Cult.fit’s fitness playbook widens: Affordable gyms, Pilates studios and products fuel growth

“Fitness brands today no longer compete as just gyms; they compete as lifestyle ecosystems,” said Akshat Gupta, principal (consumer and internet) at consultancy Praxis Global Alliance. “Consumers are increasingly seeing health, beauty, nutrition and activity as part of the same journey, so companies are looking to build a broader portfolio of services, products and experiences.”