The past two years have seen several major changes in consumer behavior. One of the major changes is the focus on health awareness across the board. On demand, fitness brands are making the most of this opportunity. Hyderabad-based fitness brand OneFitPlus has grown threefold in fiscal year 2022. The company attributes its ‘Vocal for Local’ central strategy as the main reason behind the brand’s success.
“OneFitPlus is proudly made in India. Our treadmills and bikes are manufactured in our own manufacturing facilities,” said Mohit Mathur, founder and CEO of OneFitPlus. The brand is now part of fitness training company Cult Fit, which has acquired its RPM Fitness brand. and FitKit and OneFitPlus last year.Being a part of Cult Fit gives them a chance to scale the brand faster across India.
The brand understands that setting up its own manufacturing unit will help provide more value, scope and improve demand fulfillment rates. Hence, OneFitPlus intends to put major initiatives in the manufacturing to become an ‘atmanbar’ (self-reliant) brand that is proud to be made in India. OFP proprietary manufacturing gives OFP better control over the supply chain from a business point of view. It enables it to pass the cost and return on to its clients.
So far, the brand has seen 3-fold growth in fiscal 2022 in the number of units sold and has an average annual price of $20 million.
Focus on customer service
Currently, the brand sells treadmills, indoor bikes and bicycles. Its portfolio includes brands such as Fitkit, RPM Fitness and Urban Terrain. The brand also relies on “better customer service” for its growth.
“When customers buy their equipment from us, they get the complete equipment and ecosystem with hassle-free ownership, service, diet, and fitness system. No one else offers so many features in the industry,” Mathur stated as well.
Specifically, OneFitPlus services and features include:
a) In home service with 29k PIN coverage
b) Live training sessions within the app
c) A virtual fitness game – Fitwarz d) Track your Ride app
e) Leaderboard feature for motivation and challenges – FitBoard
f) On-demand fitness classes
g) Consult a doctor and nutritionist
h) Rewards Program – HealthCoins
“The strategy we have used for our products over the years has been focusing on the nitty-gritty and perks such as having a pan-Indian synthesis network (access), understanding that diet is an essential component of fitness (making nutrition an important part of our offering), smart cardio equipment to track progress ( The perfect combination of technology and physical equipment) and making fitness more sports-like less intimidating by offering live classes and also offering a likable approach,” Mathur emphasized.
Marketing Strategies
Last year, the brand signed Sidhartha Malhotra and Kiara Advani as their brand ambassador. “This partnership took the brand a notch higher as we saw more customers partner with us,” the company stated.
“We follow different marketing strategies to promote our products. For example: we use our presence in the best markets and we advertise during high profile events like Big Billion Days and other similar mega events. We have benefited from being visible in marketplaces like Amazon and Flipkart as real customer reviews give our brand credibility. business and trust new customers to use our products and services,” Mathur added.
Globally, the connected fitness market is estimated to reach $5.96 billion by 2025, according to a report by Grand View Research, registering a compound annual growth rate of 31.2 percent during the forecast period. Given the opportunity presented by the industry, the industry is expected to expect more players and many developments in this sector.
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