Onboarding project | Cult.fit

About Cult.Fit 💪

In today's hectic world, maintaining a fit and healthy lifestyle is no easy task. Many people find themselves overwhelmed by the monotony of traditional workouts, unsure of where to start, or simply too busy to prioritize their fitness goals. Whether it's the challenge of staying motivated, finding the right workout, or managing time, the road to fitness can be daunting.

Enter Cult.fit: Your All-in-One Fitness Solution

Cult.fit is not just another fitness app; it's a vibrant community that makes fitness enjoyable and accessible for everyone. Designed to meet the diverse needs of modern fitness enthusiasts, Cult.fit offers a comprehensive range of services that blend the energy of group workouts and gym with the convenience of home fitness, making it easier than ever to stay active and healthy.

A Variety of Workouts to Keep You Engaged

Dynamic Group Classes: Cult.fit offers an array of group classes led by expert trainers, ranging from high-intensity dance fitness to strength and conditioning, yoga, boxing, Burn and HRX workouts. These classes are designed to make fitness fun and engaging, motivating you to push your limits alongside others with similar goals.
Luxury Gyms: For those who prefer the gym environment, Cult.fit provides access to top-tier gyms equipped with state-of-the-art facilities and best-in-class trainers. These luxury gyms ensure an elite fitness experience, complete with exclusive amenities to enhance your workout.
At-Home Workouts: Prefer to work out at home? Cult.fit’s app delivers over 1,200 at-home workouts across various formats, including strength training, yoga, dance fitness, and more. With 30+ goal-based fitness programs, meditation sessions, health podcasts, and expert guidance, staying fit from home has never been more convenient.
Transform Program: Cult.fit understands the struggle of weight management. Their Transform program offers personalized diet and workout plans, regular assessments, and dedicated fitness support to help you achieve and maintain your desired weight.
Sports Facilities with cultpass PLAY: If you enjoy sports, Cult.fit has you covered with state-of-the-art facilities for swimming, badminton, tennis, and more in major cities like Bangalore, Delhi, and Mumbai. These facilities offer expert coaching and a supportive environment, perfect for both beginners and seasoned players.

Funding Stage	Series F
Operating Revenue	694 Cr
Founders	Mukesh Bansal, Ankit Nagori
Start Year	2016

Deep Dive of Cult App in terms of what it offers, different types of memberships and various sections on the app

Whimsical Mindmap link

Why Choose Cult.fit?

Cult.fit is designed to make fitness fun, effective, and accessible to everyone, regardless of your fitness level or lifestyle. Whether you're looking for an intense gym session, a relaxing yoga class, or a fun dance workout, Cult.fit offers something for everyone. Plus, with the added convenience of home workouts and a variety of sports activities, Cult.fit ensures that your fitness journey is not just a routine but an enjoyable experience.

Define the ideal customer profile (ICP)?

