Ecommerce giant expands into fitness subscriptions as India’s wellness market surges
Amazon India has entered the country’s fast-growing fitness subscription market through a partnership with FITPASS, marking its first move into the segment. The collaboration makes FITPASS the first subscription-based fitness service available on the e-commerce platform.
The tie-up allows customers to buy and activate FITPASS memberships directly through Amazon, giving them access to more than 8,100 gyms and studios across India. The membership also integrates features like personalised nutrition plans, AI-based fitness coaching, virtual workouts, and online medical consultations.
Akshay Verma, Co-founder of FITPASS, said the partnership was over a year in the making and aims to address a key barrier in India’s fitness ecosystem access. “We’ve co-created a new category in fitness subscription, a first for Amazon in India. By combining our fitness network with Amazon’s reach, we’re tackling the lack of access that keeps millions from regular exercise,” he said.
Karthik Subbarayappa, Director – Kitchen, Home Improvement and Sports at Amazon India, said the collaboration aligns with Amazon’s broader expansion in the fitness and sports category. “The partnership with FITPASS marks a strategic step in expanding into India’s fitness subscription space,” he said.
Industry experts say the move underscores growing corporate interest in India’s wellness market, which is projected to reach nearly Rs 37,700 crore by 2030. Despite rising health awareness, only about 5 per cent of India’s 900 million working-age population currently holds a paid fitness subscription.
With India logging an estimated 2.4 billion “gym near me” searches annually, double the 2022 figure, platform-based collaborations like this could help bridge the accessibility gap, particularly in tier 2 and tier 3 cities.
The partnership also allows integration with Amazon’s ecosystem, offering EMI options, customer support, and exclusive member benefits. It reflects Amazon’s global experience in subscription services and FITPASS’s local network strength, together attempting to make fitness access more inclusive and convenient.
