Exploring The FIT Company's Strategy to Work on the Potential of "Wellness" in Indonesia

A startup engaged in an active and healthy lifestyle, The FIT Company some time ago announced that it had acquired Slim Gourmet, Wellnez Indonesia, and FITCO. The company's actions are carried out in the context of ecosystem development wellness which they are building on the Indonesian market.

Regarding this, DailySocial spoke with CEO & Co-founder The FIT Company Jeff Budiman. According to him, in addition to the common vision, the three startups have ideal business and team performance to improve the pillars wellness which is being carried.

"We did this acquisition in full, meaning that it is not limited to taking over one entity, but also includes intellectual property, assets, and teams that have been built. It is hoped that this will create a more positive collaboration. These three startups will later be merged into one ecosystem under the auspices of The FIT Company," said Jeff.

Ecosystem wellness in Indonesia

Sector coverage wellness quite broad, generally consisting of matters related to a healthy lifestyle. The FIT Company trying to play in that sector with its business lines, including Kredoaum (sports equipment distributor), 20FIT (micro-gym), FITSTOP (lifestyle boutique gym), FIT Lokal (low-calorie food), FITmee (healthy instant noodles made from konyaku), Slim Gourmet (premium healthy catering), and FITmart (portal for health product providers). Everything will be integrated with each other through technological innovation.

Talking about the ecosystem in Indonesia, Jeff explained the level of sports penetration and fitness which is still relatively low, which is only 0,18%. Meanwhile, neighboring countries such as Singapore have reached 5,76%. Regardless, he remains optimistic about the potential wellness in Indonesia. Seen from the more fitness club and gym available in big cities, as well as the proliferation of healthy food outlets which are increasingly favored by the public.

"Until now, the challenges we have experienced in working on our potential wellness lies in the lifestyle that has long been rooted in most Indonesian people. Like walking less and sitting more than 8 hours a day. Likewise with the eating habits of Indonesian people who pay less attention to the nutritional intake they consume," explained Jeff.

Future business strategy

In 2019, the startup founded by Jeff Budiman and Prianka Bukit has a number of other important plans. Beginning of next August will be done rebranding the company's two main pillars, namely "move" and "eat".

“From the pillar move, we plan to combine 20FIT with FITSTOP. As for the pillars eat, we will combine Local FIT and Slim Gourmet. Merger of several brand We do this in order to provide a more diverse choice of services and make it easier for customers,” explained Jeff.

At the same time, later The FIT Company will also launch their application to the public. Named FITCO (short for FIT Company), this application will be a platform capable of providing ecosystem-based services wellness that we have.

“For now, our services are still concentrated in big cities with high density, such as the Greater Jakarta area. But in the future, we hope that our services can be enjoyed in all regions in Indonesia," continued Jeff.

Further fundraising is also an agenda that is being finalized to accelerate business. Regarding this, Jeff said, “With big plans and goals that we want to achieve, of course fundraising to be one of the important steps that we are still doing. Currently, we are in the discussion stage with several parties who share the same vision that we bring to The FIT Company.”