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  • One million Indians make fitness a habit with cult

    One million Indians make fitness a habit with cult

    MUMBAI: India just got a little fitter! cult, the fitness and wellness platform from Curefit, has announced that one million members have successfully built lasting fitness habits through its programmes, a remarkable feat in a country where only 0.6 per cent of the population actively engages in fitness activities.

    At the heart of this achievement lies cult’s 3 by 4 framework, which defines habit formation as exercising at least three days a week for four consecutive weeks. Miss a session, and the cycle resets, making consistency the ultimate test. Backed by a seven-year study of 1.5 lakh members, the data revealed that users who complete this 3 by 4 cycle are three times more likely to stay active long-term.

    Interestingly, most achievers were between 25 and 34 years old, with men and women forming habits at nearly the same rate. More than half (58 per cent) built habits within the first month of joining.

    To make the process engaging, cult introduced features like ‘cult Ninja’, a gamified multiplayer challenge that keeps members motivated through levels, leaderboards and positive reinforcement. Trainers celebrate milestones, while streaks, nudges and flexible access across gyms, sports centres and online classes help users stay consistent, anytime, anywhere.

    “Our vision is to make fitness an achievable daily habit,” said cult CEO Naresh Krishnaswamy. “In a country where fitness isn’t a natural priority, we’ve built an environment that helps people stay committed. This milestone proves that with the right approach, fitness can become a way of life.”

    With offerings like cult Pro, cult Elite, cult LUX, cult PLAY, and partnerships with Gold’s Gym and Fitness First, the platform caters to every kind of fitness enthusiast, from beginners to pros.

    As cult continues to innovate and expand its ecosystem, one thing is clear, India’s fitness story is no longer a sprint, but a sustained, community-powered marathon.

     

  • cult asks members to ‘do nothing’ this National Lazy day

    cult asks members to ‘do nothing’ this National Lazy day

    MUMBAI: In a world that celebrates “rise and grind,” cult is pressing pause, literally. This National Lazy Day, the brand has launched a playful yet purposeful campaign, ‘cult Do Nothing Class’, to spotlight an often-ignored truth in the fitness conversation: real progress needs rest.

    The campaign is built on a simple insight that while people are increasingly tracking their workouts, steps and personal bests, far fewer take time to recover. They tend to ignore the fact that recovery is when the body actually repairs, adapts and grows stronger. With the ‘cult Do Nothing Class’, the brand is turning the spotlight on intentional rest, positioning it not as a break from fitness, but as a crucial part of the journey.

    The brand film opens inside a cult centre, where members arrive ready for their usual high-energy group workout. Instead, they walk into hammocks, bean bags and trainers in loungewear. No warm-ups, no squats, no burpees. Just breathing, sipping tea, relaxing in massage chairs or quietly unwinding. This is accompanied by cheeky signages like, “We’ve put a hard limit on effort today”, “Shoes off. Rest on” and “Unleash your chill.”

    cult head of brand marketing Siva Kumar Pedhapati said: “Fitness today is often linked with action, intensity and achievement. But recovery is equally important. That is where the real growth happens. With this campaign, we wanted to remind people that rest is not laziness, but an essential part of progress. We hope that it encourages individuals to embrace balance in their fitness and wellness journeys.”

    The phygital campaign came alive not just online, but in cult centres across Bengaluru, Delhi, Mumbai and Hyderabad. Around 1,000 members in 30 centres took part in the ‘cult Do Nothing’ classes, swapping their regular workouts for light, mindful movement and guided relaxation

    This campaign quickly sparked social conversations, gaining momentum online as influencers joined in, lauding cult for challenging the conventional ‘always-on’ fitness narrative and reinforcing the importance of reset and recovery as an essential part of a sustainable fitness journey.

    By leaning into the irony of “celebrating” Lazy Day, cult aims to start a larger conversation in India’s always-on culture, especially among urban professionals who live in high-pressure environments, about why rest is as important as repetitions.

