Scribd
Upload
992 views6 pages

Case Study CultFit

CultFit, an Indian fitness app launched in 2016, disrupted the traditional fitness landscape by offering a digital health ecosystem. However, the app has been losing customers recently. The product manager wants to understand the root causes of lower retention in order to increase the average number of months users spend on the platform. Deeper research into user data, interviews, market trends and competitors is needed to identify key problems impacting customer lifetime value.

Uploaded by

riyagupta10122000
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
992 views6 pages

Case Study CultFit

CultFit, an Indian fitness app launched in 2016, disrupted the traditional fitness landscape by offering a digital health ecosystem. However, the app has been losing customers recently. The product manager wants to understand the root causes of lower retention in order to increase the average number of months users spend on the platform. Deeper research into user data, interviews, market trends and competitors is needed to identify key problems impacting customer lifetime value.

Uploaded by

riyagupta10122000
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 6

Product Management Launchpad - Case Study

CultFit: Disrupting the Indian


Fitness Landscape with a Digital
Health Ecosystem
Author: Airtribe

INTRODUCTION & BACKGROUND

CultFit, launched in 2016 by Mukesh Bansal and Ankit Nagori,


emerged as a revolutionary player in the Indian fitness domain. By
leveraging technology and innovative strategies, CultFit disrupted
the traditional fitness landscape, transforming how Indians perceive
and approach health and wellness. The app's unique blend of fitness
routines, personalized coaching, and community engagement has
positioned it as a pioneer in India's digital health ecosystem.

01
SOLUTION

CultFit offers a comprehensive digital fitness platform that provides


users with workout routines, diet plans, wellness tips, and virtual
coaching. The app's focus on holistic health, along with its emphasis
on guided workouts, real-time monitoring, and community support,
has gained traction among health-conscious Indians.

BUSINESS MODEL AND OPERATIONAL STRATEGIES

CultFit's success can be attributed to its innovative business model


and strategies:

● Comprehensive Health Ecosystem: The app serves as a


one-stop-shop for fitness enthusiasts, combining workout
sessions, nutrition plans, and expert guidance.

● Personalized Experience: CultFit leverages user data to offer


personalized fitness and nutrition recommendations,
enhancing user engagement.

● Virtual Communities: The platform fosters a sense of


belonging through virtual communities, where users share
experiences, tips, and motivational stories.

● Freemium Model: CultFit offers a freemium model with basic


features accessible to all, while premium users access
advanced features and personalized coaching.

02
CUSTOMER ACQUISITION AND ENGAGEMENT
CultFit's strategic approach to customer acquisition and engagement
is a significant driver of its success:

● Content Marketing: The app leverages content marketing,


including blog posts, videos, and expert interviews, to
educate users and attract a wider audience.

● Referral Programs: CultFit incentivizes users to refer friends


through reward programs, expanding its user base through
word-of-mouth.

● Gamification Elements: The app incorporates gamification


features like badges and challenges to keep users motivated
and engaged.

● Virtual Classes and Live Workouts: The platform offers live


classes that provide users with real-time interaction and a
sense of community.

PROBLEM STATEMENT

CultFit has been losing customers in recent months. Retaining


customers on the platform is crucial to its long term success as a
subscription business.

03
LET THE PM-ING BEGIN

Samyak, PM at Cult.Fit also believes that this is an important and


interesting problem to solve. As he is a PM, he does not want to jump
directly into building a product or features. He instead wants to take
a step back to understand the problem, do research, and analyze
whatever information they have - user data, user interviews insights,
market trends, competitor analysis, regulations and so on.

Some of the key problem areas which were clearly visible are:

● Lower retention in the on-demand/at-home fitness tutorial


side of their business
● The rise of many alternate premium gyms that have cropped
up in the market

Samyak felt the above problems identified were not enough and he
wanted the product team to go deeper, think from first principles,
talk to more users/stakeholders and come up with top problems to
solve that will help solve the LTV problem for CultFit.

OVER TO YOU NOW

Overall Goal
● Increase the number of months that an average user spends
on CultFit before discontinuing to use the service.

04
Metrics to move:
● Primary: retention rate - This metric shows the percentage of
customers who continue using your product over time

● Secondary:
○ Average time spent in the app
○ Feature adoption rate
○ Churn rate

Resources:
● CultFit Official Website: The official CultFit website
(https://www.cult.fit/) offers information about the app's
features, offerings, and mission. Learners can explore different
sections of the website to understand the app's value
proposition, content, and user experience.

● Cure.fit Blog: Cure.fit's blog (https://blog.cult.fit/) provides


articles on fitness, nutrition, wellness, and lifestyle. Learners
can find insights into CultFit's content strategy, as well as
health and fitness trends in India.

● Case Studies and Interviews: Look for case studies,


interviews, and articles about CultFit on platforms like Infidigit,
Business Standard, YourStory, and more. These sources often
provide in-depth analyses of CultFit's strategies, challenges,
and impact.

● Fitness Industry Reports: Reports from market research firms


and industry associations can provide learners with insights
into the broader fitness industry landscape in India.

05
Look for reports from firms like Statista, IbisWorld, or
McKinsey.

● Health and Wellness Blogs: Blogs that focus on health,


wellness, and fitness trends in India can provide learners with
a deeper understanding of the target audience's preferences
and behavior. Websites like NDTV Food, HealthifyMe's blog,
and LiveWell by FIT can be useful.

● Tech and Product Management Blogs: Blogs and platforms


that focus on product management and technology can
provide insights into strategies, tools, and methodologies
used in the digital product space. Websites like Product
Coalition, Product School's blog, and Medium's Product
Management collection can be valuable.

● Social Media Channels: Follow CultFit and Cure.fit's official


social media channels, such as Facebook, Instagram, and
LinkedIn. These platforms often share updates, success
stories, and insights that can provide learners with a deeper
perspective on their initiatives.

● User Reviews and App Store Feedback: App stores like


Google Play Store and Apple App Store contain user reviews
and feedback on CultFit. These reviews can provide insights
into user preferences, pain points, and suggestions for
improvement.

06

You might also like