The health and fitness industry in India was never a marketing game. People chose a gym, sport, or club based on their homes' proximity or the interest of the inner circle.

But today, a brand like Cure-Fit is adding a system to an untapped market. Akshay Rajwade, the head of Product (Growth) at CURE.fit, explains the challenges of user retention in fitness and how they used engagement as a primary tool to make a change.