Amazon India has partnered with FITPASS, a fitness and wellness startup, in an industry-first collaboration aimed at making fitness and wellness services more accessible. This partnership introduces a new category of subscription-based fitness services on Amazon’s e-commerce platform.
This marks Amazon’s entry into the subscription-based service sector. Akshay Verma, co-founder of FITPASS, noted that Amazon has recognised fitness membership as one of the fastest-growing wellness segments in the country. He mentioned that if this initiative succeeds in India, Amazon could expand it to the global market. FITPASS has spent a year working with Amazon to develop this offering.
With six million customers, FITPASS aims to add a million customers after getting on the Amazon India platform. For Amazon, this partnership provides an opportunity to tap into a burgeoning market. The collaboration allows Amazon to offer these services without needing to manage warehousing, logistics, or deliveries, according to Verma.
Tapping into an underserved market
The partnership enables Amazon to leverage FITPASS’s extensive pan-India presence, which includes a network of 8,100 gyms and studios. Through the single FITPASS 360 membership on Amazon, customers will gain access to personalised nutrition, an AI-powered fitness coach, on-demand workouts via FITPASS TV, online doctor consultations, and pharmacy benefits.
The membership-based fitness segment is valued at Rs 38,000 crore. FITPASS reports that only about 5% of India’s 900 million working-age population holds a paid fitness subscription. However, there’s a growing interest in health and wellness among individuals under age 35. In fact, India has recorded 2.4 billion “gym near me” searches annually—double the volume from 2022.
According to Verma, access remains a significant barrier to fitness in India, where services are often offered independently at a higher cost. Amazon and FITPASS are addressing this issue by providing a comprehensive package on a single platform. The market is projected to more than double by 2030 if access issues are addressed, which is precisely what Amazon India and FITPASS aim to do. Additionally, the reduction of GST on these services from 18% to 5% is expected to expand the market.
All-in-One Wellness
Through this partnership, Amazon will utilise its vast marketplace of 300 million users to offer subscription services, while FITPASS will provide a comprehensive package of exercise, nutrition, coaching, and consultations all through a single platform.
The FITPASS 360 membership also includes diagnostic services and on-demand medical consultations. The collaboration will cater to a diverse demographic across India, ranging from Tier 2 and 3 cities to urban centres across all socio-economic backgrounds. As soon as a customer clicks “Buy,” the membership automatically loads into the FITPASS app, transforming it into a personal wellness hub.
“Amazon India, with its expanding range of sports services, is positioning itself as the premier destination for sports and fitness. This partnership with FITPASS represents a strategic step in entering the Indian fitness subscription market,” stated Karthik Subbarayappa, Director of Kitchen, Home Improvement & Sports at Amazon India.