Name

Fittr

Legal name

Squats Fitness Private Limited

Website

https://fittr.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Online Fitness & Preventive Health Coaching

NAICS

Diet and Weight Reducing Centers (812191), Educational Support Services (61171), Sporting Goods Retailers (45911)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Weight Loss & Body Transformation Training (HSADAAAC)

akta.pro secondary industries

Weight Loss Coaching (Non-Clinical) (HSADAFAB), Fitness Wearables & Training Tech Retail (Heart-Rate Monitors, GPS Watches, Sensors) (CRAMADAH), Consumer Health Wearables & Fitness Trackers (Wellness Monitoring) (HLAHACAJ)

Keywords

• Online fitness coaching
• Nutrition planning services
• Preventive health diagnostics
• Wearable health tracking
• Corporate wellness programs

Headquarters

HQ city

Pune

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain, Infrastructure

Revenue model

1. Coaching Subscriptions: Subscription-based online fitness and nutrition coaching services. Includes 1-on-1 video sessions, personalized diet and workout plans, weekly coach calls. Revenue of Rs 122 crore from subscription-based offerings out of Rs 128 crore total revenue in FY25.
2. Hardware Sales: Sale of proprietary wellness devices including HART Smart Ring (tracks HRV, heart rate, sleep, recovery) and Sense/Sense Pro smart scales (50+ body metrics). Products sold through company website and app.
3. Corporate Wellness: B2B corporate wellness packages providing employee health tracking, customized wellness programs, expert consultations, and on-site workshops for enterprise clients.
4. Diagnostics Services: Preventive health diagnostic lab testing including blood tests, at-home sample collection, and digital reports through FITTR-operated and partner laboratories.
5. Food Products: Sale of branded nutrition food products under 'No BS Inside' label including high-protein oats (26-32g protein per serving) manufactured in GMP and ISO 22000-certified facilities.
6. INFS Education: Fitness education and certification programs through Indian Nutrition and Fitness Science (INFS), offering globally recognized certifications for building careers in fitness.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Fittr is a digital health and preventive healthcare platform that sells personalized online fitness and nutrition coaching subscriptions, supported by a 700+ coach network accessed through its iOS/Android app and website. The company complements coaching with proprietary wearable hardware (HART Smart Ring, Sense/Sense Pro scales), in-house and partner-run diagnostic lab services, the No BS Inside branded food line, and the INFS fitness education/certification platform, plus a B2B corporate wellness program.

Product overview

Fittr is a comprehensive digital health and preventive healthcare ecosystem offering a platform-plus-modules architecture. The core offering is the FITTR Coaching Platform providing personalized online coaching across fitness, nutrition, and specialized training (yoga, Zumba, injury rehab). This is complemented by proprietary wearable devices including the FITTR HART Smart Ring (tracking HRV, heart rate, sleep, recovery) and Sense/Sense Pro smart scales (tracking 20-50+ body metrics). The company has expanded into preventive healthcare with diagnostic lab services and doctor consultations, while the No BS Inside food line provides science-backed nutrition products. Additional modules include corporate wellness programs, INFS fitness education certification, FITTR Care family health plans, and specialized health management packages for conditions like diabetes, PCOS, and thyroid. The ecosystem is powered by an AI coach delivering personalized recommendations and leverages data from wearables, lab tests, and user inputs to create digital twins for health optimization.

Differentiator

Problem solved

Functional benefit

Brands

• HART: Smart ring that tracks HRV, heart rate, sleep & recovery 24/7 for preventive health care.
• Sense / Sense Pro
• No BS Inside
• INFS

