Cult.fit becomes largest at-home equipment player; acquires RPM fitness, Fitkit, Onefitplus, and Urban Terrain brands in a single transaction

Cult.fit, India’s largest fitness & wellness startup, today announced acquisition of the largest at-home cardio equipment brands – RPM fitness, Fitkit, and Onefitplus in a single transaction. Cult is also foraying into outdoor bicycles business with the brand, Urban Terrain.

The brands were built and scaled by Mohit Mathur and his team at Shoora Retail, who are all joining Cult to further expand the business. With a wide range of value-for-money treadmills, exercise bikes and outdoor bicycles that connect with any smartphone or tab, the brands are top sellers on Flipkart and Amazon.

Combined scale is about USD 20Mn ARR with 100K units of annual sales. These smart equipment connect with smartphones which users can use to track their performance, compete with their friends or walk & run in a virtual game environment. Cult is also getting the manufacturing capability for

bicycles and service network that extends to over 19K pincodes in the country.

This is the second acquisition in the space by Cult.fit after earlier acquiring Tread, a Bengaluru-based smart fitness-bike start-up last year. Cult also recently completed a USD 150Mn Series F fundraise and entered the unicorn club.

​​Talking about the acquisition, Shamik Sharma, Head of Digital Health, cult.fit said: “This acquisition enhances our product portfolio of at-home smart exercise equipment. We now have a range of options at all price points, starting from simple air bikes for Rs 5-7K to premium Cult bike for 50K. The fitness hardware market is expanding around the world, and we strive to bring the best innovation to our customers. Cult.fit is building the largest house of fitness D2C brands in the country, having the largest community of fitness enthusiasts.”

Mohit Mathur, founder, Shoora Retail, said: “We are excited to join hands with Cult. With their captive fitness user base, tech know-how, brand and capital, we should be able to double our business within the next year. Additionally, given Cult’s unmatched ability to build fitness communities, we can also rapidly grow our bicycles portfolio to emerge as India’s premier tech-led community bicycle brand.”

Cult is also expanding the manufacturing capability which will ensure control over the end-to-end supply chain, thus ensuring greater profitability and superior control on margins.

Cult is fast evolving into a one stop shop for all fitness & sports products – With Cultsport, Tread and Onefitplus portfolio brands, cult now offers a full range of offerings across sportswear/athleisure, accessories, footwear, at-home and outdoor fitness equipment. This acquisition will further cement Cult’s position as the largest player in the fitness D2C space.

An android fan and A Computer Engineer who fell in love with the world of Internet Marketing. Worked on different SEO techniques for small to large Internet properties at Initial days of my Career. I am in love with my passion for Blogging and running several blogs in variety of category.

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