New Delhi/Ahmedabad — FITPASS, India’s largest app-based corporate wellbeing and fitness access platform, has appointed Optiblack as its analytics partner to architect and implement a unified martech stack that accelerates performance marketing, personalisation, and revenue analytics across channels. The collaboration aims to unify data across FITPASS’ nationwide network and digital touchpoints, enabling sharper segmentation, lifecycle automation, and ROI visibility from acquisition to retention.
Founded in 2015 by siblings Akshay and Arushi Verma, FITPASS has digitised the fitness ecosystem by connecting users to 8,100+ partner gyms and studios across 75+ cities, while expanding into corporate wellbeing with AI-driven assessments, personalised plans, and engagement programs for enterprises. With a strong emphasis on performance marketing and targeted user acquisition, FITPASS continues to scale reach and impact through data-led growth initiatives.
Under the partnership, Optiblack will design and integrate FITPASS’ martech foundation—spanning product analytics, customer data infrastructure, marketing automation, experimentation, and attribution—so teams can measure impact, personalise journeys in real time, and speed up GTM cycles. Optiblack is a data and AI consulting firm focused on driving revenue from data through end-to-end data stack implementation and product growth programs for high-scale digital businesses.
“FITPASS has built a category-defining platform by making fitness affordable, accessible, and convenient; the next unlock is precision growth at scale,” said a spokesperson from Optiblack. “Our mandate is to deliver a reliable analytics backbone and marketing automation stack so FITPASS can run performance marketing with clarity on payback, power AI-led personalisation, and convert insights into outcomes rapidly across web, app, and corporate channels.”
As India’s full-stack corporate wellbeing and engagement platform, FITPASS offers AI-driven health assessments, customised wellness plans, nutritionist services, unlimited doctor consultations, team challenges, and on-site interventions, serving enterprises seeking preventive, measurable wellbeing outcomes. The brand’s mission to democratise fitness—“Your Fitness Your Way”—has been backed by technology innovation and partnerships with government, insurers, banks, and corporates to integrate wellness into benefits and policies.
“With an expanding user base and a robust presence in 75+ cities, we are investing in a unified martech and analytics layer to enhance personalisation, optimise performance marketing spends, and improve enterprise reporting,” said a FITPASS representative. “Optiblack’s data-first approach and track record in building scalable analytics stacks align with our growth priorities in consumer and corporate segments.”
Key focus areas of the engagement:
Single source of truth for customer, campaign, and product analytics with dependable governance and event taxonomy.
Multi-channel lifecycle automation for acquisition, onboarding, activation, and retention, with experimentation frameworks and cohort-based measurement.
Full-funnel marketing attribution and LTV modeling to improve payback periods and scale efficient growth.
Enablement for product, marketing, and enterprise teams with self-serve dashboards and insight workflows.
FITPASS continues to lead in making fitness and wellness universal, engaging, and measurable for individuals and enterprises, while Optiblack brings the execution muscle to operationalise data-led growth at scale. The joint initiative reinforces FITPASS’ vision of accessible, AI-powered wellness and positions its marketing and product teams to move faster with clarity and control.
About FITPASS
FITPASS is India’s largest app-based, full-stack corporate wellbeing and fitness access platform, offering one membership for everything fitness and access to 8,100+ partner gyms and centres across 75+ cities, with AI-driven assessments, personalised wellness, and enterprise engagement programs; founded in 2015 and headquartered in New Delhi.
About Optiblack
Optiblack is a data and AI consulting firm that helps businesses drive revenue from data by implementing modern data stacks, analytics, and automation programs, led by product growth expert Vishal Rewari, delivering impact across SaaS and consumer businesses.