ICP's

Created ICP's based on my user interaction with users who used Cult.Fit

Criteria	ICP1(Young Professionals)	ICP 2(Fitness Freak)	ICP 3(Parents)
Demographic Data
Age	21-28	28-35	35-45
Gender	Male/Female	Male/Female	Male/Female
Income Level	5-20 Lakhs	10-30 Lakhs	20-40+ Lakhs
Occupation	Working employee	Working Employee	Working Employee/Entrepreneur
Marital Status	Single	Married	Married
Geographical Location	Bangalore	Khanpur	Gurgaon
Behavioural Data
Do they value Time or Money	Money	Time	Money
Spends Time on which Apps	Social Media-Instagram, LinkedIn, Youtube OTT-Netflix Travelling- Makemytrip, Bookmyshow Food-Swiggy, Zomato	Social Media/Content-Youtube, LinkedIn, Instagram, X, Reddit Ordering-Zomato, Blinkit	Instagram, Youtube
Spends money on what all apps	Investment-Zerodha, Smallcase Food-Swiggy Booking-Amazon, Make my Trip, Bookmyshow	Hotstar, Temu, Myntra, Amazon Investment-Zerodha, R.K well, M.F Invest	Cult fit Shopping-Myntra, Nykaa Cabs-Uber, Ola Investment-Groww Zomato, Blinkit
What do they do in their free time	Spends time with friends, Workout, chill, play sports, spend time at Home, cooking, OTT	Gym, Running Long weekend-Trekking	Read, run, go to cult and travel
What other fitness apps do they use apart from Cult	None	Healthify-Calorie Tracking Apple Fitness & Apple Health-Tracking Calories burned, sleep, level of activity	No other app
Do they own any fitness watch to track	No	Yes, Apple Watch	Yes
How do they track their calories consumed, level of activity, calories burnt	Doesn’t track	Healithify->Calories consumed for each day->Weight, BMI Calories burnt->Apple watch	Don't track
Budget for Health	15k/year	16k/Year	35k/Year
User goal for using Cult.Fit	Reduce weight and to be fit	Lose weight, reduce fat and build muscle	Not gain weight and have the habit
How do they educate themselves about Health & Fitness	Talking to people, Youtube, Google	Bloggers Cult-Twitter handle	"Cult fit app Whatsapp groups-Friends and Family"
Do they go to cult alone or with someone else	Alone	Alone	Alone, If spouse is available both go together
Favourite Workouts	NA, goes to Gym	Cardio, Weight training HRX, S&C	HRX, Strength+, Yoga
Product Data
What were the problems which users were facing before which cult.fit solved for them	Gym membership was costly elsewhere and cult was cheaper also since his friends were going to cult he also purchased	They faced issues with research as to which workouts to do each day Cult made research easy->Pre planned exercises each day based on which body part they want to work on Personalised plan	Before cult there is no dedicated routune, used to watch youtube videos and do workout but no motivation and no push to do But after cult trainer pushing+Group of people doing same workout motivates a lot
How long have they been using Cult.Fit	1 year+	3 months	3/4 years
Would they renew membership	Yes	Too early to comment	Yes
How much time do they spend on Cult app	5-10 min for booking classes & marking attendance	15-20min during 1 hr gym workout Spend 10 min-Booking	10-15min for Booking classes, Recipies
How many classes do they attend in a week	4-5 classes/week	Alternate 3 days-Strength+, HRX 3 days Weight training-Gym	4-5 classes/week
Cult pack which are subscribed to and duration	Cult Elite 1 year	Cult Elite-1 year pack	Cult Elite(1 year)+Cult play(6 months)
Cult group classes/Cult gym/Cult play user	Cult group classes	Cult group classes + Gym user	Cult group classes+Play user
Features thy value in cult app	Booking classes Cult app->shows which particular body part was focussed on in today's workout Weekly fitness report->How consistent you're Before workout->Workout videos->What all workouts would be done and how to do QR entry->Attendance Booking from multiple centres	Pre planned workout Smart workout plan Weight loss	Cult group classes Online booking of classes Cancelling at any time->Flexibility Calories burnt
How did they get to know about cult	Saw physcial centers while travelling on road and then researched about it	3 years back going to Apple gym which was transformed into cult, that's how he got to know	Gurgaon->As part of marketing they had zumba events in Cyberhub, guragon since office was nearby went there that was first time encountered cult
Before cult how were they working out	Community gym	Local gym	Swimming/local gym
What made them switch to cult	Cult solved for decision making, motivation and consistency with group classes as they don't have to decide which workout to do and with many people doing same workout with them motivation is there	Looking at variety of workouts offered by cult	After attending free trail of zumba liked the class as it was energetic and since they had multiple workout formats that made them switch to cult
Things which they like about cult	Skill level of trainer Different. formats-Dancing, Boxing, HRX, S&C, Burn, Yoga They give access to cult centres across India	Variety of workouts Flexibility	Cult maintained quality even though they have multiple centres Pretty reliable in terms of quality
Things which they don’t like about cult	Class is crowded and square box allocated to each person for workout at centre is small and sophisticated	Some of the plans-Nutrition->Too expensive	Need to plan in advance and book classes due to rush

User calls Research Data

Define user goals and JTBD

Priority	Goal Type	ICP 1	ICP 2	ICP 3
Primary	Personal Goal	Reduce weight and to be fit	Lose weight, reduce fat and build muscle	Not gain weight and have the habit
Secondary	Social Goal	Look good in photos
	Functional Goals		Want tools to monitor their fitness progress, including metrics like calories burned, steps taken, and improvements in strength or endurance.	Users want an easy-to-use platform that allows them to quickly book classes, access workouts, and manage their fitness routine with minimal effort.

