Fitness gets a filmy boost

A host of celebs have taken it upon themselves to motivate people into getting healthier

By Author  |  Published: 14th May 2019  10:40 pm
High stakes

These days, those uber chic gym looks and drool-worthy workout videos apart, a slew of Bollywood stars have stepped up the business of health and fitness by either investing in it or endorsing it, giving the youth a kick and a push to work towards a ‘Swasth Bharat’.

Salman Khan, Hrithik Roshan, Tiger Shroff, Suniel Shetty, Shilpa Shetty Kundra, Bipasha Basu, Malaika Arora, Milind Soman and Mandira Bedi are some actors who have taken it upon themselves to motivate people to take a plunge into maintaining a healthy lifestyle. For instance, Cure.fit collaborated with Hrithik and Tiger for their passion towards fitness.

“We consider our celebrities to be our evangelists. Hrithik, Tiger and our team together have designed, developed and customised the workout modules of HRX and PROWL respectively. The idea of developing these workout is to ensure access to our customers to experience the high, intense and effective workouts of respective celebrities closer to the comfort of their home,” says Ankit Nagori, co-founder of Cure.fit.

While the HRX workout is a strength and conditioning program which has a combination of various movement modules, the Prowl workout is a unique mix of combat, dance and functional fitness done to foot-tapping music.

Nagori said having a celebrity on board helps in crafting larger visibility and reach.
“Seeing your favourite celebrity work out and following the same workout routine helps motive people set and achieve their fitness goals,” he explained.

That is also the idea behind Suniel’s investment in ‘Squats’, an online fitness community.
“Even at 58, Suniel is fitter than most people in their mid-20s. This coming together of mutual synergies is testament to the strength of the our result-oriented approach to fitness,” adds Jitendra Chouksey, founder, Squats.

Malaika, a yoga enthusiast, had shared her excitement about investing in an Indian yoga and wellness start-up called ‘Sarva’. For Shilpa, the journey to promote fitness began a decade ago when she launched her yoga DVDs and following it up with a holistic wellness app called The Shilpa Shetty Application, offering target-based programs, yoga routines and diet plans for users.

High stakes

“I have always believed that wellness, physical and mental is not something we have to do as a chore, but a lifestyle one needs to imbibe… I realised a lot of people need help and direction/information and ask me how I do it. So, I decided to put all this into my app with my experience and the help of the best experts in the business to help you workout in the comfort of your home.”

Mandira, brand ambassador for Vivafit, a global chain of boutique gyms for women says, “Relatability is an important factor, and if you can put out something that people believe they can do as well, and that people think is achievable, that’s when whatever you’re trying to promote, will work,” Mandira said.