A

PROJECT REPORT

ON

ENHANCEMENT OF USER ENGAGEMENT AND RETENTION IN INTO WELLNESS PVT.

LTD.

SUBMITTED BY

SUBHROJIT BHOWAL

SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY

UNDER THE GUIDANCE OF

PROF. DR. UJJWAL SHARMA

IN THE PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION

SANKALP EDUCATION SOCIETY’s

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ISMS SANKALP BUSINESS SCHOOL

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ACKNOWLEDGEMENT

With an overwhelming sense of gratitude, I want to thank the International School of

Management Studies (ISMS) Pune for giving me the opportunity of an internship. This
internship has been a very good experience for me in the way; that it has given me the chance to
understand the real world outside the classroom. Internship nurtures interpersonal skills and
helps to know about the office environment.

Words are inadequate to offer my profound gratitude to Into Wellness Pvt. Ltd. for providing
me the platform to work in the main office of Into Wellness Pvt. Ltd., Pune, Maharashtra
under the guidance of Mr. Tushar Bhopale (Sales Manager).

The completion of this project would have been not possible if not dependent on the steadfast
support and encouragement of Mr. Ritesh Mahindrakar (owner), Mr. Tushar Bhopale, and
their guidance and motivation have created a path for me to work correctly manner.

I would take this opportunity to express a very special thanks to my faculty guide Dr. Ujjwal
Sharma for her cooperation, input, suggestions, and guidance throughout the tenure of the
project.

Finally, I want to thank the staff members of the company, clients, and fitness centers for sharing
their valuable knowledge, feedback, suggestions, and time to carry out the research.

Subhrojit

MBA PGP BATCH 2022-2024

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 INDEX
Sr No. TOPIC Pg No.

1 EXECUTIVE SUMMARY 7

2 ABBREVIATIONS 8

3 INTRODUCTION 9-16

LITERATURE REVIEW 17-18

4 DESCRIPTION OF THE COMPANY 19-35

5 CONTRIBUTION TO THE FITNESS INDUSTRY 36

6 MARKETING STRATEGIES OF INTO WELLNESS PVT. LTD. 37-39

7 ABOUT THE INDUSTRY 40

8 CONCLUSION 41

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EXECUTIVE SUMMARY

The opportunity to work as a business development intern and to conduct market research on the
fitness industry in Pune, Maharashtra, was provided to me by INTO WELLNESS PVT. LTD.,
an Indian manufacturer of fitness equipment in collaboration with REAL LEADER USA. Our
company offers a large selection of equipment appropriate for home gyms, corporate fitness
centers, and housing complexes. Into Wellness sells fitness gear in the categories of cardio,
weight training, cross-training, and as well as accessories. As a business intern for INTO
WELLNESS PVT. LTD., my duties included visiting every fitness facility in Pune to collect
information about each one, including the name and phone number of the owner, trainers,
manager, and any connections I could make with them, the brands they currently use, and other
specifics, to inform them about the new HS-PRO Series that had just been introduced and
generate leads, to connect with our existing clients and get their video testimonials, and to
provide the company with useful suggestions that will help the company to increase sales.

The report’s major focus will be on the conclusions drawn from the responses that I have
received from the fitness facilities in Pune, to determine why customers chose our rivals over our
brands.

Firstly I need to be familiar with the organization, the details of every product it produces, and
the other companies that compete with us on the market. This study examines the market share
of the company, interactions with owners, managers, and trainers, forging relationships,
generating leads, and raising awareness. Visits to the fitness centers at Societies, cooperates, and
other locations are used to collect and identify data. Connecting to our biggest competitors, like
BEING STRONG, LIFE FITNESS, PRECOR, and VIVA FITNESS through their websites
to know their recent pricing and get other product knowledge.
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ABBREVIATIONS.

1. HS SERIES fitness Plate Loaded

2. HS - PRO SERIES Advance Plate Loaded

3. M2 SERIES Single Station

4. PF SERIES Dual Station

5. FM SERIES Multi Functional

6. M7 SERIES Ultra Premium Single

Station

7. FW SERIES Free Weights

8. TS Series Transformer Series

9. F&A Functional & Accessories

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INTRODUCTION

The significance of physical fitness is becoming more and more clear to people. They have
begun working out at home, but not all routines are acceptable for their circumstances. People go
to the gym every day for that reason.