Onboarding Teardown

To analyze the onboarding, we start with the below relevant assumptions based on the chosen ICP -

The primary goal of ICP is to lose weight and be fit
Sub Product Choose-Cult Fitness and more specifically group classes

For onboarding, I have broken the flow down into 2 distinct stages:

1) Discovery to Download

2) Download to Free Trail Booking

CultFit_Onboarding_Teardown.pdf

Activation Metrics

Metric #1- Users who attend 2 group classes in first 7 days
- Hypothesis: Users who book and attend 2 group classes in first 7 days are more likely to retain as they have shown the required commitment and have experienced the value of the product so they are more likely to buy the membership and continue using the product
Metric #2- Users who attend 2 gym classes in first 7 days
- Hypothesis: Users who book and attend 2 gym classes in first 7 days are more likely to retain as they have shown the required commitment and have experienced the value of the product so they are more likely to buy the gym membership and continue using the product
Metric #3- Users who attended min 7 classes in first 14 days
- Hypothesis: Users who book and attend 7 group classes/gym classes in first 14 days have attended free trial, liked the experience, bought the membership and also are now actively going to cult
Metric #4- Achieving a 7 day streak within the first 20 days of signup
- Hypothesis: Users who achieve a 7-day streak within their first 20 days of signup are more likely to develop a consistent fitness habit, leading to higher long-term retention, increased referral rates, and a higher lifetime value (LTV).

Metrics to track

1. Sign-Up Rate

What it tracks: The percentage of visitors who sign up on the platform.
Why it's important: This metric helps in assessing the effectiveness of marketing campaigns and the onboarding process. A high sign-up rate indicates a compelling value proposition and an intuitive sign-up process.

2. Activation Rate

What it tracks: The percentage of users who complete a key action (e.g., booking a class) within a specific time frame after signing up.
Why it's important: Activation is a critical indicator of user engagement. It shows whether users are finding value in the service early on, which is crucial for long-term retention.

3. Class Booking Rate

What it tracks: The frequency at which users book fitness classes.
Why it's important: Regular class bookings are a sign of active users. This metric helps to identify patterns in user engagement and can be used to tailor promotions and content to keep users engaged.

4. Workout Completion Rate

What it tracks: The percentage of booked classes that are attended and completed.
Why it's important: This metric indicates the level of commitment from users. High completion rates suggest that users are motivated and satisfied with the service, while low rates may signal issues with class content or user motivation.

5. Churn Rate

What it tracks: The percentage of users who stop using the service within a specific time frame.
Why it's important: Understanding churn is vital for improving retention. By identifying when and why users are leaving, Cult.fit can address pain points and improve the user experience.

6. Referral Rate

What it tracks: The percentage of users who refer the service to others.
Why it's important: A high referral rate indicates strong user satisfaction and trust in the brand. It also contributes to organic growth through word of mouth.

7. Engagement Rate

What it tracks: The level of interaction users have with the platform, including app usage frequency, time spent on the app, and interaction with content.
Why it's important: High engagement often correlates with higher retention and satisfaction. Tracking engagement helps in understanding how users are interacting with the app and what features are driving the most value.

8. NPS (Net Promoter Score)

What it tracks: Measures customer satisfaction and loyalty by asking users how likely they are to recommend Cult.fit to others.
Why it's important: NPS provides insight into overall customer satisfaction and brand perception. A high NPS suggests a loyal customer base, while a low score indicates areas needing improvement

9. Retention Rate

What it tracks: The percentage of users who continue to use the service over a given time period.
Why it's important: Retention is key to long-term success. High retention rates mean that users find value in the service, which is crucial for sustaining revenue and growing the business.

10. Feature Adoption Rate

What it tracks: The percentage of users who are actively using features like checking weekly fitness reports which in turn motivates them next week to perform better
Why it's important: This metric helps to understand if users are tracking their weekly fitness report and if that is something they value and if it is motivating them

11. Time to First Workout

What it tracks: The average time it takes for a user to book and attend their first workout after signing up.
Why it's important: This metric indicates how quickly users are finding value in the service. A shorter time to first workout usually correlates with higher activation and retention rates.

12. Conversion Rate

What it tracks: The % of users who after attending free trail end up buying membership
Why it's important: This metric indicates how many users after attending free trail classes found value in services offered by cult.fit and ended up buying cult.fit and this increase LTV and Retention