Fitness technology startup FITPASS has partnered with Amazon India to introduce a subscription-based fitness and wellness service on the e-commerce giant’s platform, marking Amazon’s first entry into the services segment in the country. The partnership aims to bring affordable, accessible fitness to millions of Indians through Amazon’s marketplace, which reaches over 300 million users.
Through this collaboration, Amazon customers will gain direct access to FITPASS’ digital wellness ecosystem, which covers gym memberships, AI-driven fitness coaching, personalized nutrition planning, at-home workout content, and online medical consultations. The integration is expected to help FITPASS accelerate its reach beyond metro cities and strengthen its footprint across tier-2 and tier-3 markets.
“This collaboration is more than just a partnership—it’s a signal of how India’s digital economy is maturing,” said Akshay Verma, Co-founder of FITPASS. “Amazon’s first move into subscription services shows confidence in the country’s evolving consumption pattern, especially among young, health-conscious users.”
India’s wellness market is currently expanding rapidly, driven by increasing disposable income and a growing emphasis on preventive health. FITPASS aims to tap into this demand by targeting 500 cities by 2026 and scaling to 10,000 fitness centres across the country by the end of this fiscal year.
The company is also broadening its D2C presence with STOGA, a home fitness equipment brand, which reportedly records around 250 daily orders, and plans to launch a nutrition-focused line in the coming months.
Verma noted that the Amazon partnership will also help FITPASS gain deeper consumer insights to shape future offerings in adjacent categories like nutrition, home wellness, and digital health. “Our goal is to make fitness inclusive, convenient, and sustainable for everyone,” he said.
