Flexnest

What Flexnest does

Flexnest, operated under the legal entity Melrose Brands Pvt Ltd, is an India-based direct-to-consumer fitness equipment brand founded in 2020 and headquartered in Gurugram, Haryana. The company designs and sells Bluetooth-connected smart cardio equipment (treadmills under the Flexpad/Flextread line, indoor cycles under the Flexbike line, rowers under the Flexrower line, and ellipticals under the Flextrainer line), strength equipment (the dial-adjustable FlexiBell dumbbells, Flexbench, Flexikettle, and Flex Barbell), recovery products (massage guns, vibration plates), and an expanding activewear and accessories portfolio. The proprietary Flexnest App serves as the software layer, providing 1000+ trainer-led workout classes, 50+ virtual scenic rides, live daily sessions, and real-time tracking of workout metrics across the connected hardware range. The company positions itself as India's first personal fitness brand selling 12 essentials exclusively for home use, with space-saving innovations such as the foldable Flexpad and dial-adjustable FlexiBell designed for compact urban Indian living.

Flexnest operates a pure D2C model with no retail or third-party distribution; all sales occur through the Shopify-powered theflexnest.com storefront and native iOS/Android apps, supported by free Pan India shipping and no-cost EMI financing on orders above Rs. 10,000. The revenue mix is hardware-led, with hardware prices ranging from Rs. 1,499 for accessories to Rs. 139,998 for premium equipment (typically discounted 40-60% off MRP), supplemented by an app subscription layer offering ongoing access to trainer-led content after the bundled 1-month free membership. Marketing relies on celebrity endorsement (Abhishek Bachchan), fitness influencer content, earned media coverage (Forbes, GQ India, Vogue, Times of India), and WhatsApp-based conversion optimization. The company has scaled to 100,000+ cumulative customers with disclosed unit volumes of 15,000+ treadmills, 12,000+ bikes, 6,000+ rowers, and 2,000+ ellipticals sold.

The company is privately held with no disclosed institutional funding, ownership structure, or management team beyond its two co-founders, Rhea Singh Anand and Raunaq Singh Anand. Operating geographies are limited to India, with no documented international expansion despite being reviewed in international fitness publications. Strategic partnerships are limited to a co-branded SARVA Yoga Kit. Flexnest has progressively expanded its product surface beyond core equipment into recovery, accessories, and activewear, indicating a category-extension strategy aimed at capturing a larger share of the Indian home wellness wallet.

Name

Flexnest

Legal name

Melrose Brands Pvt Ltd

Website

https://theflexnest.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Flexnest is an India-based D2C brand (Melrose Brands Pvt Ltd) selling Bluetooth-enabled smart home fitness equipment — treadmills, bikes, rowers, ellipticals, strength gear, and recovery products — paired with a proprietary app offering 1000+ trainer-led classes to urban Indian consumers.

Ownership category

akta.pro rank

Product category

Home Fitness Equipment

NAICS

Sporting Goods Retailers (45911)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)

Keywords

• Smart fitness equipment
• Home cardio machines
• Adjustable dumbbells
• Connected exercise bikes
• Home gym products

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Primary revenue stream from selling smart fitness equipment including treadmills, exercise bikes, rowers, ellipticals, and strength equipment. Products are sold at various price points from Rs. 2,499 to Rs. 139,998 with regular discounts (up to 50-60% off).
2. App Subscription: Free 1-month Flexnest membership included with purchase of smart equipment. Paid subscriptions for ongoing access to trainer-led classes, virtual rides, and advanced tracking features through the Flexnest app.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Flexnest designs and sells Bluetooth-enabled smart home fitness equipment — including treadmills, exercise bikes, rowers, ellipticals, adjustable dumbbells, kettlebells, barbells, and benches — paired with a proprietary mobile app that delivers 1,000+ trainer-led workout classes, 50+ virtual scenic rides, and live fitness sessions. The brand also offers recovery products (massage guns, vibration plates) and accessories (smart scales, yoga mats), targeting urban Indian consumers who want premium gym-quality workouts at home.

