Startup Success Story: Cure.fit (now Cult.fit)

Founders: Mukesh Bansal & Ankit Nagori

Founded: 2016

Headquarters: Bangalore, India

Industry: HealthTech, Fitness, and Wellness

The Idea

In 2016, two former Flipkart executives, Mukesh Bansal and Ankit Nagori, identified a massive gap in India’s health and wellness ecosystem. There were gyms, clinics, yoga studios, and nutritionists—but all were fragmented and unorganized. The duo wanted to build a single platform to address physical fitness, mental well-being, and nutrition—all under one roof.

Execution

They launched Cure.fit, which soon rebranded its fitness vertical as Cult.fit. The company offered:

• Cult.fit – Group fitness classes, both offline and online

• Mind.fit – Yoga and mental wellness sessions

• Eat.fit – Subscription-based healthy meals and food delivery

• Care.fit – Primary healthcare and diagnostics

The combination of tech-driven convenience (mobile app for bookings, tracking, and video sessions) and community-based workouts gained massive popularity, especially among urban millennials.

Key Strategies Behind Success

1. Tech + Content: Cure.fit built an engaging mobile app with gamified features, live classes, and user-friendly dashboards.

2. Celebrity Endorsements: Partnered with celebrities like Hrithik Roshan to build credibility and attract mass attention.

3. Omni-channel Model: Blended online and offline models. During COVID-19, their online live sessions saw exponential growth.

4. Data-Driven Approach: Used health data to personalize fitness, nutrition, and wellness recommendations.

   Funding and Growth

   • Raised $400M+ in funding from top investors like Temasek, Accel, Kalaari Capital, and SoftBank.

   • Acquired several startups in fitness, food, and diagnostics to strengthen its verticals.

   • Expanded to over 20 cities, with 300+ fitness centers before shifting focus toward digital scale.

     Challenges Faced

     • COVID-19 shut down many physical centers, leading to layoffs and restructuring.

     • Shifted focus to online fitness, resulting in a pivot from Cure.fit to Cult.fit with more emphasis on digital-first offerings.

       Impact & Vision

       Cult.fit today is a leading digital health & fitness platform in India, serving millions via:

       • Online fitness sessions

       • At-home workout programs

       • Mental health content

       • DIY nutrition plans and meal kits

       Their goal remains clear: Democratize access to holistic health—making it easy, accessible, and affordable for all.