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Cricket is more than just a sport in India; it’s a cultural phenomenon that resonates with many, across every nook and corner of the country. Popularity and participation apart, a lot of money is also being pumped into the sport. 

According to ISPO, which hosts trade shows for the sports business, cricket accounted for 85% of India’s spending on sports in 2022. 

However, when it comes to world-class training facilities, especially indoor amenities, there seems to be a gap. 

Seeing an opportunity in this, Australian businessmen Deke Smith and Mark Sellar recently announced their venture ‘DRIVE FITT’ in the country. Bollywood actress Preity G Zinta and Indian cricketer Shubman Gill are co-founders and part of the founding shareholders at DRIVE FITT; they also hold significant equity in the company. 

Started with an initial investment of over $2 million by Sellar and Smith, DRIVE FITT is a 24/7 member-based gym facility that offers cricket training facilities integrated with gym amenities. It is targeted at aspiring cricketers, those who play cricket in the weekends, fitness enthusiasts, and anyone looking for fun ways to incorporate fitness into their lives. 

Smith and Sellar’s interest in India stems from the growing demand for high-quality fitness facilities and the country’s vast and young population, which presents a significant opportunity for impact in the fitness industry.  

“The lack of world-class indoor cricket training facilities and restriction of good quality facilities to just cricket academy participants, and not accessible to the general public or weekend cricketers, drove the foundation of the brand,” says Smith, CEO of DRIVE FITT, in an interaction with YourStory.

“We saw two significant trends in India: the booming fitness industry and the nation’s unparalleled passion for cricket. We saw an opportunity to create something unique by blending these two elements into a concept that’s both innovative and accessible,” he adds. 

During the launch of the brand, Zinta said, “DRIVE FITT represents a unique fusion of fitness and cricket, two passions that resonate deeply with me and a lot of people in India. Our mission is to create an inclusive environment where people of all ages and fitness levels can come together to train, have fun, and stay healthy.”

DRIVE FITT will open its first company-owned facility in Gurugram in October, followed by another facility in Noida in November. Going forward, it aims to establish franchises across India; it is eyeing 300 franchises in three years.

Commenting on what drove him to associate himself with DRIVE FITT, Gill said, in a statement, “The seed of DRIVE FITT was my experience of a lack of accessible, quality training facilities. Growing up, this meant hours wasted in commuting between home, the pitch, and the gym. DRIVE FITT will change this with a unique space that integrates world-class gym and fitness facilities with cricket-infused training.” 

The founders of DRIVE FITT understand the vital link between physical and mental well-being, and their goal is to help individuals achieve their fitness and wellness goals.

“Providing people with a community, a place to train, have fun, and stay fit and healthy whilst playing a sport will inevitably improve mental health. The integration of physical exercise and social interaction in a supportive environment helps reduce stress, boost mood, and enhance overall mental well-being,” explains Smith.

What it offers

Understanding the diverse schedules of people, DRIVE FITT functions 24/7 to offer a flexible and convenient environment for workout. It offers state-of-the-art cricket training facilities, yoga studios, and amenities for comprehensive strength, conditioning, and cardio training. 

Daily, weekly, monthly, quarterly, and annual subscription plans are offered to cater to various needs and preferences. The daily pass costs around Rs 1,000, while monthly memberships start at Rs 7,000; annual membership can go up to Rs 35,000. Family memberships are also available for two adults and one/two children.

The facility offers personal training, cricket coaching, and group classes–all using cricket-infused training methods developed by co-founder Shubman Gill, Australian cricketer Chris Lynn, and former Aussie fast-bowler Ryan Harris, who are shareholders in the venture. 

Apart from these, DRIVE FITT also offers yoga sessions. 

“Aspiring cricketers receive professional training, while fitness enthusiasts enjoy a comprehensive workout experience using the best sporting technology and equipment,” says Smith.

Members will also have access to the DRIVE FITT mobile app, which allows them to book cricket and fitness training sessions and nets sessions and offers meal plans. 

What everyone brings to the table

Smith is an accomplished businessman with nearly two decades of experience across sales, marketing and operations at some of Australia’s largest companies. He now serves as the managing director of Smith Agency RE, a real estate sales and marketing firm. 

Sellar, a seasoned entrepreneur, is the founder of Sellar Capital, a family-owned investment company. His investments extend into medical advancements, sports ventures, pioneering startups, and education initiatives.

Lynn is a premier T20 batsmen who brings to the table understanding and knowledge of the game, along with his unique skill-set in short-form batting. Harris will contribute his expertise in developing coaching programmes in cricket and fitness. He will also offer insights on becoming a world-class fast bowler. 

Sellar and Smith had always wanted to work with Zinta, whom they believe has fantastic business acumen and knowledge of the cricket business. 

With over 15 years of experience owning and running an IPL team, Zinta will ensure DRIVE FITT offers excellent opportunities for franchise owners, remarks Sellar.

Gill, with his immense cricketing skills and passion for health, strength, and fitness, has significantly shaped the services offered at DRIVE FITT. 

“Gill has played a key role in selecting gym equipment, developing training regimes and programmes available in the app, and enhancing the cricket facilities and offerings at DRIVE FITT,” says Sellar. 

The venture has also onboarded Nikhil Kakkar, former COO of Gold’s Gym, as its chief operating officer. Kakkar, who had 16 years of experience at Gold’s Gym, will spearhead the company’s operations and franchising efforts.

Driving forward

DRIVE FITT aims to create strong brand awareness across the country through targeted marketing campaigns and partnerships, alongside store launches. 

“By establishing these initial facilities and building a robust brand presence, we are confident in laying a solid foundation for future growth and inspiring more people to embrace a healthy lifestyle through our unique cricket and fitness integration,” signs off Sellar.