Created as a part of an internship programme under Prof. Sameer Mathur, IIM Lucknow

1. Fityess
A DISCOVERY PLATFORM FOR FITNESS AND WELLNESS
SERVICES

2. Executive Summary

3. The health and fitness industry in the country is
highly disorganized. There is no way to compare
price or facilities provided by fitness centres

4. There is no benchmarking of prices, qualifications
or facilities and there is confusion regarding what
is suitable to your fitness goals

5. Fityess is a one-stop-destination for fitness
enthusiasts looking to find and book fitness
activities. It is supported by credible fitness
content, community platform and an e-store

6. Fityess aims to create the largest marketplace-
cum-ecosystem for the fitness and wellness
industry in the country

7. Situational Analysis

8. Discovering information on workout, nutrition,
sports etc. is cumbersome

9. Fitness content available for Indian fitness
enthusiasts lacks practicality and does not come
from a validated source

10. Market Opportunity

11. According to PWC, the Indian health & fitness
market touched Rs. 1 trillion in 2015. It is
expected to grow at 18% CAGR

13. The major drivers of the growth are sedentary
lifestyles, unhealthy eating habits and growing
disposable income

14. Currently, the user relies on local search engines
(like Just Dial) or word-of-mouth, being unsure of
its reliability and validity. Also, the process of
trials and figuring out the right option is taxing

15. Convenience is a key missing element here.
Fityess resolves this problem by making the
required information available on smartphones

16. Offerings and Core
Competencies

17. An opportunity to connect with like-minded
people to work out with and discovering fitness
and diet counseling options

18. A discovery tool based on Google Maps to help
people find fitness services in their vicinity

19. Detailed listings with HD images, 360 degree
panoramic views, membership details, offers,
trainer profiles, user reviews and ratings

20. Ability to book trials over the phone and access
to the best deals, combos, and niche products

21. Target Audience

22. The potential customers are in the age group of
18 – 25 years & 26 – 55 years staying in metro,
tier I and tier II cities

23. These are people with access to smartphones
and internet and can be majorly segmented into
two major groups:

24. 1. Those who want to stay fit but don’t have the
right resources
2. Those who are already into fitness but yearn
for more

25. Collaborators

26. Collaborators include fitness centres, gyms,
personal trainers, dieticians, nutritionists, martial
art centres, dance classes, yoga classes and
aerobic classes among others

27. Value Proposition for
Collaborators

28. 1. A great platform to generate brand awareness
and fill up empty seats/hours by attracting new
customers

29. 2. Generating user reviews and feedback for its
services, which would help businesses improve

30. 3. Access to user engagement data to track
consumers and their behavior, thereby enabling
businesses to tailor their products and marketing
strategies accordingly

31. 4. Helping people who do not have their own
studios but are freelancers get recognition and
work

32. Competitor Analysis

33. Two major competitors:
1. Gympik
2. Fritternity

34. Points of Parity
1. Discovery platforms based on Google Maps
2. HD images, 360 degree panoramic views,
offers, trainer profiles and ratings

35. Points of Difference
1. An app based diet counseling service
2. An e-store for selling fitness and nutrition
products

36. Sources of Revenue

37. 1. Paid banner ads
2. Promotion programs for service partners
3. Revenue from sale of products on the e-
commerce portal

38. Pricing Strategy

39. Selecting the pricing objective
Determining Demand
Estimating Costs
Analyzing Competitors’ Costs,
Prices, and Offers
Setting the final price

40. The App will be free for the end users. It will
however follow a freemium model for listed
businesses

41. Features in the free version
1. Listing Space
2. Search results based on ratings irrespective of
being a free user or a premium one

42. Features in the premium version
1. Banner ads
2. 360 degree panoramic view of location
3. Access to user engagement data

43. Communicating benefits
to consumers

44. 1. Via fitness centers and professionals listed on
the platform
2. Word of mouth

45. Further
1. Leveraging Social Media to draw users
2. Incentivizing referrals
3. Using App Store Optimization to improve user
engagement

46. Organizational Structure

47. Fityess
Technology Marketing
Business
Development
Content Finance
Human
Resources
Customer
Services

48. Implementation

49. Build business listings
Communicate benefits to users
Analyse user engagement data to
improve UX
Build brand by associating with
health & fitness events
Build B2B partnerships

50. Goals

51. First Year
1. 10,000+ listed businesses
2. 1 lac+ registered users and atleast 25,000
active users
3. Revenues of over Rs. 1 crore by listings on the
finder platform and e-store

52. Second Year
1. Over 5 lac registered users
2. Over Rs. 10 crore in revenues

53. Disclaimer
This presentation has been created by Sanchit
Chopra, a student of Netaji Subhas Institute of
Technolgy for an internship programme under
Prof. Sameer Mathur,IIM Lucknow