1. Introduction

Fittr is an online fitness and nutrition platform that offers personalized fitness & nutrition plans, online coaching. The brand has recently stepped into wearables - they launched Fittr HART, the smart ring that calculates Heart rate variability (HRV), Sleep duration & quality, Recovery etc.

Fittr was founded in 2016 by Jitendra Chouksey, Fittr begas as a small group on WhatsApp to then shifting to Facebook group and quickly evolved into a comprehensive mobile app and web platform. The platform has completed more than 300,000 successful transformations.

Core Offerings:

1. Personalized Plans: Fitts provides customized fitness and nutrition plan tailored to individual goals, lifestyles and preferences, created by certified coaches. It is like an uber for trainers, these trainers have a great experience and have multiple slots to book training.
2. Community Engagement: Fittr emphasizes a supportive and motivating community, enabling users to share experiences, motivate each other, and achieve fitness goals collectively.
3. Lifestyle Management Plans: The brand also provides Plans for POCS/ PCOD management, Thyroid management, Diabetes Lifestyle management, Pre and Post Natal Care.
4. Strength and Conditioning, Online Coaching, Mental Wellbeing and Yoga are a part of their One on One coaching.
5. Comprehensive Free Health Tools: The Fittr app includes a range of free tools like a calorie counter, diet tool, step counter, exercise library, and more, helping users track their progress and stay informed.

Fittr secured $11.5 million in Series A funding in September 2021. This funding was co-led by Dream Sports' venture capital firm Dream Capital and LA Dodgers' private investment arm Elysian Park Ventures. The funds are being used to expand Fittr's market presence in North America, the UK, and Singapore, which currently account for 30% of its overall revenue.

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At this stage, Fittr has reached to over 2.5 M users and demonstrated product-market fit and is focusing on scaling its operations and market reach.

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We are going to focus on the Growth strategy of Fittr in India.

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2. Market Analysis

In India, the fitness app market is rapidly growing, with significant players like HealthifyMe and Cure.fit. Fittr, with its strong community of over 2.5 million users and substantial revenue growth, is a prominent player in this market.

Fittr generated revenue of approximately INR 89.19 crore (around USD 11.2 million) in FY22. Despite facing substantial losses due to high operational costs, it has managed to maintain a significant presence, particularly through its strong user base and personalized coaching services.

• The fitness app market industry in India is projected to grow at a CAGR of 8.46%, reaching US$267.70m by 2024.
• Furthermore, it is anticipated that the market will continue to expand at an annual growth rate of 8.46% from 2024 to 2028.
• This growth trajectory would result in a projected market volume of US$370.50m by 2028.
• In terms of user penetration, it is estimated that there will be 7.91% users of fitness apps in India by 2024.

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Data and Assumptions​

​Number of Users

Total Population 2028=1.4 billion

User Penetration 2028=9.18%

Total Users 2028=1.4 billion×0.0918=128.52 million

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Current User Base - 450K

Current User Base for Cultfit - 5M

Current User Base for HealthifyMe - 35M

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Total Pool of Users by 2028 = 128.52 million

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Total Addressable Market (TAM)

Given Data:

• Total Population 2028: 1.4 billion
• User Penetration 2028: 9.18%

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Serviceable Available Market (SAM)

The SAM represents the portion of the TAM targeted by Fittr's services, considering the competition.

Market Penetration by Competitors:

• HealthifyMe: 35 million users
• Cult.fit: 5 million users

Remaining Market for Fittr:

Remaining Users=128.52 million−(35 million+5 million)=88.52 million users

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Fittr's Target Market (Assuming 30% of Remaining Users):

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Serviceable Obtainable Market (SOM)

The SOM represents the portion of the SAM that Fittr can realistically capture, considering its competition and market position.

