The Fit Busines

The Fit Company sees opportunities in the growing health and wellness sector in Indonesia.

- Ulisari Eslita

The wellness industry is on the rise, fueled by the growing trend for healthy lifestyles and awareness about health. According to the Global Wellness Institute, the global health and wellness industry is now worth $4.2 trillion, growing by 12.8% between 2015 and 2017, representing 5.3% of the global economic output. This industry encompasses all activities that promote physical and mental well-being: yoga, healthy living, personal care and beauty, nutrition and weight-loss, meditation, spa retreats, workplace wellness and wellness tourism. Indonesia has followed this trend as reflected in the growing number of wellness centers like gyms and yoga studios in big cities, as well as sports events.

Looking at these opportunities, The Fit Company strives to serve the growing market by combining a holistic approach with technology. The Fit Company brands itself as a startup that focuses on holistic healthy living, which aims to help customers’ physical, mental, social and spiritual wellness, and links all its services on a mobile application called Fitco, which was launched recently. Currently, Fitco offers two main features, namely Move and Eats. Move is offering physical exercise classes, while Eats is a selection of healthy foods that customers can order two days before. “We have a bigger purpose through The Fit Company: impacting other people’s lives by encouraging more people to do exercise,” says JeffBudiman, The Fit Company CEO.

The company started back in 2014 with five cofounders: singer Bambang “Bams” Reguna Bukit, singer Andien Aisyah, JeffBudiman, Irfan Wahyudi (Andien’s husband) and Prianka Bukit (Bams’ brother). The founders, who have a similar interest in sports and wellness, cofounded 20FIT microgym in 2014. The name 20FIT is derived from the concept that fitness can be attained within 20 minutes, with a more efficient and personalized training method for busy urbanites.