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.