Cult.fit | Acquisition Project

Do you spend hours and hours scrolling through your phone but often end up saying that I have do not have time to exercise?

Do you feel like you should be leading a healthy life but do not have the motivation?

Have you ever thought why you feel so demotivated to work out? Maybe, the reason could be that India as a society has never had the culture of "staying fit" or "working out" or "exercising". If a person who is in a good shape decides to sign up for a Zumba class - they will often be posed with an age-old question "kyun khatam hone ka irada hai kya?".

When they do decide to do some physical activity - they really don't know where to start from. The fear of the unknown is real.

Some stats to give you an overview of the current state of the health and fitness point of view of India (Source):

• 45% of the respondents say that they want to lead a healthy life.
• It has been found that 64% Indians don't exercise.
• 31% of these users face a lack of time due to which they are unable to work out.

1. They find out that they have developed PCOD.
2. The doctor recommends that they should work out regularly.
3. They realize that they want to work out but they realize that they don't know where to start from.
4. They talk to their friends about their willingness to workout/they Google about fitness centers near them.
5. They discover cult.fit.
6. They go on to seek more information about it from friends/cult.fit/online forums.
7. They decide that they will take a trial class to understand how cult.fit is going to help them in their journey.
8. They go on to the app and see that there are so many options available at different time slots. They also observed that there are so many centers available around them in Indore.
9. They go ahead and book a class for "Strength and Conditioning" for 6 pm at the nearest center.
10. They get to the class by 5:55 pm and see that the doors close at 6:02 pm sharp. They are impressed by the discipline (moment of delight).
11. The class is led by a trainer, and it concludes within 50 minutes.
12. They feel that because of a guided group class, they could workout efficiently (AHA moment).
13. They decide to book another class.
14. They finally decide to take a subscription of the class!

1. After a day at work, they come home and realize they have really been up to nothing but work.
2. They decide that they want to work out.
3. They think of exploring options to solve this problem.
4. They hear about cult.fit from their colleague.
5. They explore cult.fit in detail and read reviews about it.
6. They decide to go to the centre to know a little more about the offering.
7. They find out that it is not JUST a gym. They offer many other classes like Aerobics, Dance etc. with their Elite Pass (moment of DELIGHT).
8. They also see that the facility is so clean as opposed to the other gym that they have tried out in the past (moment of DELIGHT).
9. They decide to take a trial class and download the application.
10. They check out the class timings and see the variety of timings available. They think they can pick one whenever they get free from work (AHA moment).
11. They pick the 8 pm dance workout class. They are also delighted to see that the center is right next to their office (moment of DELIGHT).
12. The 50-minute guided routine helps them break a sweat and break from the day's slump (AHA moment).
13. They go to the application to check the calories that they have burnt and feel satisfied about the workout. They think that I have to spend roughly 2 hours to burn similar number of calories at the gym.
14. They decide to buy a subscription basis the most lucrative offers available at cult.fit.

1. The schedule flexibility
2. Group workouts
3. Professional instructors
4. Variety of workouts
5. Ability to track the milestones they achieved with each session

1. A new user who has successfully completed 3 classes in the week of their sign-up. The success of their classes can be validated by the feedback form that is floated after each class. After the completion of three classes in which they have given a rating of greater than 6, they will get the following prompt.
2. Customers who have extended their subscription.
3. Customers who shared their milestones with friends/on social media.

1. The users will discover it post giving feedback for their classes, given that their feedback is greater than 6.
2. The users who have already purchased an annual membership and have completed 2 weeks with cult.fit will also receive a referral framework after booking their classes.
3. The users can also find the referral button on their home screen to enable easy transfer of the download link to their friends/family.
4. The user can also find their referral link in the profile section as well.

Since our ICP is most active on WhatsApp as a channel to communicate with their friends - it makes sense to leverage it for referrals.

The referral flow is going to look like the following - however, the messaging has been changed to include the "AHA Moments" or "bragging points".

The initial message was "Click on my referral link for EXTRA Rs 500 OFF on your cultpass purchase. (link)".

This has been revised to "Hey, break free from your boring gym workouts and the hassle of missing fitness routines because of tight schedules! Purchase your 1st cultpass with Rs500 OFF now! (link)."

