Analysis of Cult.fit app

Objective

To drive engagement on the Cult.fit app

Competitor analysis of Cult.fit

Since Cult.fit has 4 verticals, namely Cult.fit, Care.fit, Mind.fit, and Eat.fit, we will do competitor analysis for all the verticals separately.

Competitors of Cult.fit

1. MyFitnessPal
2. Healthifyme
3. Gym fitness centers, E.g. Gold Gym
4. Fitcircle

Competitors for Care.fit

1. Practo
2. 1mg
3. Lybrate
4. PharmEasy

Competitors for Eat.fit

1. Freshmenu
2. Healthie
3. Yustrength
4. PurpleBasil

Competitors for Mind.fit

1. Calm App
2. Headspace
3. YourDost
4. Juno Clinic

How can Cult.fit increase its Daily active user count?

What is DAU?

Daily Active Users (DAU) measures the number of active users who visit your app in a single day.

Increasing DAU means increasing engagement on your app.

What features does Cult.fit provide currently?

Cult.fit

1. Online Personal training
2. Cult sportswear/fitness gear
3. Personal Training at center
4. Online Group classes
5. Cult center classes
6. Live classes

Care.fit, Mind.fit, Eat.fit

1. Lab tests
2. Diagnostic services
3. Doctor consultations
4. Supplements
5. Cooking videos
6. Therapy sessions

What steps were taken by Cult.fit themselves to increase engagement on their app?

1. Celebrities taking sessions/Celebrity chefs’ cooking videos
2. Covid vaccination drive
3. Photos after every cult class(Memories)
4. Specialized Workshops organized at few centers
5. Sleep/steps tracking
6. Gamification — The app consists of levels that can be achieved by following some daily tasks inspiring the cult users to strive for more.
7. Connect TV app/Download sessions
8. Energy meter/Ranking — During an online session, the camera tracks your movements and keeps up your energy meter accordingly. All the participants are given ranks based on their energy meter during and after the session.

What can be done more to increase the Daily Active User count?

1. Online immunity/lifestyle assessment
   This will engage the first time users more and get an in depth understanding about their current lifestyle and what goals can be set to improve their lifestyle and immunity.
2. Quizzes, where winners can get FitCash
   Quizzes can be hosted by Cult.fit to engage more users by giving them rewards on winning the quiz.
3. Create a discussion forum for the Cult community where every individual can share their workout flows to inspire others
   A sense of Cult.fit community can be developed by creating a discussion forum where people can put their own workout styles for different parts of the body as well as showcase their healthy lifestyle habits.

Note: — For the below 2 parts, no hypothesis testing, assumption validation, user research, market research has been done.

List 3 features that Cult.fit lacks

1. Fitness companion that will guide an individual through with his/her health and nutritional needs.
2. Personalized fitness and diet program for each individual based on their needs.
3. Health blogs that can spread awareness about healthy lifestyle and motivate the users.

What features you would like to add in Cult.fit in order to enhance the app?

1. Universal search feature
   Since the app has a lot of features, it will become easier to find a service using the search option.
2. AI chatbot for the fitness companion
   The chatbot can serve as your fitness guide companion.
   The chatbot can set reminders for you to facilitate your workouts everyday.
3. Specialized tracking of activities such as running where calories burnt, speed and distance can be calculated.
   Gives a more holistic understanding of one’s activities in a day.