Disruption in fitness industry

Abstract

The Indian fitness industry is currently valued at US$ 1.6 billion and projected to grow at a CAGR of 10%i . As part of this CCS project, we aim to throw some light on key features of this industry. We start by exploring industry level factors like who are the consumers, what are the drivers of this industry, the market trends and some key players. We then focus the study on Cult, highlighting its exponential growth in past few years, the demand and supply side factors leading to the same and draw parallel of its business model with a typical blue ocean strategy. We then try to understand that why has no other player (existing or new) entered the industry at this scale and tried to take Cult head-on. Moreover, we compare Cult’s entry in this industry to a disruption. Finally, we talk about the future of this industry, whether a long tail effect will be seen in this industry. the possibilities of virtual technology application and then end the report exploring viable niche in this industry