Product overview

Flexnest is a comprehensive fitness equipment company offering a portfolio of Bluetooth-enabled smart fitness products designed for home gyms. The core product line includes smart cardio equipment (treadmills: The Flexpad, The Flextread Hike, The Flextread 2.0, The Flextread+; bikes: The Flexbike Lite, The Flexbike, The Flexbike+, The Flexbike+ 1.0; rowers: The Flexrower Lite, The Flexrower+; ellipticals: The Flextrainer, The Flextrainer EZ, The Flextrainer+) and strength equipment (The FlexiBell, FlexiBell Lite, The FlexiBell Stand, The Flexbench 2.0, The Flexbench Pro, The Flexbench EZ, The Flexikettle, The Flex Barbell). All smart equipment connects via Bluetooth to the proprietary Flexnest App, which provides trainer-led workout sessions, virtual rides, and workout tracking. The ecosystem also includes recovery products (massage guns, vibration plates) and accessories (scales, mats, bands). The company positions itself as a complete fitness solution combining hardware equipment with digital fitness classes.

Differentiator

Problem solved

Functional benefit

Products and services

• The Flexpad Smart Foldable Treadmill India's 1st Smart Foldable Treadmill with 3-in-1 walking and running modes, Bluetooth speaker, remote control, speeds up to 12 km/hr, and 1000+ trainer-guided workouts via the Flexnest App. Designed for Indian home users seeking space-efficient cardio equipment.
• The Flextread Hike Treadmill Entry-level foldable treadmill with auto incline, max speed 14 km/hr, max weight support of 120 kg, Bluetooth connectivity, and access to trainer-led workouts via the Flexnest App.
• The Flextread 2.0 Treadmill Runner's treadmill with 15-level auto incline, max speed 15 km/hr, 6 HP peak motor, and Bluetooth connectivity for virtual walks and trainer-led sessions.
• The Flextread+ Treadmill Commercial-grade treadmill with incline up to 15%, speeds up to 18.8 km/hr, 7 HP peak motor, 1000+ trainer-guided workouts, and 50+ virtual walks.
• The Flexbike Lite Smart Spin Cycle Smart indoor spin exercise cycle with 100+ levels magnetic resistance, Bluetooth connectivity, 1000+ trainer-led workouts, 100+ virtual rides, and free 1-month Flexnest membership.
• The Flexbike Smart Exercise Cycle India's #1 Smart Exercise Cycle with Bluetooth connectivity, 10-level magnetic resistance, live class daily streaming, and integration with the Flexnest App for trainer-led workouts.
• The Flexbike+ 1.0 Smart Fitness Cycle Premium smart fitness cycle with advanced Bluetooth functionality, 21.5-inch HD display, integrated sound system, and free 1-month Flexnest App membership with on-demand exercises and virtual rides.
• The Flexbike+ Smart Fitness Cycle Premium smart fitness cycle featuring advanced Bluetooth connectivity, 21.5-inch HD touchscreen display, in-built speakers, and access to trainer-led workout sessions via the Flexnest App.
• The Flexrower Lite Rowing Machine Entry-level Bluetooth-enabled magnetic rowing machine with 30+ virtual rows, metallic frame, and free 1-year Flexnest App subscription for workout tracking.
• The Flexrower+ Smart Rowing Machine Premium smart rowing machine with ash wood frame, water-based resistance tank, 16-blade double-layer water paddle, Bluetooth connectivity, and 100 levels of resistance for full-body workouts.
• The Flextrainer Smart Cross Trainer India's 1st Smart Cross Trainer (elliptical) with 8 resistance levels, magnetic resistance, Bluetooth connectivity, and integration with the Flexnest App for trainer-led classes and virtual rides.
• The Flextrainer EZ Elliptical Entry-level elliptical cross trainer with comfortable seat, interactive inbuilt display, and Bluetooth connectivity for virtual cycling experiences.
• The Flextrainer+ Cross Trainer Commercial-grade elliptical cross trainer with larger weight capacity, premium build quality, and advanced features for home gym use.
• The FlexiBell Adjustable Dumbbells India's #1 Selling Adjustable Dumbbells that replace 15 pairs of dumbbells, with weights adjustable from 2.5 kg to 24 kg (or up to 40 kg in the heavy-duty variant) via a dial mechanism. For home strength training.
• FlexiBell Lite Adjustable Dumbbells Lighter version of the FlexiBell adjustable dumbbells for beginners, offering the same dial-adjustment mechanism at lower weight ranges.
• The FlexiBell Stand Adjustable-height dumbbell stand with wheels for easy mobility, designed to safely store FlexiBell dumbbells.
• The Flexbench 2.0 Workout Bench Multi-functional workout bench for strength training exercises, compatible with FlexiBell dumbbells.
• The Flexbench Pro Workout Bench Professional-grade multi-functional bench with enhanced stability and weight capacity for advanced strength training.
• The Flexikettle Adjustable Kettlebell Adjustable kettlebell for home strength training, allowing users to change weights to match their fitness level.
• The Flex Barbell Adjustable barbell designed for comprehensive strength training workouts at home.
• Flexnest 3D Vibration Plate Massager Advanced 3D multi-directional vibration plate with 10 adjustable presets for fat burning, toning, relaxation, and recovery, featuring wireless remote control.
• Turbo Massage Gun High-powered massage gun for deep tissue muscle recovery and relaxation.
• Ultra Massage Gun Muscle recovery device with multiple intensity settings for targeted massage therapy.
• Hyper Pro Massage Gun Professional-grade deep tissue massage gun for advanced muscle recovery.
• The Flexscale Smart Weighing Scale Bluetooth-enabled smart weighing scale that tracks up to 8 users, measuring body weight and connected metrics via the Flexnest App.
• Flexnest App Proprietary fitness app providing 1000+ trainer-led workout sessions, 50+ virtual rides, live classes, community features, and Bluetooth connectivity to Flexnest equipment for real-time workout tracking and statistics. Free 1-month membership included with smart equipment purchases; paid subscription for ongoing access.