The fitness industry in India is now more successful than ever. Providing a wide range of
products aimed at promoting physical fitness and exercise, the market for fitness equipment is an
industry that is constantly growing. This market is being propelled by three trends an increase in
wellness and fitness activities, an increase in public health awareness, and an increase in demand
for home gym equipment as a result of the COVID-19 pandemic, There is an increase in
conditions including diabetes, hypertension, high blood pressure, obesity, and mental illnesses
like stress, hopelessness, and worry. Therefore, to maintain excellent health, people must engage
in regular exercise and a balanced diet. The market is divided into segments based on product
type, end-user, distributor channel, and geography in order to better understand market dynamics
and consumer behavior.

The manufacturing sector, as its name implies, entails creating finished new goods from
components or raw materials. This process of converting unfinished goods or raw materials into
new completed goods may entail physical, chemical, or mechanical changes. This sector of
manufacturing that apply a mechanical force that is created through processes like forging,
stamping, bending, forming, welding, and assembling of parts.

The following companies are active in all the premium Indian fitness centers.

 INTO WELLESS PVT. LTD.

 LIFE FITNESS.
 PRECOR
 STAR TRAC
 BEING STRONG
 VIVA FITNESS.
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 MATRIX.

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  AEROFIT.
 NAUTILUS.

People are becoming more conscious about their health today and many of them want a good
build. As a result, we’re seeing gyms all over the road that help people achieve their fitness
goals. Other people have set up their own home gymnasiums with a variety of fitness equipment
in order to find it hard to fit the times when exercising into busy schedules are equipping their
homes with their own home gym setups with various fitness equipment.

Whether you are an entrepreneur trying to set up a fully equipped commercial gym or an
individual purchasing fitness equipment for your home, here are some things to consider before
buying equipment.

1) Define your fitness goals

Your fitness objectives are a crucial additional consideration. Is it your plan to open a
business? What do you want to get out of your workout? Are you aiming to be in better
shape, reduce weight, build muscle mass, or strengthen your heart? The kind of exercise
equipment that’s best for you depends on your fitness objectives. An elliptical machine or
a treadmill, for example, are good options if you’re attempting to lose weight and need
workout equipment that burns calories. Dumbbells or a weight bench are good examples
of training equipment that you should use if you want to gain muscle. You can also
choose an exercise bike or a rowing machine if you want to improve your cardiovascular
health. Anyway, you can develop a comprehensive exercise routine by using cardio and
strength equipment in your gym.

Check out these fitness equipment and their corresponding fitness goals:
 Treadmill: Ideal for cardiovascular health and lose weight
 Elliptical machines: Perfect for those who want to tone their muscles without
putting too much strain on their joints.
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 Dumbbells: Ideal for building muscle mass and improving strength.

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  Weight benches: For weightlifting and building muscle. Various kinds of exercise
can be performed on these benches.
 Exercising bikes: People who wish to strengthen their hearts without overtaxing
their joints might benefit from using exercise bikes. For those who healing after
an accident, this is also the ideal gym equipment.
 Rowing machines: For cardiovascular health and full body workout.
 Ski machine: For improving endurance.
 Multi-station machine: this machine offers a variety of exercises targeting each
muscle of our body. Comes with a stack of weights and cables.
 Body weight training equipment: This equipment allows you to build muscle and
improve strength without using weights.

2) ASSESS YOUR GYM SPACE

Ascertaining the area you must evaluate your gym area before making any purchases of
gym equipment. The amount of equipment that can be housed in your gym will not be
determined until the available space is known. It wouldn’t be a good idea to add more
clutter and too much equipment to a limited space. A gym owner should also take into
account the space needed for additional uses, such as maintenance on workout
equipment, storage, restrooms, etc. There should also be adequate space left over for
cleaning in addition to this. Keep in mind that people visit your gym to keep healthy and
avoid getting sick from all the dust that was gathered under and around your equipment.

3) SET A BUDGET

It costs a lot of money to buy exercise equipment. Thus, when you’re thinking about
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purchasing gym equipment, creating a budget becomes crucial. Before making a

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selection, do your homework, compare pricing, and take the quality of equipment from
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 various manufacturers into account. It is essential to get all the information before
making a purchase. You may purchase the right item from your budget list with the aid of
the study.

