FITRAX go-to-market strategy in India for integrated health and fitness platforms

Abstract

The health and fitness industry in India has been on a high growth trajectory over the past decade. The recent advances in technology, especially the wearables, Cloud and Internet of Things, have made it possible for development on platforms and solutions that can provide an integrated view of health and fitness information of an individual not only to himself/herself but to other agencies that can offer complementary offerings. FITRAX is one such firm that has developed an integrated health and fitness platform. After initial successes of positioning their platform as a B2B offering to gyms and fitness centers in the US, Fitrax wants to now enter into Indian market. This project develops a Go To Market Strategy for Fitrax in Indian market. Fitrax solution has multiple components such as gym membership management software, vitals measurement station, wearable band, smartphone app, etc. that together provide the ability to track fitness of individuals and provide an opportunity to deliver services that make use of this information. This project evaluated multiple segments that this integrated platform could be offered to and identified the target segments. In doing so, a thorough Internal and External Analysis of the environment were done to understand the capabilities of Fitrax, competition, market and the value chain. Qualitative Analysis was conducted using depth interviews to understand the needs of different segments and identify business models that would work for each of them. Detailed values analysis was done to derive value proposition of the offering to each of the segments. From this exercise, it was concluded that the target segments in India should be Gyms/Fitness Centers and Corporates. An independent survey was also conducted to understand the needs of end consumers of fitness centers and corporate employees who would be using the wearable band, smartphone app, vitals machine, etc. This report then makes both near term and long term strategy recommendations for Fitrax to make inroads into both target segments.