There is a referral tracking mechanism that has been set up by the brand and it looks like as shown below: While the referral tracking mechanism has been set up - we need to solve for what stage the referee is in. For example, if they have taken a trial class - it should clearly indicate here because it will help build trust with the existing user.

Currently, the landing page looks like the following:

The experience on the page needs to be enhanced by showing motivating quotes or a testimonial or the glimpse of a live session to make the conversion even more seamless.

The current problem with the referral design is that it expects the users to convert within 15 days. However, after having spoken to 10 users - it was found that customers take a minimum of one month's time to convert to gather information via friends or the experience via the trial. Hence, the user referral links may not work effectively.

Another problem statement is that the users can only refer a maximum of 10 users post which the referral programme stops functioning. This can be solved via a tiered referral approach:

1. After having referred 3 friends - you get an extension of 45 days.
2. After having referred 6 friends - you get a coupon code worth Rs1000 to purchase a piece of equipment from the store.
3. After having referred 9 friends - you get a month's access to cult.transform (a platform for tailoring the nutrition and workout for people according to their fitness requirements).
4. After having referred 12 friends - you get 3 months' access for free!

Since YouTube has served as a prominent channel to fetch traffic, we will be building on content buckets which we can dive into to improve the search intent for the users:

1. Inspirational Content - This is where users will speak of their transformative journey after having worked out with cult.fit.
2. Celebrity Coaches and the BTS - Since cult.fit has onboarded celebrity coaches in the past - they can feature the "Behind the Scenes" with them where cult.fit interiors and logo are prominently visible for a seamless integration.
3. Expert Tips - These videos can cover various content types - "the common mistakes people make while working out", "busting myths", "best fitness routines for arms" etc. This will help generate trust in the product.
4. Mindfulness Meditation - Various formats of meditation can be distributed across YouTube to generate more interest in the brand owing to the growing interest in the meditation category.

This can be achieved by Search Engine Optimization for the following keywords to obtain users with low effort and to observe a quick turnaround time for the outcome -

The keywords that must be focused on are highlighted in green -

These keywords are essential in bringing the consumer to the awareness and consideration funnel wherein they would be able to find out the best gyms (i.e. cult.fit) out there for them and find enough information about it to reach the consideration stage.

How did I arrive on these numbers? An external research from Moz helped me and to go through this process you can refer the link here:

https://docs.google.com/presentation/d/1tO_6HoC83IWYNBClPDJ2pzfqiuzcZJsKAerAiHYTCPw/edit?usp=sharing

(Link to the sheets - Search and Buying Intent - Google Sheets)

After having spoken to the users, it was found that all of them are active on Instagram and this channel can serve as a great space for acquisition. How?

🪝Hook: The milestones that each user has achieved.

✨Generator: Cult.fit would be the generator since they would have access to this data and they can collate it in a shareable format which leads to an increase in the number of shares by the consumer.

🗯️Distributor: The distributor will be the end user who will be able to share it on their Social Media handles (Instagram or WhatsApp). Why will they do it? Just to show that they are proud about themselves.

Another loop that cult.fit can work on is an extension of the tonality that they are trying to adapt. While the tone of voice of the fitness industry has always been motivation and inspiration heavy, they are trying to double tap on their key message "making health easy" by bringing a comical twist to it.

🪝Hook: Since cult.fit has access to the user data - they can share mind-boggling workout routines that people have. For example: a person did 3 back-to-back classes on a weekend. ✨Generator: This could be adapted in a meme format saying "bas bhai, social life hai ya nahi teri?" and be posted on Cult.fit's social media handles so that people can just have a good laugh about the fun content that they are posting.

🗯️Distributor: If people truly enjoy the content buckets, they will go on to share it on their social media handle and build their social capital around being first movers in identifying the best memes and sharing it first.

The suggested content buckets for YouTube can also be amplified on their Instagram handles so that the distribution of the content increase. Since this content will be branded with the cult.fit tonality - it will help improve the platform's awareness and will help acquire users in the awareness segment of the marketing funnel. Thereby, helping improve the overall absolute figures of the consideration and conversion segment of the funnel.