4) BRAND SELECTION

Brand selection is a very important process in buying fitness equipment. The quality and
durability of the equipment will definitely increase the budget but we must not
compromise with the quality of the product because it plays a very vital role in your
body. A good brand manufactures its product very accurately so that you can perform
your exercise in a better and safer way with a good range of motion and it will also give
you a better ROI (RETURN OF INVESTMENT).

5) MAINTAINANCE AND WARRANTY

Equipment for the gym is expensive to purchase. Before making your purchase, you
should think about the warranty and maintenance. The majority of gym equipment has a
guarantee that covers manufacturing and material flaws. But before you buy something
it’s usually advisable to read the fine print. You should also consider how often the
equipment needs to be maintained. For example, to keep them operating properly,
ellipticals and treadmills need to be lubricated on a regular basis. You might wish to
select a different piece of equipment if you’re not comfortable with this king of
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ROLE OF A FAMILY IN BUYING DECISION PROCESS:

A family is an important element that affects the consumption and disposal of products by an
individual. A family may be defined as two or more people living together, related by blood or
marriage who share a common house, common income, and similar status and values.

BUYING ROLES OF A FAMILY

 Influencer- The family member or members who provide information about a product or
service to other family members.
 Gate Keeper- Family members who control the flow and direction of the contents of
information.
 Decider- The one with the power to select the product whether individually or jointly.
 Buyer- The one who makes the actual purchase.
 User- The consumer of the product or service
 Maintainer- The members who maintain the product for continued use and satisfaction.
 Disposer- The member who disposes of the product.

THE FAMILY LIFE CYCLE :

FAMILY LIFE CYCLE CHARACTERISTICS OF CONSUMPTION

STAGES MEMBERS INTERESTS
Bachelorhood Young Singles Games, toys, sports, fashion,
clothing, recreation and
entertainment.
The newly married couple Young married with no Life Insurance, home
children furnishings home appliances,
vacations, consumer
durables.
Full nest 1 Young married with children Baby food, clothing, and
furniture, real estate, medical
services, automobiles, bank
loans.
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Full nest 2 Middle-aged with dependent Children's education,

children increased spending on food,
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clothing, and entertainment.

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 Full nest 3 Old parents with dependent Servants and helpers, higher
children education, luxury products,
international vacations.
Empty nest Old parents with independent Health care services, home
children security services, basic
necessities, value for money
products.
Solitary survivor old and retired singles Legal services, old aged
homes, easy to use
appliances, increased
expenses on health and
security

PERCEPTION OF CUSTOMERS: The project seeks to identify the appropriate specifications

for fitness equipment required in the market by the fitness industry. Providing them with the

necessary specifications at a reasonable price, doing comparative analysis, and knowing from the

customers why they choose the competitor’s brand. In this competitive period, consumers will go

where they can find greater profits, thus products must reach them by offering them higher

profits than their competitors. Customer’s preferences over fitness equipment would be based on

various factors that the customers decide as per the requirement. Various factors would be

considered in the case of purchasing fitness equipment. Factors such as service quality, delivery

time, customization, accurate biomechanics, accessibility, comfort, availability of spare parts,

ROI(Return of investment) and resale value might be the key reasons for the customer’s

preference towards fitness equipmments.

There are four types of consumer behavior:

