Indonesian health and fitness startup nabs funding from East Ventures

Indonesia-based The Fit Company, a startup that focuses on health and fitness products, has raised an undisclosed amount of seed funding from East Ventures.

The Fit Company currently has five units under its wing:

1. Kredoaum – an ecommerce site that sells fitness equipment
2. 20Fit – a fitness center that leverages electro muscle stimulation (EMS) technology. It uses Miha Bodytec, a german sports equipment brand, that stimulates muscles to make workouts more efficient
3. Fitstop – a chain of gyms
4. Fit Lokal – a healthy eating program that offers balanced and ketogenic meals. It also allows users to order food online
5. Fitmee – an instant noodle brand that uses processed shirataki fiber, a kind of plant from Japan, to lower calorie intake

(L-R) Willson Cuaca, Bambang Bukit, Jeff Budiman, Andien Aisyah, Priya Bukit, Christopher Tanuwidjaja.

The company said it will use the cash injection to hire senior management members. But more importantly, it will also be used to build a mobile application and website that will bring all their products under one platform, simplifying the user experience.

The journey began in 2014, when co-founders Jeff Budiman, Prianka Bukit, and Bambang Bukit founded Kredoaum and 20Fit to sell fitness machines. In 2017, they realized that their users also wanted help with their eating habits, prompting them to start Fit Lokal and Fitmee. Finally they expanded to gyms with Fitstop in 2018.

Realizing the need for a holistic fitness ecosystem, they decided to bring all their businesses under one roof.

“Currently, no one in the market addresses the issue of active lifestyle holistically,” says Budiman. “Its either they provide only training or only food, but never the whole pipeline.”

The startup is looking to include new features like a personal trainer booking service, an ecommerce portal for sports apparel, and a media site with sports news as well as training plans and workout videos.