cult.sport

What cult.sport does

cult.sport is the e-commerce and fitness-retail arm of Curefit Healthcare Pvt Ltd, operating the cultstore.com platform to sell fitness apparel, footwear, gym equipment, cycles, massagers, and accessories to Indian consumers. Its catalog spans low-priced accessories (bags, bottles, yoga mats) through mid-tier apparel and high-ticket cardio and recovery hardware (treadmills from ~₹24,899, exercise bikes, rowers, ellipticals, and the premium Cult Luxe AI voice massage chair). The product range is organized under sub-brands including cultDNA (elevated essentials), xtended (plus size), cultVibe (walking pads and treadmills), cultXpress (next-day delivery), and Fitstart (sale events and the membership zone), with activity-specific collections for training, running, yoga, boxing, dance, and athleisure.

The underlying technology stack is a Shopify-based DTC storefront (inferred from URL structure and CDN patterns), supplemented by a mobile app and store-locator functionality for physical retail. Distribution is multi-channel: direct-to-consumer e-commerce, physical retail stores across India, and a bulk order program targeting gyms, corporate wellness buyers, and larger purchasers. A retail partnership with Diverse Retail Private Limited extends offline distribution of equipment. The business model is one-time product transactions with no subscription tier, supported by frequent promotional sales (e.g., FITSTART SALE) offering 50-70% discounts, and by extended-warranty/service bundles attached to higher-priced equipment (e.g., the SmartRun Davie treadmill bundles diet plans and trainer-led sessions).

Cult.sport is positioned within the broader cure.fit / Fitstart fitness ecosystem, which provides brand recognition, an existing app-based member base, and cross-promotion potential. Operating geographies are limited to India, with 101-250 employees and a 2018 founding date. No revenue, funding, or ownership data are disclosed in the available sources.

Name

cult.sport

Legal name

Curefit Healthcare Pvt Ltd

Website

https://cultsport.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

cult.sport is the fitness e-commerce platform of Curefit Healthcare, selling apparel, footwear, gym equipment, cycles, and recovery products to Indian consumers via cultstore.com and physical retail stores.

Ownership category

akta.pro rank

Product category

Fitness Equipment and Activewear Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Shoe Stores (5661)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG), Yoga, Pilates & Studio Wear Retail (CRAMACAE), Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Fitness equipment retail
• Activewear apparel
• Home gym products
• Recovery massagers
• Athletic footwear

Headquarters

HQ city

Bengaluru

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: The company sells fitness apparel, footwear, gym equipment, massagers, accessories, and cycles directly to consumers through its e-commerce platform. Revenue is generated through one-time product transactions with various price points ranging from accessories to premium gym equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

cult.sport operates the Cult Store e-commerce platform selling fitness apparel, footwear, gym equipment (treadmills, walking pads, exercise bikes, rowers, ellipticals, weights, benches), cycles, and recovery products (massage chairs, vibration plates, percussion massagers) directly to consumers under the cult brand. The platform also serves as a fitness gear marketplace with activity-specific collections (Training, Running, Yoga, Boxing, Dance) and is operated by Curefit Healthcare Pvt Ltd, integrating with the broader cure.fit fitness ecosystem.

Product overview

Cult Store is an Indian fitness and fashion e-commerce platform operated by Curefit Healthcare Pvt Ltd, offering a comprehensive portfolio of fitness-related products. The platform provides a unified shopping experience across multiple product categories: (1) Cardio Equipment including treadmills (CultVibe 3-in-1 Walking Pad, Cult WalkPad Prime, SmartRun Davie, Cult M4, BLDC Motor Treadmills, Walking Pads), exercise bikes, rowers, and ellipticals; (2) Strength & Recovery products including massage chairs (Cult Luxe Full Body Zero Gravity AI Voice Massage Chair), massagers (vibration plate, gun massagers, foot massagers), gym weights/dumbbells, and workout benches; (3) Sportswear Apparel for men and women including T-shirts, compression wear, leggings, sports bras, joggers, shorts, jackets, track suits, and co-ords; (4) Footwear spanning running, walking, training, casual, outdoor, sports, barefoot, and recovery categories; (5) Cycles including geared, single speed, electric, and kids cycles; (6) Accessories including yoga mats (Cult TPE Yoga Mat), water bottles (Cult 1L Insulated), duffle bags, gym accessories, and weighing scales. Sub-brands include cultDNA (elevated essentials), xtended (plus size), and Shop by Activity collections. The platform serves as a one-stop destination for fitness enthusiasts seeking both apparel and equipment.

Differentiator

Problem solved

Functional benefit

Brands

• cultDNA: Elevated Essentials collection for both Men and Women
• xtended
• cultXpress
• cultVibe
• Fitstart

Products and services

• CultVibe 3-in-1 Walking Pad

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Diverse Retail Private LimitedminorChannel Partner/ Reseller/ Distributor · 1 October 2024Diverse Retail Private Limited serves as a retail partner for Cult.Sport, selling treadmills and other fitness equipment. In a consumer dispute case, both Cult.Sport and Diverse Retail were ordered to jointly refund and compensate a consumer for treadmill repair issues. The partnership involves physical retail distribution of Cult.Sport products.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Others

• Amazon India:
• HealthifyMe: India's leading digital health and fitness app, with adjacent retail touchpoints (smart scales, supplements). Comparable as an adjacent player in the Indian fitness ecosystem that could cross-sell into Cult.Sport's categories.
• Cure.fit (cult.fit): Parent brand and operator of gym centers and digital fitness subscriptions under the same Curefit Healthcare Pvt Ltd entity. Relevant as the ecosystem that supplies Cult.Sport with captive demand and shared brand equity, though the core business is fitness services rather than retail.

Direct peers

• Decathlon: Global sporting goods and fitness equipment retailer with a large India footprint and extensive private-label catalog spanning apparel, footwear, and home gym equipment. Most direct competitor to Cult.Sport's positioning as a multi-category fitness value retailer, though Decathlon operates at materially larger scale.
• Agaro: India-based D2C and marketplace brand specializing in home fitness equipment including treadmills, massagers, and exercise bikes. Directly comparable to Cult.Sport's equipment category, with overlapping price tiers and similar online-led distribution.
• PowerMax Fitness: Indian retailer specializing in treadmills, exercise bikes, and home gym equipment sold through its own e-commerce site and marketplaces. Directly competes with Cult.Sport in the home cardio and strength equipment category.

Emerging players

• Bold Care: Indian D2C wellness and men's care brand building category-specific online retail experiences with strong digital marketing. Comparable as a digitally native India fitness/wellness retailer, though currently focused on men's personal care rather than equipment.
• Noise: Indian D2C brand in connected wearables and fitness accessories with a strong e-commerce-led, sub-brand-driven model. Comparable as a digitally native India consumer brand using sub-brands and product-led growth, though in a different product category.

Broad incumbents

• Myntra: Leading Indian fashion e-commerce marketplace with a sizable activewear and sportswear category. Competes with Cult.Sport's apparel and footwear segments through assortment depth and brand-direct partnerships.
• HealthKart: India's largest online health and fitness platform spanning supplements, sports nutrition, and fitness accessories. Comparable in being a multi-category fitness D2C retailer targeting the same Indian consumer, with broader reach into nutrition but less focus on equipment and apparel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@cultstoreindia
• Instagraminstagram.com/cultstore
• Xx.com/cultsportindia
• Facebookfacebook.com/cultsportindia
• LinkedInlinkedin.com/company/cultsportindia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about cult.sport