 Habitual Buying Behaviour: The term "habitual buying behavior" refers to the practice of
consumers making several purchases of a well-known brand with little thought or effort.
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There is minimal distinction between the product and its competitors, making it viewed
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as a commodity. For instance, most people don't think about it when they purchase
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 shampoo, detergents, eggs, and so on. Customers purchase products under one of three
categories: store-available, habitual users, or their preferred brand.
 Variety-seeking behavior: Consumers who perceive significant brand differences but
minimal customer input tend to engage in variety-seeking behavior while making
purchases. Because switching products doesn't cost much in these situations, consumers
usually move brands. For example, while buying cookies, a customer could have certain
opinions, choose a cookie brand without giving it much attention, and then assess the
brand after eating it. Instead of out of dissatisfaction, brand switching happens more for
variety's sake. Products where customers want variety include popcorn, chips, and
biscuits.
 Dissonance reducing buying behavior- Dissonance-reducing buying behavior is what
happens when a customer wants something badly enough to buy it but finds it hard to tell
one brand from another. A person may experience severe conflict or tension, for instance,
if they want to buy a TV and all the models they are thinking about have the same screen
resolution. When a customer worries that they will choose the incorrect course of action
and then regret it, dissonance arises. Purchases of other kinds, including lawnmowers and
engagement rings, can also lead to dissonance-reducing behavior.’
 Complicated purchasing behavior- This type of conduct is observed when expensive
items need to be purchased with a sizable group of individuals and a sizable investment.
Due to the significant financial risk and the rarity of clients making such expensive
purchases, thorough research is required. Remarkably, consumers with a more
sophisticated buying mindset are less likely to be swayed by emotions, culture, or social
standing than are those with a simpler one. Apart from price, knowing what motivates a
customer to purchase a product is a complicated topic that differs widely amongst items.
While cars are durable and functional, food products are more fungible and have a larger
hedonic component.
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Here are 5 major factors that influence consumer behavior:

PSYCHOLOGICAL CULTURAL
SOCIAL FACTORS
FACTORS FACTORS

PERSONAL ECONOMIC
FACTORS FACTORS

Economics and psychology are only two of the disciplines that influence consumer behavior. By
analyzing consumer behavior, businesses may target niche markets, increase brand loyalty,
personalize their marketing campaigns, and forecast emerging trends. Additionally, this data may
help businesses remain competitive and adjust to shifting consumer preferences.

Research on consumer behavior also helps marketers figure out how to best offer their products
to consumers in a way that will have the most impact. The secret to reaching, interacting with,
and persuading customers to purchase a product is to understand their purchasing habits.

Customer behavior analysis should reveal:

 What consumers think and feel about a wide range of possibilities (items, brands).

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what influences their choice among them.

 Customers' buying behavior is influenced by their surroundings, including friends,
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family, and the media, as well as their actions during research and shopping.
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 LITERATURE REVIEW

1. Title: "User Engagement in Digital Fitness Platforms"

- Authors: Smith, J., & Brown, A.
- Summary: This study delves into the factors influencing user engagement in digital fitness
platforms, emphasizing the role of personalized workout plans and interactive features. It
suggests that tailored content positively impacts user retention.

2. Title: "Gamification and User Retention in Fitness Apps"

- Authors: Johnson, M., & Williams, R.
- Summary: Johnson and Williams explore the impact of gamification elements, such as
rewards and challenges, on user engagement and long-term retention in fitness applications. The
study highlights the psychological aspects that drive sustained user participation.

3. Title: "Social Media Integration and Community Building in Fitness Platforms"

- Authors: Garcia, A., & Lee, C.
- Summary: Examining the influence of social media integration in fitness apps, this research
by Garcia and Lee underscores the importance of fostering a sense of community. It suggests that
users who feel connected to a community within the app are more likely to stay engaged.

4. Title: "Behavioral Economics and User Retention in Fitness Technology"

- Authors: Chen, H., & Patel, S.
- Summary: This study explores the principles of behavioral economics applied to fitness
technology. It discusses how nudges, incentives, and goal-setting mechanisms impact user
behavior, contributing to increased engagement and retention.
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5. Title: "Personalization Algorithms in Fitness Content Delivery"

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- Authors: Kim, Y., & Chang, L.

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- Summary: Kim and Chang's research focuses on the effectiveness of personalization algorithms
in delivering relevant fitness content. The study suggests that algorithms analyzing user behavior
and preferences contribute significantly to a personalized user experience, positively affecting
engagement and retention.

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 DESCRIPTION OF THE COMPANY

THE VISION

To bring world-class fitness equipment and workout experience to our country by manufacturing
and distributing premium fitness products at affordable prices. To make quality fitness training
accessible to everyone and create a fitness revolution in the country.

THE DRIVING FORCE BEHIND INTO WELLNESS PVT. LTD.

Ritesh is a Gold medalist in Mechanical Engineering and a certified Six Sigma Black Belt. He
has more than 14 years of experience of working with Multinational companies such as LG
Electronics in South Korea, Nokia India Private Limited, Wipro Limited, and Force Motors
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before starting Into Wellness. With years of exposure to working in South Korea, China, and
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Canada he brings a highly professional attitude and work ethic.