    “Progress and community are at the heart of cult, and we’ll continue to drive conversations that challenge fitness stereotypes and celebrate movement,” Siva said.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by cult official (@wearecult)

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  • Boat & Cult.Fit join hands to launch all new home workout program ‘Fitness Xtended’

    Boat & Cult.Fit join hands to launch all new home workout program ‘Fitness Xtended’

    Mumbai: Leading lifestyle & fitness brands boAt and cult.fit have joined hands to launch a first-of-a-kind at-home workout program, Fitness Xtended.

    The six-week programme is a combination of yoga, strength and conditioning exercises, and HIIT workouts curated by some of the most popular fitness & lifestyle coaches, including Suvini Mehra, Naveen Sharma, Carolyn Theresa Simon, and Niran Ponnappa.

    This partnership emphasises the beauty of performing fitness along with accurate tracking and the impact that it can have when done together.

    The programme provides exclusive fitness videos on boAt’s crest app that can be accessed by anyone who owns select boAt smartwatches. The content is also available on the cult.fit app.

    The programme includes two phases of three weeks each and will cover 24 sessions over six weeks. Going forward, both brands plan to come up with more unique content and initiate various promotional activities on digital under the ‘Fitness Xtended’ campaign to reach a larger audience.

    Expressing his thoughts about the partnership, cult.fit growth and business head Naresh Krishnaswamy said. “We have always emphasised the importance and value of fitness. To bring about a shift in people’s attitude towards fitness and make India a healthier country, we are happy to engage with our audience in creative ways. This partnership with boAt is a new approach to influencing people about fitness, with the power of accurately tracking vitals, so each of us can understand our unique bodies better and find the best way to stay fit and healthy.”

    Adding to it, boAt brand manager Siya Wadhawan said, “In collaboration with the cult.fit, we’re excited to be part of this fitness revolution. By customising workout routines and running plans, our smartwatches enable users to move beyond basic activity tracking and advance in their fitness journeys. With this partnership, we continue to inspire and support boAtheads with products that support healthy living and enable them to select a fitter lifestyle.”

  • Tiger Shroff’s PROWL partners Cure.fit

    Tiger Shroff’s PROWL partners Cure.fit

    MUMBAI: Health-tech startup Cure.fit, launched by ex-Myntra executives, has tied up with brand PROWL, co-created by Mojostar and Tiger Shroff for an exclusive fitness program that will be led by the Bollywood actor who is known to be an avid fitness enthusiast, dancer and athlete. It will have combat, dance and functional fitness to music. The gym brand run under Cure.fit is called as Cult.

    Speaking on its association with PROWL, Cure.fit co-founder Mukesh Bansal said, “Cult’s ethos has always been to break free from the monotony of dull workouts and keep yourself motivated to stay fit, the fun way. Our association with Mojostar for the PROWL workout is in keeping with this very philosophy. Tiger is widely appreciated for his extraordinary dedication to martial arts, fitness, and dance, and we are confident this partnership will help us reach out to a wider untapped consumer base and chart new growth trajectories for Cure.fit.”

    Mojostar CEO Abhishek Verma added, “PROWL as a brand is all about seamless movement. Through the PROWL workout, Cure.fit has developed an innovative fitness routine which captures the essence of the brand. The involvement of Tiger in curating this workout shows in the intensity of the activities selected. I am confident that the PROWL workout will soon be a huge hit and will give Indians access to a more fun and engaging way to remain fit and active.”

    Commenting on the collaboration, Shroff said, “I am extremely delighted to have Mojostar partner with Cure.fit, a brand that values holistic fitness while ensuring novelty for fitness enthusiasts, for PROWL. Health and well-being is not just about heavy weights or cardio training. It is about taking care of your body and mind, whether you have a sedate lifestyle or even when you are on the go. Learning martial arts and dance has given me a sense of focus and grounding which helps my mind and body to remain fit. Through this association with Cure.fit, I hope the PROWL workout will engage all the fitness enthusiasts and help them in their journey for a holistic fitness experience.”