India, June 21 -- For years, Cult.fit's playbook revolved around one thing: gym memberships. The fitness startup, founded in 2016 by former Flipkart executives Mukesh Bansal and Ankit Nagori, is expanding the game beyond the workout floor. It now wants to become the Decathlon of India, selling everything from apparel, footwear, and athleisure to gym equipment and even bicycles, as its push towards profitability intensifies.

The shift is visible. According to CEO Naresh Krishnaswamy, products now contribute around 30% of Cult.fit's overall revenue. Revenue from product sales grew from Rs.64.2 Cr in FY22 to Rs.326.4 Cr in FY25. During the same period, the company's operating revenue rose from Rs.215.7 Cr to Rs.1,215.5 Cr.

As part of its b...