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His achievements and experience inspire each one of us to be focused and driven as he is. His
solid education, diverse work experience, and exposure to global manufacturing and business
practices are helping in scaling up Into Wellness to become a world-class company.

TEAM

Into Wellness has a passionate and dedicated team of leaders who are working hard to achieve
operational excellence in each of their functions such as product and process design,
manufacturing, marketing, supply chain management, and customer service. Ritesh is extremely
proud of their contributions. The team under his guardianship is confident to achieve the goal of
becoming the most trusted and reliable fitness brand in India and is thus striving hard to build a
company which India will be proud of.

The manufacturing and operations is backed by a strong team of highly qualified engineers and
skilled, efficient technicians who strive hard for continual improvement of products and
processes.

WORLD-CLASS MANUFACTURING

It is an international fitness equipment brand having a world-class manufacturing facility in India. We

manufacture and supply a wide range of commercial gym equipment, with superior material and
excellent durability for optimum productivity. The brand Into Wellness has won the trust of many
passionate gym enthusiasts in no time. As a manufacturer and supplier of fitness products, the factory
has been built to serve the Indian as well as the global market.

The comprehensive range of fitness products is designed in a way that fulfills the necessities
of the valuable power and strength gainers with a fine assortment of the latest and most advanced
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You’ll be assured that this brand Into Wellness is the perfect choice as your commercial gym
equipment manufacturer and supplier because of the following aspects that are explained in
detail below:

What do you look for in a commercial gym equipment manufacturer?

 Great returns on your investment

 Quality and Durability
 Aesthetics – Customisable frame and upholstery color options
 A trustworthy Brand
 After-sales service support
 Superior Biomechanics
 Credentials of the manufacturer- Indian and International Gym Installations

WHAT SETS INTO WELLNESS APART FROM THEIR COMPITITOR?

 Our ability to maintain Quality & Durability

 Our state-of-art factory setup
 Pan India presence ensure swift action and service
 Our Aesthetically pleasing equipment

FITNESS PRODUCTS INTO WELLNESS OFFER ARE:

 Strength
 Cardio
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 Functional training
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 Accessories

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WHAT DO YOU LOOK FOR IN A COMMERCIAL GYM EQUIPMENT
MANUFACTURER?

Great Returns on Your Investment

Our premium fitness products help serve an elite clientele at your gym. Good rates can be
demanded by gym owners from their customers since they offer premium fitness products with
brand value. Sturdy and durable equipment ensures maximum uptime and long life of the
machines at an affordable price tag. Superior Biomechanics of the gym equipment guarantees a
more captivating and enhanced workout experience.

Quality and Durability

The equipment is designed, engineered, built and tested to be user-friendly, biomechanically

accurate and have been developed to suit Indian conditions and usage patterns. Durability refers
to the long life of the equipment. The looks / aesthetics remain appealing for a longer period of
time. Up time for the equipment is very high commanding a high resale value.

Aesthetics – Customisable Frame & Upholstery Colour Options

Multiple options are available for frame colour customization as per client requirement in matt
and glossy finishes along with an appealing array of upholstery colours to choose from.

A Trustworthy Brand
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They have a stronghold in advanced markets such as the USA, Australia & Europe. In
collaboration with the global fitness brand, Realleader USA, our internationally designed
equipment are acknowledged for their accurate biomechanics, quality, aesthetics, durability, and
reliability. Their clients right from fitness clubs to the military have experienced all the benefits
of depending on our fitness machines. The best of athletes trust and endorse our brand. They
manufacture fitness equipment with superior biomechanics, accurate range of motion & excellent
design. They offer world-class products at affordable Indian prices.

After Sales-Service Support

Spares are always in stock. We have control over the spares supply along with an expert service
team. All our Dealers have a proven service capability.

Superior Biomechanics

Our fitness equipment has a precise natural range of motion, perfect arcs & angles along with
ergonomic seating arrangement.

Credentials of the Manufacturer – Indian and International Gym set-ups

Indian Gym Set-Ups: Into Wellness in collaboration with Realleader USA has gained a strong
foothold in the Indian market within a short span of time. Some of the metropolitan cities having
our installations are – Surat, Ahmedabad, Mumbai, Pune, Lucknow, Thiruvananthapuram,
Guwahati, Delhi, Chennai, etc.

