WAULT, a new access and activation platform for India’s sports and active-lifestyle ecosystem, has launched to help brands reach audiences through a network of more than 2,000 sports and fitness facilities across the country. The platform was founded by Amit Relan and Smita Jadhav, who also co-founded the experiential marketing company WOOT Factor.
A single route into a fragmented market
India’s fitness and active-lifestyle economy is growing quickly, but reaching people in these spaces has been hard for brands, which often have to deal separately with individual venue operators in different cities and formats. WAULT aims to bring this inventory together into one organised framework, so that a brand can build a consistent presence across many venues and cities through a single partnership.
Rather than acting only as an advertising channel, the platform builds campaigns around specific goals, from awareness and product trials to community building, lead generation, consumer engagement and sponsorships.
From padel courts to Pilates studios
The network spans established and emerging formats, including football, cricket, tennis, gyms, Pilates, yoga, padel and pickleball. It covers metros such as Mumbai, Delhi and Bengaluru, as well as cities including Ahmedabad, Nagpur, Goa and Pune, and WAULT plans to keep adding venues across the country.
In the founder’s words
“One of the most interesting aspects of India’s fitness economy is the gap between its potential and its current level of participation,” says Amit Relan, Co-founder of WAULT and WOOT Factor. “As participation expands across gyms, boutique studios and emerging sports formats, the commercial opportunity will increasingly depend on how effectively the wider ecosystem connects brands, venues and consumers. We believe this is where a more organised approach to the sector can create value for all three.”
Disclaimer: The images used in this article have been provided to The Daily Brunch by WAULT.