Fittr's Target Capture (Assuming 15% of SAM):

Summary:

• TAM: 128.5 million users
• SAM: 26.55 million users
• SOM: 3.98 million users

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3. Ideal Customer Profile

ICP Mapping

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ICP Prioritization

Factors considered for ICP Prioritization

1. Type of Fitness User - Typically healthy conscious and serious about fitness
2. Spends time on the internet/ social media apps
3. Medium to High Appetite to pay for Fitness and related services (Above 20K per year)

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4. Core Value Proposition

• Personalized Fitness and Health Plans: Achieve Your Best Shape with Personalized Plans. Fittr offers tailored fitness and nutrition programs designed specifically for your body type and goals, helping you feel healthier and more energized every day.
• Social Engagement and Confidence Boost: Stand Out in Your Social Circle. Fittr’s comprehensive fitness plans not only help you look your best but also provide you with the confidence to shine in any social setting. Compete with friends and track your progress to stay motivated.
• Weight Loss and Health Improvement: Transform Your Life with Effective Weight Loss Plans. Fittr’s science-backed nutrition and workout routines are designed to help you lose weight efficiently and live a healthier, more fulfilling life.
• Longevity and Disease Prevention: Invest in Your Future Health. Fittr helps you lose weight and adopt sustainable health habits that increase your longevity and reduce the risk of diseases. Prioritize your well-being with our personalized fitness solutions.

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5. Core Marketing Pitch

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6. Acquisition Channels

Channel Selection

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Channels - Paid Ads on Instagram and Facebook, Content and External Referrals

Reasons:

1. The brand has not experimented with paid ads yet, and SEO efforts have not shown substantial results.
2. Paid ads is a good channel to acquire channels and scale.
3. The founder has a very strong content strategy and this is how the brand started getting recognition.
4. Referrals - The brand gets substantial users from word of mouth, building a strong referral design will help the brand and its promoters (customers) rewards.

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Experiment 1: Increasing awareness and driving acquisition through paid ads on social media - Instagram and Facebook

Campaign Objective 1: App Installs

Campaign Objective 2: Website Visits

Test - Campaign is deriving more app installs at a better CPR.

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Funnel:

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Sample Ads

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Experiment 2: Increasing trust through long-form content on YouTube​

Objective: Build long-term trust with the brand and drive acquisitions

Sample Topics

• Transformation journeys and celebrating normal clients
• Transformation journey with Influencers (trained by Fittr initially)
• Decode Indian health problems - Eg. Diabetes 101 - Causes, Symptoms, Effects, Preventions, Cures. (Podcast)
• Everything you need to know about Proteins. (10-15 min long videos)
• Does tracking sleep and steps help? (10-15 min long videos)
• Deep dive into health topics - purely for enthusiasts

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Content Example

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• Long format content to clips/ shorts
• Answering FAQs eg. "Does intermittent fasting work?"
• Sharing transformation stories with lifestyle aspect - Key message: How people at fittr are managing work/ life/ food cravings and still transforming

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• Hook - Questions from people, Comment section, Common discussions on Forums
• Generator - Fittr Team or Founders
• Distribution - People to share

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Experiment 3: Build a great referral design

App currency - Fit Coins

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Referral Design

1. Referrals from - Happy Customers. People who have just subscribed for a user or completed a challenge/ streak/ milestone.
   
2. Discovery - Right after subscribing or completing a challenge.
   
3. Share - Why - Social status and sharing achievement | How - On WhatsApp and IG (addition with a frame). (Small AHA Moment)
   
4. Message - "Hey [Friend's Name]! 🎉 I've been using Fittr to stay on top of my fitness goals, and it’s been amazing! You get personalized workout and nutrition plans tailored just for you, plus expert coaching and a supportive community. Why not try it yourself? Sign up with my link and get [specific reward, e.g., 300 Fitcoins or a free consultation]. Let’s get fit together! 💪 [Referral Link]"
   
5. Track - My Fittr Tribe (referral of fitcoin)

Referral Levels

Your Tribe - Directly shared links

• 500 coins for every enrollment (paid program)
• 100 coins for every renewal (paid program)
• 50 coins for completing challenges
• Friend gets 25% discount

Unlock

• Free consultation valid for 6 months for 5 enrollments (paid program)
• 1 health check-up valid for 6 months for 10 enrollments (paid program)
• Free Fittr hart for the next 25 enrollments (paid program)
• iPhone for 50+ enrolments (paid program)

Extended Tribe - shared links by direct users

• 125 coins for every 1st indirect enrollment (paid program)
• 100 coins for every 1st indirect enrollment (paid program)

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User Flow

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Step 1: Subscription/Challenge Completion

Trigger: User subscribes to a Fittr plan or completes a challenge/streak/milestone.

