Archive · 2 Sep 2025
Curefit's Strategy: Retention in a Fragmented Fitness Market
Curefit, a company with its main brand cult.fit, is trying to keep customers using their fitness services for a long time.
They're doing this in a fitness market where people often switch between different options.
Curefit offers different types of fitness, making it convenient and fun.
They focus on making fitness a habit by using things like challenges and rewards.
They also have many locations to make it easy for people to go.
They want to grow by letting their customers help, building a community, and using technology like AI to personalize workouts.
By doing these things, Curefit aims to build a strong brand and keep customers coming back.
Curefit operates the fitness brand cult.fit, aiming to retain customers in a fragmented market.
The company uses a multi-brand strategy to cater to diverse fitness goals and preferences.
Cult.fit has a high retention rate and gets a large portion of its new users through referrals.
Key strategies include habit-building, convenient locations, and a variety of training options.
Curefit is building a house of brands to offer a wider range of fitness services.
- Who
- Curefit, a health and fitness startup
- What
- is focusing on customer retention in the fitness market
- When
- Since its founding in 2016, and particularly after the COVID-19 pandemic
- Where
- India
- Why
- To become India's largest self-sustaining fitness collective
- Company
- Curefit
- Flagship Brand
- cult.fit
- Founded
- 2016
- Valuation (2021)
- $1.56 Billion
- User Acquisition
- 62% from referrals
- Retention Rate
- 34%