Future of fitness e-commerce industry is all about personalisation: Pallav Bihani

The fitness e-commerce sector in India has witnessed remarkable growth over the past few years, driven by increasing health awareness and the rise of digital-first lifestyles. As more individuals embrace fitness as an integral part of their daily routines, the demand for high-quality, innovative fitness products has surged. The industry is characterized by fierce competition, rapid technological advancements, and a consumer base that is increasingly seeking personalized and convenient fitness solutions. This dynamic landscape has paved the way for brands that can offer superior products and exceptional customer experiences to stand out and thrive.

In conversation with Adgully, Pallav Bihani, Founder and CEO, Boldfit, shares insights into the company’s transformative journey from a startup to a prominent player in the fitness e-commerce sector. Bihani discusses the key milestones and pivotal moments that defined Boldfit’s growth, the specific strategies implemented to establish the brand as a leader in the D2C fitness space, and the challenges encountered along the way. He also delves into how Boldfit leverages data analytics to understand customer behaviour, the strategic objectives behind their high-profile partnerships, and the brand’s commitment to sustainability. Bihani’s perspective offers a comprehensive look at how Boldfit continues to innovate and differentiate itself in a competitive market.

Could you take us through Boldfit’s journey from a startup to a prominent player in the fitness e-commerce sector? What key milestones and pivotal moments defined this transformation?

It’s been an exciting journey, democratising fitness for performance positives across India. We started in 2018 with 2 Yoga Mats and a vision to make fitness accessible and convenient in India. Now, we are serving millions of customers with multiple bestsellers across various categories. We’ve an exciting product pipeline for the year - expanding our athleisure and footwear ranges, entering new markets and focusing on building a strong omni-channel presence across the country.

What specific growth strategies has Boldfit implemented to establish itself as a leader in the D2C fitness space, and what challenges have you encountered along the way?

We focused on three key areas – building a strong brand identity, creating a superior customer experience and offering high-quality, innovative products for the Indian market. Building brand awareness in a crowded market is a tough challenge, but we’ve tackled this with strategic digital marketing initiatives and smart partnerships and collaborations.

Could you elaborate on how Boldfit uses data analytics to understand customer behaviour and preferences, and how this data-driven approach influences your marketing efforts and product development?

Data is at the heart of everything we do. We use analytics to understand customer demographics, purchase behaviour and fitness preferences. This data influences our product development strategies. And we use these actionable insights to introduce products that market laps up.

Could you elaborate on the strategic objectives behind Boldfit’s partnership with Chennai Super Kings (CSK), and how has this collaboration impacted your brand visibility and customer engagement? Are there any plans to expand Boldfit’s partnerships to other sports teams or leagues?

The partnership with Chennai Super Kings, along with Mumbai Indian & Royal Challengers Bengaluru was a massive strategic move to leverage the IPL’s massive reach and passionate fan base. Our co-branded range has been well received by all the three major fan bases. It has significantly boosted brand visibility and engagement. We’ve also seen a surge in website traffic, social media mentions, and sales during the IPL season. Moving forward, we’re actively looking to partner with other sports and leagues that help amplify our brand presence.

How does Boldfit leverage social media platforms to build and maintain a dedicated fitness community, and what role does user-generated content play in your strategy?

We leverage social media platforms like Instagram, Facebook, LinkedIn and X to create engaging fitness content and interact with our audience. User-generated content (UGC) plays a vital role. We encourage customers to share their fitness journeys using, fostering a sense of community.

Could you provide insights into Boldfit’s unique product development process and how you incorporate customer feedback into designing and launching new products?

Our product development process is data-driven and customer-centric. We gather feedback through surveys, social media interactions, and focus groups. This feedback helps us refine existing products and identify gaps in the market.

What sustainable practices has Boldfit adopted in its operations, and how do these green initiatives contribute to your brand’s overall mission and values?

Sustainability is a core value. We maintain a sustainable supply chain to minimise our carbon footprint, and invest in eco-friendly packaging. These practices resonate with our customers and contribute to our mission of promoting not just a healthy lifestyle but also a healthy planet.

In a competitive market, how does Boldfit differentiate its products and services from other fitness brands, particularly in terms of quality and innovation?

We stand out through a unique combination of data research, innovative products and a definitive price advantage. The idea is to constantly innovate, bringing new and differentiated products to market, while ensuring exceptional customer service.

How does Boldfit ensure the quality and safety of its nutrition and wellness products, and what standards or certifications do you adhere to?

Safety and quality is of prime importance at Boldfit. It’s what the Indian customer looks for before anything else. All our products go through rigorous testing to ensure they meet our strict benchmarks.

How do you foresee the future of the fitness e-commerce industry, and what trends do you believe will shape the next phase of growth for Boldfit?

The future is all about personalisations and creating a seamless omnichannel experience. We foresee a rise in acceptance of fitness as a lifestyle, with a surge in demand for performance first products across categories.