How Fitness Brand OneFitPlus is Clocking 3X Growth Relying on 'Vocal For Local'

OneFitPlus intends to put major initiatives into manufacturing to become an 'atmanirbhar' (self-reliant) brand that is proud to be made in India. Company-owned manufacturing gives OFP better control over the supply chain from a business standpoint
How This Fitness Brand OneFitPlus Is Clocking 3X Growth Relying On 'Vocal For Local' Strategies

The last two years have seen several major changes in consumer behavior. One of the major changes is an emphasis on health awareness across all spheres. Riding on the demand, fitness brands are making the most out of this opportunity. Hyderabad-based fitness brand OneFitPlus has been growing at 3X in FY 2022. The company attributes its central strategy of 'Vocal for Local' as the main reason behind the success of the brand. 

“OneFitPlus is proudly made in India. Our treadmills and bikes are manufactured by us in our manufacturing facilities,” said Mohit Mathur, Founder, and CEO, OneFitPlus. The brand is now a part of fitness training company Cult Fit, which acquired its brands RPM Fitness, FitKit, and OneFitPlus last year. Being a part of Cult Fit gives them an opportunity to scale the brand faster across India. 

The brand understands that setting up its own manufacturing unit would help provide more value, and range and improve demand fill rates. Hence, OneFitPlus intends to put major initiatives into manufacturing to become an 'atmanirbhar' (self-reliant) brand that is proud to be made in India. Company-owned manufacturing gives OFP better control over the supply chain from a business standpoint. It enables it to pass the cost-benefit to its customers. 

So far, the brand has witnessed 3x growth in FY2022 in the number of units sold and its ARR is $20 million. 

Focus On Customer Service

Currently, the brand sells treadmills, indoor bikes, and bicycles. Its portfolio includes brands like Fitkit, RPM Fitness, and Urban Terrain. The brand also relies on 'better customer service' for its growth. 

"When customers buy their machine from us, they get the equipment and the complete ecosystem with hassle-free ownership and service, diet and fitness ecosystem. There is no one else who provides so many features in this industry," Mathur further stated. 

Specifically, OneFitPlus services and features include:

a) At Home Service with 29k pin code coverage

b) Live in-app training sessions

c) Virtual fitness game - Fitwarz d)Track your Ride App

e) Leaderboard feature for motivation and challenges - FitBoard

f)On-demand fitness classes

g)Doctor and Dietician consultation

h) Reward program – HealthCoins

“The strategy we used for our products over the years was focusing on the minute details and differentiators like having a pan India installation network (accessibility), understanding that diet is a key ingredient in fitness (made nutrition a crucial part of our offerings), smart cardio equipment to track progress (the perfect blend of technology and physical equipment) and made fitness more sports-like less intimidating by introducing live classes and offering a gamified approach as well,” Mathur further asserted. 

Marketing Strategies

Last year, the brand signed Sidhartha Malhotra and Kiara Advani as their brand ambassador. “This partnership took the brand a notch above as we saw more customers signing up with us,” the company stated. 

“We follow different marketing strategies for promoting our products. For eg: we use our presence on top marketplaces and advertise during high-profile events like Big Billion Days and other such mega-events. We have benefitted from visibility on marketplaces like Amazon and Flipkart as genuine customer reviews give our brand credibility and confidence in new customers to use our products and services,” Mathur added. 

Globally, the connected fitness market is estimated to reach $5.96 billion by 2025, according to a report by Grand View Research, registering a 31.2 percent CAGR during the forecast period. Given the opportunity that the industry holds, it is expected that the industry is going to expect many more players and many developments awaits in the segment. 

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