CureFit’s Journey to Unicorn Status: A Holistic Approach to Fitness, Friendship, and Wellness

Introduction

The CureFit journey to unicorn status began in 2016 when CureFit (now Cult.fit) entered the Indian fitness landscape with a vision to transform how people approached health and wellness. Founded by Mukesh Bansal and Ankit Nagori, the company identified a significant opportunity in the fragmented fitness market, where services for physical fitness, mental health, and nutrition were scattered and disconnected.

CureFit’s mission was to integrate these essential elements into a single, cohesive platform that offered users a holistic approach to physical and mental well-being.

By 2021, CureFit had achieved unicorn status, valued at over $1 billion. However, their impact extends far beyond financial milestones. Today, they are a leader in the Indian fitness industry, transforming the lives of millions of people across the country.

Having been a member for the last 18 months, I have personally experienced this transformation, and it has had a profound impact on my fitness journey, friendships, and overall well-being.

Curefit Journey to Unicorn Status – Key Strategies

1. The Opportunity: A Fragmented Wellness Market

Before CureFit’s emergence, the Indian fitness market was highly fragmented, with separate offerings for gyms, yoga studios, mental health services, and healthy food providers. People who wanted a well-rounded approach to fitness and wellness had to rely on multiple service providers, which was not only inconvenient but also limited their ability to track progress across various aspects of health.

CureFit saw this gap and seized the opportunity to create a comprehensive wellness ecosystem that addressed all facets of well-being—physical fitness, mental health, and nutrition.

As Mukesh Bansal, Co-founder, explains:

“We wanted to redefine how people perceived fitness, integrating the physical, mental, and nutritional aspects of health under one umbrella. This wasn’t just about building a fitness brand; it was about building a way of life.”

Actionable Takeaway:

For startups, identifying gaps in the market where customer needs are unmet can be the key to unlocking large opportunities. A holistic approach that addresses multiple pain points at once can lead to stronger customer engagement and brand loyalty.

2. Building the CureFit Ecosystem: Fitness, Food, and Mental Health

CureFit (now Cult.fit) started with fitness centers under Cult.fit, but soon expanded by incorporating mental wellness services through Mind.fit and healthy food delivery with Eat.fit. This created a 360-degree wellness ecosystem, offering users access to fitness classes, mental health support, and nutritious meals—all through one integrated app.

By introducing Care.fit, CureFit further extended its services to include preventive healthcare, making it a one-stop solution for holistic wellness. This comprehensive model allowed them to engage users more deeply than any single-service provider could.

As Ankit Nagori, Co-founder, states:

“The success of CureFit lies in its ability to simplify wellness. We made it possible for users to take care of their physical, mental, and nutritional health without leaving the app. This seamless integration was key to customer retention and satisfaction.”

From my personal experience, the diversity of classes offered at Cult.fit—from dance, yoga, strength training, to high-intensity workouts—was what initially drew me in. I discovered a passion for fitness that went beyond just physical transformation. The combination of dance classes and strength sessions, as well as the mental health support offered, gave me a holistic approach to staying fit.

Actionable Takeaway:

Startups that build an ecosystem addressing multiple customer needs can significantly boost engagement and loyalty. Expanding into complementary verticals provides a comprehensive solution that drives deeper user relationships and greater opportunities for revenue generation.

3. Strategic Acquisitions and Growth

One of the driving forces behind CureFit’s rapid growth has been its strategic approach to acquisitions. By acquiring brands such as Fitness First India and Seraniti (a mental wellness platform), CureFit expanded its service offerings and dominated multiple sectors within the wellness industry. These acquisitions allowed CureFit to quickly scale without having to build each service from scratch, effectively buying market share while simultaneously integrating new services into their platform.

This approach to growth also made CureFit more attractive to investors and positioned them as a leader in multiple aspects of wellness.

Actionable Takeaway:

Startups should consider strategic acquisitions as a way to accelerate growth and diversify their offerings. Acquiring complementary businesses allows for faster expansion, helps capture new market segments, and strengthens the company’s overall value proposition.

4. Expansive Network of Fitness Centers Across India

One of CureFit’s major strengths is its extensive network of fitness centers. With over 500+ centers in more than 50 cities, Cult.fit offers incredible accessibility, particularly in major metropolitan areas. Whether you are in Mumbai, Delhi, Bangalore, or Hyderabad, Cult.fit has a presence in the key neighborhoods and urban centers. This wide reach ensures that users can access Cult.fit wherever they are, making it easier to stay committed to their fitness goals even while traveling.

Additionally, the variety of fitness formats available at these centers—from high-intensity HRX workouts, yoga classes, boxing, and hybrid gyms, to dance fitness sessions—gives users the flexibility to choose workouts that best suit their preferences and fitness levels.

Actionable Takeaway:

For startups aiming to scale, creating a widespread, accessible network can significantly improve customer satisfaction and engagement. Providing multiple formats or options at each location helps cater to a wider audience.

5. Affordability and Referral Programs: Value for Money

Despite the wide variety of services and the extensive network of fitness centers, Cult.fit has maintained affordable pricing for its users. The company offers a range of membership options that make it accessible for people with different budgets. The memberships, especially with long-term offers and discounts, provide great value considering the extensive access to classes and wellness services.

