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Amazon India Partners with Fitpass to Launch Subscription-Based Fitness Platform

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  Published in Health and Fitness on Wednesday, November 26th 2025 at 14:26 GMT by The Financial Express

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Amazon India Partners with Fitpass to Launch a New Fitness‑Services Platform

In a strategic move that marks its first foray into the services arena, Amazon India has announced a partnership with Fitpass, a Bengaluru‑based fitness‑tech startup, to launch a subscription‑based fitness platform. The announcement, made at a virtual launch event, signals Amazon’s intent to tap into the rapidly expanding health‑and‑fitness market in India and to diversify its ecosystem beyond e‑commerce and entertainment.

What is Fitpass?

Fitpass is a freemium platform that connects users with over 5,000 fitness studios, personal trainers, and yoga studios across India. Through its app, customers can book live‑class sessions, purchase equipment, and access a library of on‑demand workouts. Since its launch in 2022, Fitpass has carved out a niche by offering a flexible, app‑centric experience that caters to both beginners and seasoned athletes.

The partnership with Amazon aims to give Fitpass a broader audience by leveraging Amazon’s massive user base and advanced data‑analytics capabilities. In turn, Amazon will add a new services vertical—fitness—to its portfolio, reinforcing its “everything platform” narrative.

How the Partnership Works

Amazon Pay Integration
One of the key features of the new platform is the integration of Amazon Pay as the primary payment method. Users can subscribe to Fitpass plans through Amazon Pay, taking advantage of seamless one‑click checkout and the ability to apply Amazon Pay credit or EMI options. The integration also opens the door for Amazon’s “Amazon Wallet” to provide additional payment flexibility.

Prime Benefits
Amazon has hinted that Prime members could receive a discount on Fitpass subscriptions. While the exact discount percentage has not yet been disclosed, the move would align with Amazon’s history of bundling services to enhance the value proposition of its Prime membership.

Personalized Recommendations
Using Amazon’s data‑science capabilities, the Fitpass app will deliver personalized workout plans and studio recommendations based on a user’s purchase history, location, and fitness goals. This cross‑product synergy could drive higher engagement for both Amazon and Fitpass.

Content and Community
The platform will also feature a streaming hub that hosts live and on‑demand workout videos, fitness challenges, and nutrition tips. These videos will be available on Amazon’s own devices such as Fire TV and Echo Show, giving users a “smart‑home” workout experience.

Market Context

India’s fitness‑tech market is booming. According to a report by Grand View Research, the segment is expected to reach USD 10.5 billion by 2030, driven by rising health consciousness, the impact of the COVID‑19 pandemic, and the proliferation of smartphones. Competing players like Cult.fit, Fitternity, and 8fit are vying for market share, but none have the distribution network that Amazon brings.

Fitpass, with its 1.2 million users, has been a fast‑growing platform in the niche of boutique studios. However, its user growth has plateaued in recent months. By aligning with Amazon, Fitpass gains access to millions of new potential customers and the brand credibility that Amazon commands.

Statements from Executives

In a joint statement, Fitpass’s CEO Anil Gupta said, “Partnering with Amazon gives us the scale and the tech‑edge we need to bring boutique‑class experiences to a national audience. The integration of Amazon Pay will make the booking process frictionless for our users.”

Amazon’s spokesperson highlighted that “This collaboration is a natural extension of Amazon’s mission to help people live better lives. By offering a flexible, app‑driven fitness platform, we can help millions stay healthy and active.”

Future Roadmap

While the platform launches in India, Amazon has hinted at potential expansion into other markets such as the United Kingdom and the United States. Amazon’s leadership team has also expressed interest in exploring deeper integrations with other health‑tech startups that align with its sustainability and wellness initiatives.

The partnership will roll out in phases:

1. Pilot Launch – A limited rollout in three metro cities (Mumbai, Bangalore, and Delhi) to fine‑tune the user experience.
2. Full Launch – Availability across all 28 states, with additional features like a “Fitpass Rewards” program tied to Amazon’s loyalty points.
3. Long‑Term Integration – Potential bundling with Amazon Prime Video for exclusive fitness content, and integration with Alexa for voice‑controlled workout sessions.

Potential Challenges

While the partnership is poised for success, it faces several hurdles. Data privacy concerns around integrating Fitpass user data with Amazon’s ecosystem could arise, and regulatory scrutiny on the use of Amazon Pay for fitness subscriptions may become a topic of discussion. Additionally, competition from established fitness app giants will require Fitpass to differentiate its offerings through unique studio partnerships and community features.

Bottom Line

Amazon India’s collaboration with Fitpass marks a significant pivot into the services domain, offering consumers a new, integrated way to stay fit while leveraging Amazon’s robust payment and recommendation engines. With the fitness‑tech market’s projected growth and the increasing consumer appetite for at‑home workouts, the partnership could create a powerful synergy that benefits both Amazon and Fitpass. Whether Amazon will be able to sustain a competitive edge in this nascent yet crowded space remains to be seen, but the strategic alignment underscores the company’s long‑term vision of becoming a one‑stop platform for all aspects of daily life.