Cure.fit rebrands itself to flagship vertical Cult.fit

After several reorganisation efforts to survive the Covid-19 pandemic, Cure.fit Healthcare on Tuesday said it has renamed its health and fitness umbrella brand Cure.fit to Cult.fit after its flagship fitness vertical. 

The moniker change, effective immediately, reflects across the company’s digital channels, including its app and social media accounts, per a statement. 

Cult.fit, the Bengaluru-based company’s primary line of business since inception, operates sport facilities of equipment-less group workouts, online fitness classes, gym- and equipment-based workouts, and swimming, among others. 

The company now plans to amplify the brand, created in 2016, via a singular identity. 

"We want Cult.fit to become the one destination people think of going to when they have anything related to health and fitness on their minds. We hope that our rebranding effort will take us further in this direction and we are incredibly excited for this new phase,” Naresh Krishnaswamy, growth and marketing head at the company said. 

The cult.fit name will stand for everything that the company currently offers in the fitness space, the statement said, adding other offerings such as the Eat.fit marketplace, therapy, and teleconsultations will fall under the wellness category within the Cult.fit brand. 

The latest move comes after month-long efforts in hiving off and reorganisation within some of the other offerings under the Cure.fit umbrella – Mind.fit, Eat.fit, Care.Fit -- amid the Covid-19 pandemic. 

Late last year, Cult.fit forayed into gyms with the launch of cross-gym access Cult Pass, an asset-light model further accelerated through acquisitions of Fitternity and Onyx in 2021. 

The company also spun out Eat.fit into a separate entity, to enable the cloud kitchen business to raise equity capital independent of the holding company for business expansion. 

In May 2020, as a result of the first wave of Coronavirus’ effects on offline businesses, the company made news for having laid off several of its employees, including trainers and housekeeping staff, from Cult.fit.