“Fitness brands today are no longer competing only as gyms—they’re competing as lifestyle ecosystems,” said Akshat Gupta, principal (consumer and internet) at consultancy Praxis Global Alliance. “Consumers increasingly see health, beauty, nutrition and activity as part of the same journey, which is why companies are trying to build a broader portfolio across services, products and experiences.”
Cult.fit’s fitness playbook widens: Affordable gyms, Pilates studios and products fuel growth
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