maintain consistent revenue growth.
Key Revenue Streams of Cult.fit
Membership & Subscription Revenue (Cultpass)
Membership subscriptions form the backbone of Cult.fit’s revenue model. The company offers various Cultpass plans tailored to different fitness needs and budgets. These plans provide users with access to gyms, group classes, and digital workouts.
Key subscription offerings include:
Cultpass Elite for premium gym and studio access
Cultpass Pro for select gyms and workout formats
Digital-only subscriptions for online fitness content
Monthly and annual subscription fees generate predictable and recurring income for the company.
Offline Fitness Centers & Group Classes
Cult.fit operates its own branded fitness centers that focus on community-driven and instructor-led workouts. These centers provide a premium fitness experience that goes beyond traditional gyms.
Popular workout formats include:
Strength and conditioning training
Yoga and flexibility sessions
HIIT and functional training
Dance fitness and boxing
Revenue from offline centers comes through:
Membership fees
Paid workout sessions
Personal training packages
Online Fitness & Digital Classes
The digital fitness platform allows users to work out anytime and anywhere, making fitness more accessible. Cult.fit’s online offerings gained significant traction during the pandemic and continue to remain a strong revenue contributor.
Digital fitness revenue is generated through:
Live instructor-led workout sessions
On-demand fitness and yoga videos
Structured training programs and challenges
This model is cost-effective and highly scalable, supporting rapid user growth.
Corporate Wellness Programs (B2B Revenue)
Cult.fit partners with organizations to deliver corporate wellness solutions aimed at improving employee health and productivity. These programs help companies promote a culture of fitness and well-being.
Corporate wellness offerings include:
Employee fitness memberships
Mental wellness and yoga sessions
Health challenges and engagement activities
B2B contracts provide long-term, stable revenue and strengthen Cult.fit’s presence in the enterprise segment.
Partner Gyms & Franchise Model
To expand quickly without heavy capital investment, Cult.fit collaborates with partner gyms across India. These gyms are listed on the Cult.fit platform, giving users more options and geographic coverage.
Revenue from this model comes through:
Revenue-sharing agreements
Partnership and onboarding fees
Platform commissions
This asset-light strategy supports faster expansion and operational efficiency.
Cultsport: Fitness Apparel & Equipment Sales
Cult.fit also monetizes its brand through Cultsport, its direct-to-consumer fitness and lifestyle brand. Cultsport complements fitness services by offering products that support an active lifestyle.
Cultsport products include:
Activewear and sports apparel
Fitness accessories
Home workout and gym equipment
Product sales help increase customer lifetime value and diversify revenue streams.
Financial Performance & Growth
Cult.fit has demonstrated strong revenue growth by focusing on subscription retention, expanding digital services, and optimizing operational costs. The company continues to invest in technology, brand building, and partnerships to strengthen its market position.
Key growth drivers include:
Rising demand for fitness subscriptions
Expansion of partner gyms
Growth in digital fitness adoption
Increased focus on cost efficiency
Cult.fit remains one of India’s most closely watched fitness startups, with discussions around long-term profitability and future public listing.
Why Cult.fit’s Revenue Model Works
Cult.fit’s success lies in its ability to balance innovation with execution. By creating an ecosystem rather than a single service, the company has built a sustainable business model.
Key reasons for its success include:
Recurring subscription-based income
Strong hybrid online-offline presence
Trusted and recognizable brand
Multiple diversified revenue sources
Technology-driven customer engagement
Conclusion
Cult.fit’s revenue model highlights how modern fitness companies can scale effectively in India. Through subscriptions, digital fitness, offline centers, corporate wellness programs, partner gyms, and product sales, Cult.fit has created a resilient and diversified business.
As the health and wellness industry continues to expand, Cult.fit is well-positioned to remain a leader by continuously innovating and adapting to changing consumer needs.
