Client Problem and Context
Cult.fit, India’s first fitness unicorn valued at $1.5 billion, experienced rapid growth since its founding in 2016. With over 600+ fitness centers and 5 million active app users by 2025, Cult.fit aimed to deliver a seamless wellness experience across fitness, nutrition, and mental well-being. However, managing customer interactions at this scale proved increasingly difficult.
Key challenges included
Cult.fit, India’s first fitness unicorn valued at $1.5 billion, experienced rapid growth since its founding in 2016. With over 600+ fitness centers and 5 million active app users by 2025, Cult.fit aimed to deliver a seamless wellness experience across fitness, nutrition, and mental well-being. However, managing customer interactions at this scale proved increasingly difficult.
- High attrition and training costs: Constant hiring and onboarding of support agents drained resources.
- Long turnaround times (TAT): Customer queries often faced delays, affecting user satisfaction.
- Fragmented support systems: Data was scattered across multiple sources—structured and unstructured—making customer context difficult to consolidate.
- Fragmented support systems: Data was scattered across multiple sources—structured and unstructured—making customer context difficult to consolidate.
- Scalability issues: The traditional, human-led approach couldn’t keep up with rapid user base expansion.
As highlighted by the CTO of Cult.fit:
‘As we kept growing, the volume of queries just exploded … That's when GPT-4 rolled out, and we thought, why not see if AI can actually make a difference?”
Santhosh Kumar, Chief Technology & Product Officer, Cult.fit
Our Custom AI Solution
To address these challenges, Cult.fit partnered with Nurix AI to implement an AI-powered customer support assistant. The solution automated routine support interactions, improved resolution accuracy, and allowed for real-time support with personalized context.
The AI system provided:
- Automated Resolution of FAQs: Instant responses to common questions, freeing up human agents.
- AI-Powered Intent Recognition: Leveraging GPT-4 and large language models to understand customer intent with high accuracy.
- Retrieval-Augmented Generation (RAG): Context-aware, personalized responses using integrated customer data.
- Human-in-the-Loop Escalation: AI independently handled 80% of cases, escalating complex issues to human agents only.
- Unified CRM Integration: Real-time access to subscription status, workout history, and support logs enhanced customer context.
Impact
90%Reduction in Turnaround Time (TAT)
90%Accuracy in Query Resolution
50%Reduction in Cost per Interaction
10%Increase in Customer Satisfaction (C-SAT)
80%Queries handled autonomously by AI
Conclusion
With Nurix AI, Cult.fit revolutionized its customer experience by making support faster, smarter, and more scalable. This transformation empowered Cult.fit users to focus on their health and wellness—without the fatigue of long support queues or unresolved queries.
Highlights include:
- Improved turnaround time and resolution accuracy
- Reduced support costs and manual workload
- Enhanced customer satisfaction and retention
“What really made this work was having Nurix as a partner, not just a provider. They ensured that their AI solution seamlessly fit into our customer support framework, making a real impact on efficiency and user satisfaction.”
Santhosh Kumar, CTO, Cult.fit
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