Products and services

• Fittr Coaching Platform (Fitness & Nutrition, Online Personal Training, Injury Rehabilitation) Personalized online fitness and nutrition coaching delivered via the Fittr app and website, with 1-on-1 sessions, customized diet and workout plans, weekly coach calls, and progress tracking. Includes specialized tracks for online personal training (yoga, Zumba, calisthenics) and injury rehabilitation with physiotherapists. Target users are individual consumers seeking weight loss, muscle gain, or chronic condition management.
• HART Smart Ring Proprietary wearable smart ring sold to consumers that continuously tracks HRV, heart rate, sleep, recovery, stress response, activity, blood oxygen, and body temperature, providing 24/7 preventive health data with 8-day battery life and free sizing kit.
• Fittr Sense Smart Scale Smart body composition scale that tracks 20+ body metrics including weight, body fat percentage, and muscle mass, syncing with the Fittr app for at-home whole-family health tracking.
• Fittr Sense Pro Smart Scale Premium DEXA-grade smart body composition scale that tracks 50+ metrics with segmental analysis, designed for whole-family use and integration with the Fittr app.
• Fittr Diagnostics Lab Service In-house and partner-run preventive health diagnostic lab service offering 100+ tests (including blood glucose, thyroid, complete hemogram, urine) with at-home sample collection, certified labs, and quick digital reports; users must complete a blood test before starting any nutrition plan.
• Fittr Corporate Wellness Program B2B corporate wellness package for enterprises providing employee health tracking, customized wellness programs, expert consultations, and on-site workshops to improve workforce well-being, productivity, and preventive health.
• INFS (Institute of Nutrition and Fitness Sciences) Certification Programs Online fitness education and certification platform offering globally recognized courses with flexible online learning, expert mentors, and career guidance for individuals building careers in fitness and nutrition.
• No BS Inside Protein Oats Branded ready-to-eat high-protein oatmeal product line (No BS Inside) with 26-32g protein per serving at 285-320 kcal, available in Classic Masala, Kesar Kulfi, and Mango Coconut flavors, manufactured in GMP and ISO 22000-certified facilities.
• Specialized Health Management Packages (Obesity, Diabetes, PCOS, Thyroid, etc.) Subscription health management packages targeting specific chronic conditions (obesity, diabetes, PCOS, thyroid, lipid imbalance, fatty liver, fertility, bone health, kidney disease), pairing personalized nutrition and training plans with coach and doctor support.

Quantifiable outcome

• 400,000+ successful transformations documented on the platform
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability6 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core and strategic.

• Ileseum ClubscoreStrategic or Co-development Partner · 18 February 2026Strategic partnership to embed preventive healthcare into residential communities across India. Combines Fittr's health intelligence platform (diagnostic, health scoring, predictive analytics, coaching) with Ileseum's 20+ physical clubs across 8+ cities serving 50,000+ members. Aims to reach over 50,000 Ileseum members annually and positively impact nearly 20,000 families, addressing India's growing burden of lifestyle diseases.
• Marzi by Primus PartnersstrategicStrategic or Co-development Partner · 7 August 2025Collaboration providing personalized health and wellness programs for elderly in India using Fittr's HART Smart Ring. The initiative helps senior citizens manage health conditions through real-time data insights, expert coaching, and tailored wellness plans. Partnership emphasizes data-driven preventive healthcare and active aging for India's growing senior population.

Scale indicators10 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Noom: Subscription-based weight loss coaching platform using psychology-based behavior change. Direct peer in weight-loss coaching subscriptions, especially in international markets where Fittr also operates.
• GOQii: Indian preventive health and wellness platform offering wearable devices, coaching subscriptions, and corporate wellness. Direct peer competing in both the smart wearable and coaching subscription categories in India.
• Ultrahuman: India-based smart ring (M1) and continuous glucose monitoring (Cyborg) company with health coaching integration. Most direct hardware competitor to Fittr's HART Smart Ring, also based in India with a similar preventive-health positioning.
• Cult.fit: India-based fitness platform combining online coaching, gym memberships, and group classes. Direct competitor in the Indian fitness subscription market with broader offline presence and similar target demographics.
• BetterMe: Subscription-based weight loss and fitness coaching app with meal planning, workouts, and health tracking. Comparable subscription coaching model with global reach, similar to Fittr's international positioning.
• HealthifyMe: Indian digital health and nutrition coaching platform offering personalized diet/fitness plans, AI assistant (Ria), and a calorie tracker. Closest direct peer given overlapping India-first market, subscription coaching model, and AI-driven nutrition guidance.
• Whoop: Subscription-based fitness wearable (band) tracking HRV, recovery, and strain. Comparable hardware + subscription business model and overlap with Fittr's HART ring and coaching ecosystem.
• Oura: Premium smart ring focused on sleep, recovery, and readiness tracking with a subscription tier. Direct competitor to HART Smart Ring in the consumer wearable category with much larger scale and brand recognition.

Emerging players

• Tata 1mg: Indian digital health platform spanning diagnostics, pharmacy, e-consultations, and lab bookings. Comparable in the preventive diagnostics and digital health services space in India, partially overlapping with Fittr's diagnostics push.

Broad incumbents

• MyFitnessPal: Large-scale nutrition tracking and calorie-counting app with premium subscription. Broader incumbent in the nutrition/fitness tracking space, with overlap in food database functionality Fittr offers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Fittrwithsquats
• LinkedInlinkedin.com/company/fittr
• Instagraminstagram.com/fittrwithsquats
• Xx.com/FITTRwithsquats

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fittr