Amazon India Ventures into Fitness Services with FITPASS Partnership

Amazon India has entered the subscription-based fitness and wellness sector through a strategic partnership with FITPASS, a leading fitness and wellness startup. This collaboration aims to make fitness services more accessible across India by offering all-in-one memberships on Amazon’s e-commerce platform.

Industry-First Collaboration

The partnership marks a first-of-its-kind initiative where Amazon offers subscription-based fitness services on its platform. FITPASS co-founder Akshay Verma highlighted that fitness memberships are among the fastest-growing wellness segments in India. If successful, Amazon may expand this offering to global markets, leveraging its e-commerce ecosystem to tap into the growing health-conscious population.

FITPASS has collaborated with Amazon for a year to develop this initiative, aiming to reach a million new customers on the platform, building on its existing six million-user base. For Amazon, this provides an entry into the rapidly expanding wellness industry without managing logistics, warehousing, or deliveries.

Leveraging FITPASS’s Pan-India Network

The collaboration allows Amazon to utilize FITPASS’s extensive network of 8,100 gyms and studios across India. Through the FITPASS 360 membership, users gain access to:

• Personalized nutrition plans

• AI-powered fitness coaching

• On-demand workouts via FITPASS TV

• Online doctor consultations

• Pharmacy benefits

This all-in-one approach addresses the fragmented nature of fitness services in India, providing convenience and value to consumers.

Tapping into an Underserved Market

The fitness subscription market in India is currently valued at around ₹38,000 crore, yet only about 5% of India’s 900 million working-age population holds a paid fitness membership. Demand is growing, particularly among individuals under 35, with 2.4 billion “gym near me” searches annually, double that of 2022.

Verma noted that access remains a key barrier, as fitness services are often available independently and at a higher cost. Amazon and FITPASS aim to solve this by offering a comprehensive, affordable subscription package through a single platform.

Industry analysts predict the fitness subscription market could more than double by 2030 if access barriers are removed, and the recent reduction in GST from 18% to 5% for fitness services is expected to accelerate growth.

All-in-One Wellness Solution

The FITPASS 360 membership consolidates fitness, nutrition, coaching, and medical consultations in one platform. Customers can access diagnostic services and on-demand doctor consultations, making the subscription a complete wellness package.

The membership is designed to serve a diverse demographic, reaching users in Tier 2 and 3 cities as well as urban centers, across all socio-economic backgrounds. Once a subscription is purchased on Amazon, it automatically integrates with the FITPASS app, transforming it into a personal wellness hub.

Strategic Advantage for Amazon

Amazon leverages its 300 million-user marketplace to introduce the new subscription-based category, positioning itself as a destination for sports, fitness, and wellness services in India.

Karthik Subbarayappa, Director of Kitchen, Home Improvement & Sports at Amazon India, said,

“This partnership with FITPASS represents a strategic step in entering the Indian fitness subscription market.”

By combining Amazon’s reach with FITPASS’s expertise, the collaboration ensures scalability, accessibility, and convenience for consumers nationwide.

Conclusion

Amazon India’s partnership with FITPASS marks a significant move into the subscription-based fitness segment, addressing a growing demand for affordable and accessible wellness services. The FITPASS 360 membership offers personalized fitness, nutrition, medical consultations, and diagnostic services through a single platform.

This collaboration not only expands Amazon’s service offerings but also promotes health and wellness adoption across India, particularly among younger and underserved populations.