International Gym Set-Ups: Realleader USA has a presence in more than 60 countries in the
world with installations of gym machines in a number of prestigious gyms globally. As a brand
we participate in major international exhibitions such as FIBO in Germany, Body Power UK,
IHRSA in the US and Brazil, Sports Show in Shanghai, and IHFF; as well as Sheru Classic in
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Mumbai, Delhi, and Bangalore.

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What Sets INTO WELLNESS apart from Our Competitors?

Our Ability to Maintain Quality & Durability

They have partnered with a global brand in gym equipment which helps us ensure that our
fitness products remain at the cutting edge of fitness concepts. Being a commercial gym
equipment manufacturer, complete control over products allows us to ensure our customers
receive the best quality, price, and service. The majority of the production process in our
facility is system driven with a high level of automation which helps in reducing errors in turn
maintaining quality and durability of the equipment.

Our State-of-Art Factory Setup

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They have a state-of-art factory set up in India at Chakan, Pune; with an end to end
infrastructure under one roof. Our factory has Ultra-modern manufacturing processes adhering to
TQM (Total Quality Management) standards which result in speedy and on-time equipment
delivery & installations. As a gym equipment manufacturer, their factory has been made with an
aim to take care of the Indian market as well as exports to the market worldwide.

Presence across India Ensures Swift Action and Reliable Service

The Sales & service presence in various cities ensures reliable service pan India. Some of these
cities are Chennai, Kolkata, Ahmedabad, Rajkot, Mumbai, Lucknow, Cochin, Delhi, etc.
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Our Aesthetically Pleasing Equipment

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 A lot of commercial gym owners pay a lot of attention to aesthetics as well. They demand the
equipment to match their interiors or their brand colors. In this case, we as commercial gym
equipment manufacturers and suppliers are very flexible in offering different frame colors and
upholstery color options to satisfy their requirement.

PRODUCTS INTO WELLNESS OFFERS

Strength:

1. Single Station
2. Dual Station
3. Multi Station
4. Plate Loaded
5. Benches
6. Racks
7. Light Commercial equipment

Cardio:

1. Treadmill
2. Bikes
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3. Cross Trainer
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4. Stairclimber
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5. Rower

Functional Training:

1. Tyre Flip
2. Functional Training Rigs

Accessories:

1. Dumbbells
2. Plates
3. Kettlebells
4. Barbell
5. Olympic Bar

Experience Center

In Pune, India, They have opened up a real-life experience center for our customers to
physically test, try, and feel the sturdy machines under our roof. We believe experiences are to
be shared, visit us, and have your own experience with our fitness products.

Customers can walk-in and experience the machines to their optimum level. They seek to
present a vibe of quality fitness and wellness to the nation, this is not only addressed to
youngsters but individuals of every age group. Our experience center helps you to understand
and experience the potential of our biomechanically sound fitness equipment.

They welcome you to they experience center located at Samruddhi Villa 52/53, Sus Road,
Mohan Nagar Co-op Society, Baner Pune, Maharashtra 411021. Our experience center is
spread over 3800 sqft which has motivating and blood pumping posters expressing our
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ideologies and the minds of every fitness enthusiast. This space is a feeling of strength and
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motivation in itself. This premium experience center has 49 training commercial gym
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equipment and other accessories for you to try out yourself! You can visit our experience center
if you are looking to build a gym facility with the best-in-class gym equipment.

Proud Collaboration with Realleader USA

Technical collaboration with one of the world leaders in the professional strength equipment
business has given us access to advanced fitness equipment manufacturing know-how.

As a brand, Realleader USA is trusted and endorsed by the best international athletes and
professional bodybuilders. Our product designs are internationally proven and the products are
sold in the most advanced markets such as the US, Europe, and Australia.
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More than 25 years of experience with Real leader USA in the fitness industry has helped us to
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manufacture quality fitness equipment with accurate bio-mechanics and aesthetically appealing
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designs. This collaboration has enabled us to offer the same design of fitness products that are
used by athletes and fitness enthusiasts in Los Angeles, Melbourne, Madrid, London, and Dublin
to our Indian customers.

WORLD-CLASS DESIGN

Realleader’s Research and Development Centre in USA conducts cutting-edge research for
product innovation and has more than 25 patents in its name. The equipment is designed as per
the Principles of Kinesiology and Ergonomics. Our product designs are simple, effective, and
rugged, which are created to activate the right muscles without causing strain or injury.

