Fitness and wellness platform Cult.fit has acquired TREAD, a Bengaluru-based connected fitness startup that recently launched a smart fitness bike. The acquisition is aimed at bolstering Cult.fit’s portfolio hardware-at-home business vertical.
Recently Cure.fit was rechristened as Cult.fit, which became a part of Tata digital. Recently the Fitness brand brought in Bollywood film actress Nora Fatehi as its brand ambassador. Nora is the first female brand ambassador for Cult.Fit, which has been endorsed by actors Hrithik Roshan and Tiger Shroff in the past.
More products to be launched soon
Cult.fit’s acquisition of TREAD is the first step towards launching an array of new products like TREAD smart bikes, bench, etc. Cult. fit’s expansion into the connected fitness hardware market will help the company launch more fitness products.
“Globally, the connected fitness market is on the rise and we are committed to bringing the best innovation to our customers in India. We will soon offer a wide range of home fitness equipment to better serve the demand of at-home workouts,” Shamik Sharma, head of digital health at Cult.fit, said.
TREAD, will continue to function independently as part of the deal. It has developed a smart indoor connected fitness bike similar to Peloton but at one-third the price. This value-for-money product for India will have many social features like live workouts, leader boards to compete with friends, etc.
The users can compete with each other and participate in virtual tournaments. They can also enjoy scenic rides in their favourite virtual locations like – beach in Hawaii to the French Riviera Promenade.
“With Cult.fit, we will be able to significantly accelerate product development and reach more customers. We are launching a suite of connected fitness cardio and strength products. The TREAD One, A smart indoor exercise bike is our first product which will be followed by digital weight and resistance products, and smart home gym kits. We have already received a lot of interest and several hundred customers have placed pre-orders,” Dinesh Godara, founder of TREAD, said.
TREAD’s hardware IP with the Cult. fit’s digital content and computer vision tech will create an exciting experience for fitness enthusiasts. Cult. fit will also help TREAD with tech, customer reach, and offline distribution.