FITNESS and WELLNESS startup FITPASS, which lays claim to having the largest fitness membership programme in the country, has partnered with Amazon India to become the first subscription-based fitness service on the e-commerce giant’s platform.
This strategic alliance, a year in the making, marks Amazon’s pioneering entry into subscription-based services in India, with fitness leading the way.
India is now the global diabetes capital (101 million cases) and the third-most obese nation; yet barely 5% of the 900 million-strong working-age population holds any paid fitness subscription. Fragmented gym networks, opaque pricing, lack of personalised guidance, scant coverage in tier-2/3 towns and the absence of a single platform that unites exercise, nutrition and medical support keep millions on the sidelines. Physical inactivity now drives ₹3.6 lakh crore in preventable healthcare costs annually. However, with India’s youthful population — 65% under 35 years — showing a growing interest in health and wellness, the market is poised to more than double to ₹37,700 crore by 2030 — if only access can be fixed. This rising demand for accessible fitness solutions presents a vast market opportunity across the country.
Amazon India’s collaboration introduces FITPASS’ full suite—unlimited access to 8,100+ gyms and studios nationwide, FITPASS PRO’s premium features, FITPASS Lite’s budget-friendly plans, personalised nutrition via FITFEAST, AI-powered FITCOACH, on-demand workouts on FITPASS TV, online doctor consultations and pharmacy benefits—under the single FITPASS 360 membership, bought in one click on Amazon.
“This partnership with Amazon represents a watershed moment in Indian fitness. After spending more than a year in strategic development, we’ve co-created a new category in fitness subscription – a first for Amazon in India. We’ve identified lack of access as a major obstacle to fitness in India; this is exactly what Amazon and FITPASS are solving together,” says FITPASS co-founder Akshay Verma. “What’s particularly exciting is Amazon’s recognition of fitness membership as one of the fastest-growing wellness segments in the country, commanding an increasingly significant share of consumer expenditure. This partnership validates both the explosive growth potential of the fitness ecosystem and the shift towards subscription models in India. By combining our extensive fitness network with Amazon’s unparalleled reach and high-intent customer base, we’re pioneering a path that will inspire more players to invest in India’s burgeoning health consciousness.”
Amazon India director – Kitchen, Home Improvement & Sports, Karthik Subbarayappa added: “Amazon India, with its expanding sports services range, is establishing itself as the one-stop destination for sports and fitness. The partnership with FITPASS marks a strategic step in expanding into India’s fitness subscription space.”
Leveraging Amazon’s massive base of 300 million active users, the partnership also integrates with Prime benefits, offering EMI options, 24/7 support, and exclusive member benefits and rewards. Amazon’s advanced recommendation engine and high conversion rates will further connect FITPASS with fitness enthusiasts nationwide.