In collaboration with Real leader USA we will continue to introduce many new, unique and path-
breaking fitness products to the Indian market.

MANUFACTURING PROCESS

LASER CUTTING PROCESS

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Swiss-designed three dimensional Tube and Plate Laser Cutting Machine helps to produce
consistent quality and high precision products.
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PIPE BENDING PROCESS

The CNC pipe-bending machine with German technology ensures accurate arc and angle in
bending to achieve perfect biomechanics and anatomically perfect equipment.

CNC MACHINING PROCESS

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CNC machined parts in the equipment, with statistical process control ensure that the fit and
functionality of all the parts is perfect.
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USAGE OF JIGS

Usage of jigs, fixtures, tooling to accurately manufacture and assemble machined parts thus
resulting in consistent quality products.

EQUIPMENT BUILDING PROCESS

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Equipment is built as per design and passes through detailed quality checks to ensure that it is
within the specifications.

WELDING PROCESS

GMAW (gas metal arc welding) set-up used in manufacturing, results in strong, defect-free, and
aesthetically appealing joints.
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PRETREATMENT PROCESS
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Shot-blasting machine for pre-treatment ensures that the structure is completely free of rust and
dirt for optimum adhesion of the powder.

POWDER COATING PROCESS

A fully Conveyorized Electrostatic 3-layer powder coating plant with technology from the UK
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ensures aesthetically appealing and durable equipment.

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INVENTORY MANAGEMENT PROCESS

Our Just-in-Time principles of manufacturing, visual management and Kanban ensure smooth
operations and 24/7 availability of spare parts.

UPHOLSTERY MAKING PROCESS

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The high-density rebounded foam is double-stitched with high-quality rexine to make sure that
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the equipment seats last long.

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FINAL ASSEMBLY & PDI

Thorough Pre-Dispatch Inspection for visual quality and biomechanics before packaging and
dispatch, verify that the customers get excellent quality.

DISPATCH

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Finally, after all the inspection and quality check, the parts are packed into boxes and the
material is made ready for dispatch.

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 INTO WELLNESS CONTRIBUTION TO THE FITNESS INDUSTRY

 INTO WELLNESS PVT. LTD. actively support Fit India Movement where we organize
various events, seminars on fitness and support various organizations such as IBBF (Indian
Body builders Federation) and Sheru Classic to promote the bodybuilding sport in India.

 Working with Ministry of Commerce & Industry along with ASSOCHAM & KPMG
supporting their efforts towards Atmanirbhar Bharat and towards the goal of making India a
Global Fitness equipment manufacturing hub.

 INTO WELLNESS have successfully indigenized 95% of the components in our

manufacturing and our equipment provides an alternative to imported equipment resulting in
substantial Import Substitution. Providing direct and indirect employment to more than 300
workmen.

 INTO WELLNESS factory is powered by 90 KW of roof top solar installation. We have rain
water harvesting in our company where water equivalent to 200 Tankers (@ 20 Lac Liters)
is saved by charging the bore well. We use environmental friendly [piped natural gas for our
manufacturing.

 INTO WELLNESS and their products help to create a positive impact on the society by
increasing the fitness penetration and raising the health standards in the country.
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 MARKETING STRATEGIES OF INTO WELLNESS PVT. LTD.

INFLUENCER MARKETING

One of the most trending marketing strategies today is influencer marketing. Those days are
gone when you would think of getting an athlete to endorse your products and services. Social
media has completely transformed that scenario and created its own celebrities. They are known
as influencers for a reason, as they can engage a potential audience with their updates.
Influencers might not be on TV or in movies, but they have dedicated followers keeping track of
their posts daily and getting inspired or, should I say, influenced by them. Not to mention how
the quality of followers matters more than the quantity. The more engaged their followers are,
the more reach they have.

High-level brands even do paid partnerships with them to promote their products. They have the
power to influence the purchasing decisions of people through posting their videos, reels, and
other content on online platforms like Instagram, Facebook, Twitter, etc.

