Hi All,
This mini case titled "Cure.fit: A Health Check" describes the impact of the Covid-19 pandemic on a four-year old Indian fitness startup. The Covid-19 pandemic had a paradoxical impact on the fitness industry. While on one hand, it led to closure of gyms, on the other hand it led to a surge in interest in fitness. Fitness companies, including Curefit, shifted their operations online. The case describes the origins and evolution of Curefit and its response to the pandemic. It further provides details of the responses of the other players in the Indian fitness landscape. Curefit's emphasis on both offline-online play and its full stack 'heath and fitness solution' makes it a unique case in the industry. The case can be used to discuss the short-term and long-term impact of Covid-19 on digital incumbents. The case is also apt to discuss concepts such as the three kinds of value that digital businesses can offer, business model diversification and their significance in post-pandemic times.
Note: A
teaching note is available for all educators from the authors upon request.------------------------------
Jang Bahadur Singh, Assistant Professor, Indian Institute of Management Tiruchirappalli, India. Email:
jbs@iimtrichy.ac.inKS Manikandan, Associate Professor, Indian Institute of Management Tiruchirappalli, India. Email:
mani@iimtrichy.ac.in------------------------------