Quantifiable outcome

• 50% off on all products during regular promotions
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Flexnest x SARVAminorStrategic or Co-development PartnerCo-branded SARVA Yoga Kit sold through Flexnest platform, combining yoga accessories with fitness equipment ecosystem

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Echelon Fitness: Echelon sells connected smart bikes, rowers, treadmills, and mirrors with a subscription-based training app targeting at-home fitness at multiple price tiers—directly comparable to Flexnest's product breadth and D2C go-to-market.
• Tonal: Tonal is a smart strength-training system combining connected hardware with on-demand AI-driven strength coaching; comparable to Flexnest's Bluetooth strength range and trainer-led app content on the strength-training side of the portfolio.
• Peloton: Peloton pioneered the connected fitness model that Flexnest emulates, pairing Bluetooth-connected bikes and treadmills with a subscription-based library of live and on-demand trainer-led classes—the structural reference point for Flexnest's hardware-plus-app stack.
• Hydrow: Hydrow is a connected rowing machine with a subscription-based library of immersive on-water and trainer-led row workouts—comparable to Flexnest's Flexrower products with Bluetooth resistance and virtual rows via the Flexnest App.
• iFIT / NordicTrack: NordicTrack manufactures premium home cardio equipment (treadmills, bikes, ellipticals, rowers) integrated with iFIT's deep library of trainer-led classes and scenic rides—the closest analog in product mix and content ecosystem.
• Aviron Interactive: Aviron makes a connected rowing machine with gamified and trainer-led content subscriptions, providing a focused direct comparison with the Flexrower+ and its premium ash-wood, Bluetooth-enabled rower offering.

Broad incumbents

• Cure.fit (cult.fit): cult.fit is India's most recognized fitness brand spanning gyms, group classes, and a digital fitness/wellness app—a broad incumbent competing for the same Indian home-fitness wallet and trainer-led content demand that Flexnest targets.
• Decathlon India: Decathlon India is a mass-market sporting goods retailer with its own home fitness equipment line and offline stores—a broad incumbent setting price and assortment benchmarks in India's home gym equipment category.

Regional players

• Lifelong India: Lifelong sells affordable home fitness equipment (treadmills, bikes, massagers) across Indian e-commerce platforms—a regional D2C competitor competing for budget-conscious buyers in the same home fitness category.
• Cosco India: Cosco is a long-standing Indian sporting goods and fitness equipment brand with multi-channel retail presence—an established regional competitor for the home fitness equipment buyer in India.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/theflexnest
• Facebookfacebook.com/theflexnest
• LinkedInlinkedin.com/company/flexnest

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Flexnest