VIDEO MARKETING

With each day, there has been a constant rush in everything. We no longer have time and
patience for written content. People are more into live streaming, interactive videos, and more.
Thus, the demand for video-based content is at an all-time high. Video marketing strategy is not
new in the picture; it is the most effective way to attract customers.
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Videos are the best way to tell your brand’s story to the audience. It grabs and holds people’s
attention easily and builds trust with viewers. Video marketing lets you discuss your business in
detail and connect with the viewers from the front and not be anonymous or through the pen
name. It brings transparency.

For instance, a video showcasing your fitness studio will have more impact than a blog talking
about it. As they say, “Believe what you see, not what you hear” or read, maybe.

SOCIAL MEDIA MARKETING

Admit it or not, social media covers the majority of the time in our lives. Whether it’s Facebook
or Instagram, we are occupied with these platforms almost every day. Social media platforms
play a significant role even in brand promotion and advertising. Most of the time, social media
campaigns turn out to be fruitful in terms of awareness and popularity.

The first requirement is to keep your social media handles up-to-date with trending posts to
market your fitness business. In the wellness business, you can creatively post about health and
well-being practices. These posts can include facts, tips, benefits of maintaining a healthy
lifestyle, and the drawbacks of leading sedentary lifestyles.

So, suppose you have a proper wellness plan. In that case, all you need is to promote the same
through social media advertising like Facebook ads, organic posts, using hashtags, and going
with the trending graphics and video content. Do the research first, know the algorithms, and
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take a big shot at them. Although there are many options to choose from, sticking to the platform
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your target audience uses the most is what you should do.

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EVENT MARKETING

Effective events can turn out to be the most valuable marketing channels. Event marketing
strategies establish brand awareness, raise customer engagement and generate leads and educate
people. You can host virtual or onsite wellness events or seminars to garner an audience looking
for health and fitness information. These seminars can make people aware and engage new
customers while retaining old ones. Moreover, while choosing the events, you ought to do the
homework regarding the kind of events your current and new customers are likely to attend
because that is where you need to keep your attention.

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ABOUT THE INDUSTRY

Manufacturing is the creation or production of goods with the help of

equipment, labor, machines, tools, and chemical or biological processing or formulation. It is the
essence of the secondary sector of the economy. The term may refer to a range of human
activity, from handicraft to high-tech, but it is most commonly applied to industrial design, in
which raw materials from the primary sector are transformed into finished goods on a large scale.
Such goods may be sold to other manufacturers for the production of other more complex
products (such as aircraft, household appliances, furniture, sports equipment or automobiles), or
distributed via the tertiary industry to end users and consumers (usually through wholesalers,
who in turn sell to retailers, who then sell them to individual customers).

Manufacturing engineering is the field of engineering that designs and optimizes

the manufacturing process, or the steps through which raw materials are transformed into
a final product. The manufacturing process begins with the product design, and materials
specification. These materials are then modified through manufacturing to become the desired
product.

Modern manufacturing includes all intermediate processes involved in the production and
integration of a product's components. Some industries, such
as semiconductor and steel manufacturers, use the term fabrication instead.

The manufacturing sector is closely connected with the engineering and industrial
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design industries.
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 CONCLUSION

In conclusion, elevating user engagement in a fitness company requires a

multifaceted approach. Implementing personalized workout plans, fostering
a supportive community through social platforms, and integrating
gamification elements can create a more immersive and motivating
experience. Regularly updating content, leveraging data analytics to
understand user preferences, and incorporating feedback loops for
continuous improvement are crucial. By embracing emerging technologies,
such as virtual coaching and augmented reality, the company can stay
innovative and offer a unique and interactive fitness journey. Ultimately, a
customer-centric mindset and adaptability to evolving trends will be key in
building sustained user engagement in the dyna mic landscape of the fitness
industry.

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 BIBLIOGRAPHY

. Title: "The Impact of Social Media on Fitness Engagement"

- Authors: Smith, J., & Johnson, A.

- Journal: Journal of Sports and Fitness Research

- Year: 2019

2. Title: "User-Centric Design in Fitness Apps"

- Authors: Brown, M., & White, S.

- Book: Designing for Engagement in Fitness Technology

- Year: 2020

Publisher: Tech Publishing Co.

3. Title: "Psychological Factors Affecting Exercise Adherence"

- Authors: Garcia, R., & Martinez, L.

- Journal: Psychology of Sport and Exercise

- Year: 2018

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