Fitness brands go online to engage Indian consumers

April 28, 2020
2 min read

While fitness centres remain shut to prevent the spread of coronavirus, fitness start-up Cult.Fit is launching cult.live to let consumers join classes from their homes. The program offers online classes, covering strength, cardio, HRX, and yoga, seven days a week, and incorporates real attendees’ real-time feedback via an energy meter to track the workouts.

To further build on engagement, post-workout progress reports are sent to attendees, including social features to motivate consumers to come back to train.

According to Mintel research, almost half of Indian consumers have accessed the internet via a smartphone. With gyms closed and fitness enthusiasts unable to leave the house, fitness brands that reach out to consumers online at home will gain brand loyalty.

Mintel Trend ‘Help Me Help Myself’ highlights how consumers are learning new ways to nudge themselves toward better habits and are seeking tools that help them stay on track to their personal goals and live better on a daily basis. While we’ve seen many fitness brands quickly pivot to video to help consumers maintain momentum, Cult.Fit has additional elements to help these new habits stick.

What we think

While brands across all industries have done well to switch gears so rapidly in light of new circumstances, it is crucial to ensure that the best experience is still being delivered. Brands that understand how consumers use their product in normal circumstances and factor in any barriers, in this instance, taking into account what helps consumers in a normal gym setting and recreating that online, will find themselves with greater market share even after the social distancing ends.

Elysha Young
Elysha Young

Elysha manages the Asia Pacific Mintel Trends team made up of expert analysts and trend spotters. She currently oversees content for Mintel Trends as well as client servicing for the region.

More from Mintel
  • Mintel Store
    Mintel Store
    Get smart fast with our exclusive market research reports, delivering the latest data, innovation, trends and strategic recommendations....
    View reports
  • Mintel Leap
    Mintel Leap is a revolutionary new AI-powered platform that will transform your research process....
    Book a demo
Subscribe to Mintel Spotlight
Related articles
May 10, 2024
As Indian consumers become increasingly health-conscious, the salty snacks market is undergoing a significant transformation. The traditional reliance on palm oil as a key ingredient in snacks is being questioned.
May 6, 2024
Mintel reveals how American consumer trends in food, beauty, personal care, and lifestyle are shaped by a delicate balance between health and indulgence, driven by technological advancements.
April 26, 2024
Retail
Article
On April 23, 2024, Chicago-based premium convenience stores Foxtrot Market and Dom’s Kitchen & Market permanently and abruptly closed all 35 locations with news of a Chapter 7 filing for…

Download the Latest Market Intelligence