COMMUNITY GAINS

Mujtabha Magrey on why cult is investing in micro-cultures beyond fitness.

- By Tsunami Costabir

Community has always been cult’s (popularly known as cult.fit) core muscle. What began as small, high-energy group workouts has grown into a movement where people find strength in collective commitment. Today, cult is building micro-communities beyond the gym — through running clubs, reading circles, music jam sessions and other lifestyle touchpoints that deepen engagement and attract new customers In an interview with BrandSutra, COO Mujtabha Magrey reveals that even with nearly 700 centers, they're only just getting started:

“India’s fitness journey is only at 0.7% penetration — it gives us nightmares. The US is already above 20%. There's no reason a brand from India can't redefine the country’s fitness paradigm.”

Edited excerpts from the interview...

Q. Have you noticed any recent changes in the way people approach fitness, and how is cult adapting to them?

A. Fitness today is as much about community as it is about health. When I first moved to Bangalore in 201, I joined a gym to meet like-minded people — and that’s still true for young professionals moving to cities. They want a comfortable, non-intimidating space where they feel supported. Most people begin with goals like weight loss or getting healthier, usually triggered by life moments — moving, getting married, turning 30. We focus on making the first step easier. We're also seeing growth across age groups: Gen Z entering fitness early, and more consumers over the age of 35. That's why we've built a multi-tier approach with affordable neighborhood gyms and premium formats — so everyone can find the right starting point.