Startup Originals Team
In a groundbreaking collaboration, Amazon India has partnered with FITPASS, India’s largest fitness and wellness membership platform, to introduce the country’s first subscription-based fitness service. This strategic alliance marks Amazon’s debut in India’s fitness and wellness segment, bringing flexible, affordable, and accessible fitness solutions to millions of users across the country.
A Game-Changing Partnership:
The partnership between Amazon India and FITPASS aims to revolutionize the way Indians access fitness. The new FITPASS 360 membership, available on Amazon, offers users a comprehensive wellness ecosystem, combining workouts, nutrition, coaching, and medical consultations, all under one digital roof.
Customers can now purchase and activate FITPASS 360 instantly on Amazon, seamlessly integrating with the FITPASS app for a unified fitness experience. This marks the first time a global e-commerce leader has introduced such a subscription-based fitness service in India.
What FITPASS 360 Offers:
FITPASS 360 brings together multiple features to create a complete fitness experience for users:
- Unlimited access to 8,100+ gyms and studios across India.
- Personalised nutrition plans through FITFEAST.
- AI-powered fitness coaching via FITCOACH.
- On-demand workout videos on FITPASS TV.
- Online doctor consultations and pharmacy benefits.
The membership also caters to diverse user needs with options like FITPASS PRO for premium access and FITPASS Lite for affordable plans, ensuring inclusivity across income groups and locations.
Making Fitness Accessible Across India:
India’s fitness market is expanding rapidly, yet only 5% of the country’s 900 million working-age population currently holds a paid fitness subscription. With most gyms and wellness centers concentrated in urban areas, accessibility remains a key challenge.
FITPASS and Amazon are tackling this gap by leveraging Amazon’s 300 million+ active user base, making fitness accessible in Tier 2 and Tier 3 cities as well. Users can now turn their phones into wellness hubs — from discovering nearby gyms to scheduling workouts, all through a few clicks.
Statements from Leadership
Akshay Verma, Co-founder of FITPASS, called the partnership a “watershed moment in Indian fitness,” stating:
“After a year of strategic collaboration, we’ve co-created a new category in fitness subscriptions, a first for Amazon in India. Together, we are solving the biggest challenge in fitness: lack of access. This partnership validates the immense growth potential of India’s wellness ecosystem and the shift towards subscription-based fitness.”
Karthik Subbarayappa, Director – Kitchen, Home Improvement & Sports, Amazon India, added:
“Amazon India is fast becoming a one-stop destination for sports and fitness. Our partnership with FITPASS is a strategic move to expand into the fitness subscription segment and make wellness accessible to every Indian.”
Empowering India’s Fitness Revolution:
India’s rising health awareness, driven by alarming lifestyle diseases like diabetes and obesity, has created a massive opportunity for integrated wellness platforms. The country’s fitness market is projected to more than double to ₹37,700 crore by 2030, according to industry estimates.
With FITPASS 360, Amazon is helping bridge the gap between urban and rural fitness access, empowering users with tools that make healthy living practical and affordable. The initiative also aligns with Amazon’s mission to innovate across customer-centric categories in India.
About FITPASS:
Founded in 2015 by siblings Akshay and Arushi Verma, FITPASS has transformed the fitness industry by offering flexible and affordable fitness memberships. With over 6 million users, the company provides access to thousands of gyms and studios nationwide, AI-enabled personal coaching, nutrition consultations, doctor access, and exclusive discounts.
Its mission, guided by the #YourFitnessYourWay philosophy, is to make fitness a part of every individual’s daily routine, regardless of location, budget, or lifestyle.
About Amazon India:
Amazon is driven by four principles, customer obsession, innovation, operational excellence, and long-term thinking. The company continues to pioneer diverse sectors in India, from e-commerce and cloud services to entertainment and now fitness. With initiatives like this, Amazon reaffirms its goal of becoming Earth’s Most Customer-Centric Company and expanding its footprint in India’s growing digital and wellness economy.
