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Smarter Support for a Seamless Wellness Experience
With support volumes surging across a 5 million+ user base, Cult.fit turned to Nurix AI to deploy an intelligent assistant that could deliver fast, context-rich responses while easing pressure on human teams.
About the company
Cult.fit is India’s first fitness unicorn and a leading wellness platform, offering a holistic suite of services across physical fitness, mental well-being, nutrition, and preventive health. Since its founding in 2016, the company has scaled rapidly, building a presence across 600+ centers and a robust digital ecosystem. By combining technology, content, and community, Cult.fit delivers a seamless wellness experience that empowers individuals to achieve long-term health goals, both online and offline.
The Challenge
As Cult.fit’s user base expanded, managing support across channels became increasingly difficult. Human-led support models couldn’t keep pace with the scale, resulting in rising costs and slower service.
Measurable Business Impact
The AI assistant helped Cult.fit streamline operations, reduce support overhead, and deliver faster, more consistent experiences across its growing wellness ecosystem.
90%
reduction in turnaround time (TAT)
Support became faster, more efficient, and always-on.
90%
accuracy in query resolution
AI matched and often exceeded agent-level performance.
50%
reduction in cost per interaction
Fewer manual tasks, lower training overhead.
10%
increase in C-SAT
Faster, personalized service drove better customer experience.
80%
of queries handled autonomously by AI
Freeing up agents to focus on complex or urgent cases.
The Core Technology Stack
AI Support Engineered for High-Volume Environments
Cult.fit partnered with Nurix AI to deploy a GPT-4 powered assistant, transforming the way customer support is delivered.
Key Differentiator
Scale up and down with Zero overhead, Zero retraining.
Partnering with Nurix AI enabled Cult.fit to modernize its customer experience with scalable, intelligent automation. What began as a response to rising query volumes evolved into a transformation that enhanced efficiency, reduced costs, and made support smarter, so that every Cult.fit user could focus more on their wellness journey, and less on waiting for help.