Bengaluru-based health and fitness start-up Cure.fit has signed up cricketer KL Rahul as the brand ambassador for CULT, its chain of premium fitness centres, to further expand its brand outreach.

Cure.fit has entered into a cash and equity agreement with the cricketer, who has made his presence felt both in domestic and international circuits, and has visited CULT centres as part of his workouts.

Other partnerships

The deal was facilitated by Cornerstone Sport, a brand consultant and talent representation agency. Cure.fit already has celebrity partnerships with Milind Soman and Hrithik Roshan.

“Indians love cricket and Bollywood. We have partnered with Hrithik, Milind and are now proud to associate with KL Rahul, who is a strong proponent of healthy living and an active lifestyle,” Ankit Nagori, founder, Cure.fit, told BusinessLine.

“With his first-hand experience of what we offer, we believe he will make a great influencer of our approach to fitness.” He declined to divulge further details of the deal with Rahul.

CULT currently has 17 fully functional centres across Bengaluru; it trains over 7,500 people and generates a monthly revenue of $150,000. It is a non-conventional facility, where people go through group workouts without any mainstream gym equipment, with the help of master trainers.

The firm will soon be launching two more CULT centres in Bengaluru.

Stating that the capex of $120,000 to set up a CULT centre is recovered within 12 months, Nagori said: “We are aiming to achieve an annual revenue run rate of $50 million by December 2018, up from $10 million today. By then, we would have established a full presence in NCR and Bengaluru with 75 CULT centres, 12 kitchens under Eat.fit, which deliver food on a subscription basis, and 25 meditation centres under Mind.fit.”

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