Additionally, Cult.fit offers users referral programs where they can refer a friend and earn extended services or discounts. This not only helps spread the word about Cult.fit but also gives loyal users more ways to benefit from the platform.

Actionable Takeaway:

Pricing your product or service competitively and offering referral incentives can help businesses reach a wider audience while also rewarding loyal customers. Cult.fit’s pricing strategy, combined with referral programs, has helped create a sense of community and loyalty among its users.

6. The Role of Technology: Personalized Wellness at Scale

CureFit (now Cult.fit)  has always placed a strong emphasis on leveraging technology to personalize user experiences. Through its app, the company tracks user behavior and health metrics to offer personalized fitness plans, diet recommendations, and progress tracking. This use of data-driven insights has been central to CureFit’s ability to scale, delivering a premium, customized experience to millions of users.

Mukesh Bansal highlighted the importance of technology in their strategy:

“The future of wellness is tech-driven. We used latest technology to create personalized fitness plans for every user, making it possible for us to offer a premium experience to millions of users simultaneously.”

From a member’s perspective, this personalized experience is one of CureFit’s greatest strengths. Their trainers adjust workouts based on individual fitness levels, ensuring that everyone can participate safely while pushing their limits. This level of personalization makes each workout session feel like it’s tailored specifically for you.

Actionable Takeaway:

Startups should focus on technology and data-driven personalization to enhance the customer experience. Providing customized experiences increases customer satisfaction and builds long-term loyalty.

7. Fitness Buddies: The Transformative Power of Community

One of the standout features of CureFit’s model is its emphasis on community building, both online and in-person. This sense of belonging has been a cornerstone of their success. From group fitness classes to gamified challenges, CureFit has cultivated an environment that encourages social interaction and mutual support.

For me, the friendships I’ve formed with my fitness buddies at Cult.fit have been invaluable. From the camaraderie during dance classes to the support we give each other in strength training sessions, having fitness buddies has not only motivated me but also transformed my fitness journey.

In my own words:

“The power of fitness buddies lies not only in their ability to inspire and challenge you but also in the profound friendships that blossom along the way. Together, we are growing stronger, dancing with passion, and conquering our fitness goals.”

These friendships have expanded beyond fitness, creating a support system that has enriched my life both inside and outside the gym.

Actionable Takeaway: Building a community around your brand is just as important as the product or service itself. Startups can use this strategy to increase user engagement, foster loyalty, and create a deeper emotional connection with their customers.

8. Celebrity Endorsements and Brand Building

CureFit understood the importance of building a strong brand early on, and one of their most successful moves was leveraging influencer marketing. Fitness icon Hrithik Roshan became the face of the brand, investing in the company and promoting it across various platforms. His association gave CureFit instant recognition and helped the brand reach a wider audience.

As Hrithik Roshan put it:

“Fitness is about consistency and having fun. Cult.fit made it accessible and enjoyable for everyone, which is why I became a part of this movement.”

By combining star power with a community-driven brand, CureFit was able to build a brand that resonates deeply with fitness enthusiasts across India.

Actionable Takeaway: Startups can benefit greatly from strategic influencer or celebrity partnerships that align with their brand values. These endorsements can elevate brand perception, expand reach, and drive engagement.

9. The Pandemic Pivot: Adapting to Change

When the COVID-19 pandemic disrupted in-person fitness activities, CureFit was quick to pivot to online fitness classes. This shift allowed them to stay relevant and continue serving their users during lockdowns. CureFit’s hybrid model of online and offline classes remains one of their strongest features today, offering flexibility and accessibility to users who can’t make it to physical centers.

This ability to adapt quickly to external challenges is a testament to CureFit’s resilience and commitment to customer satisfaction.

Actionable Takeaway:

Being able to pivot quickly in response to market changes is crucial for survival and growth. Startups should build flexible business models that allow them to adapt without losing momentum.

10. CureFit Today: Beyond Unicorn Status

While CureFit’s unicorn status is an impressive milestone, their success is measured by more than just valuation. With over 500+ fitness centres in 50+ cities across India and a membership base exceeding 1 lakh, CureFit continues to lead the wellness industry. Their expansion into international markets and their focus on mental health and nutrition have helped raise awareness about the importance of holistic well-being.

Their impact goes beyond fitness, as they are creating a healthier, happier society, one member at a time.

Actionable Takeaway:

Even after achieving unicorn status, startups should focus on innovation, expansion, and social impact to sustain long-term growth and success.

Conclusion

CureFit’s rise from a fitness startup to a unicorn is a powerful example of how building an ecosystem, leveraging technology, creating a community, and making strategic partnerships can lead to extraordinary success. Their journey offers valuable lessons for any entrepreneur or business leader looking to build and scale a startup.

For new entrepreneurs, CureFit’s success story provides key takeaways:

• Identify market opportunities where customer needs are unmet.
• Build an ecosystem that addresses multiple problems in one solution.
• Use technology to offer personalized, data-driven experiences.
• Build a community that fosters engagement and loyalty.
• Be prepared to pivot and adapt in response to market changes.

CureFit’s (now Cult.fit) journey is a testament to the transformative power of vision, community, and resilience.