• User Action: Vikram subscribes to a premium Fittr plan or completes a 30-day workout challenge.
• System Response: Vikram receives a congratulatory message and a prompt to share his achievements with friends.

Step 2: Discovery of Referral Program

Trigger: Right after subscription or challenge completion.

• User Action: Vikram sees a popup or notification about the referral program.
• System Response: The message highlights the benefits of referring friends and the rewards Vikram can earn.

Step 3: Sharing the Referral Link

Trigger: User decides to share their success.

• User Action: John clicks on the referral link button to share his achievement.
• System Response: Vikram is given options to share via WhatsApp or Instagram, with a pre-filled message and an attractive frame.

Pre-Filled Message: "Hey [Friend's Name]! 🎉 I've been using Fittr to stay on top of my fitness goals, and it’s been amazing! You get personalized workout and nutrition plans tailored just for you, plus expert coaching and a supportive community. Why not try it yourself? Sign up with my link and get 300 Fitcoins or a free consultation. Let’s get fit together! 💪 [Referral Link]"

Step 4: Friend Receives the Referral Link

Trigger: Friend receives the shared message.

• User Action: Vikram's friend, Sara, receives the message on WhatsApp.
• Friend Response: Sara is intrigued and clicks on the referral link.

Step 5: Friend Signs Up

Trigger: Friend signs up using the referral link.

• User Action: Sara signs up for Fittr using Vikram's referral link.
• System Response: Sara gets a 25% discount on her subscription and 300 Fitcoins upon joining.

Step 6: Rewards for Referrer and Referee

Trigger: Successful referral and enrollment.

• User Action: Vikram checks his rewards on the Fittr app.
• System Response: Vikram earns 500 coins for Sara’s enrollment and sees his growing Fittr Tribe.

Step 7: Tracking and Milestone Unlocks

Trigger: Continuous referrals and tracking progress.

• User Action: Vikram continues to refer more friends and track his progress in the "My Fittr Tribe" section.
• System Response:
• • For every new enrollment, Vikram earns 500 coins.
  • For every renewal by his friends, Vikram earns 100 coins.
  • For every challenge completed by his friends, Vikram earns 50 coins.
  • Friends get a 25% discount on their subscriptions.

Unlocks:

• Free consultation: Vikram unlocks a free consultation valid for 6 months after 5 enrollments.
• Health check-up: Vikram unlocks a health check-up valid for 6 months after 10 enrollments.
• Free Fittr Hart: Vikram unlocks a free Fittr Hart (smart ring) after 25 enrollments.
• iPhone: John unlocks an iPhone after 50+ enrollments.

Step 8: Extended Tribe

Trigger: Indirect referrals from John's direct referrals.

• User Action: Vikram's friends start referring their friends.
• System Response: John earns:
• • 125 coins for every first indirect enrollment.
  • 100 coins for every subsequent indirect enrollment.

Summary of Vikram’s User Journey:

1. Subscription/Challenge Completion: Vikram subscribes to a plan or completes a challenge.
2. Discovery: Vikram discovers the referral program immediately after his achievement.
3. Sharing: Vikram shares his success on WhatsApp and Instagram.
4. Referral Link Received: Sara, Vikram's friend, receives the referral message.
5. Sign-Up: Sara signs up using Vikram's referral link and gets a discount and Fitcoins.
6. Rewards: Vikram earns coins and tracks his growing tribe.
7. Milestone Unlocks: Vikram unlocks rewards like free consultations, health check-ups, Fittr hart, and an iPhone based on the number of successful referrals.
8. Extended Tribe: Vikram earns additional coins from indirect referrals made by his friends.

This user journey ensures a seamless and rewarding experience for both the referrer and the referee, encouraging continuous engagement and growth of the Fittr community.