MAM
FITPASS and Wexer unite to revolutionise digital fitness in India
Mumbai: In a pivotal move that reshapes the Indian fitness industry, FITPASS, the nation’s leading fitness and wellness platform, has joined forces with Wexer, the world’s leading digital content provider. This strategic partnership heralds Wexer’s foray in the Indian market and signifies a new era in digital fitness. FITPASS’s collaboration with Wexer is not just a business arrangement but a pathway to innovation and long-term growth. It aims to revolutionise both the Indian and global fitness technology sectors, leveraging FITPASS’s vast network and Wexer’s expertise in digital solutions to create unparalleled fitness experiences.
By joining forces with Wexer, FITPASS not only expands its global influence, gaining access to over 4000 global studios but also solidifies its position as a global fitness authority. This partnership also marks Wexer’s strategic entry into the Indian market, leveraging FITPASS’s robust customer base and expansive network to make a profound impact on the Indian and global fitness technology sectors. With a focus on blending localized insights with global expertise, this synergy is set to transform the fitness landscape.
The partnership is uniquely tailored to the diverse needs of the Indian population, customizing Wexer’s offerings to cater to a wide range of demographics, from teenagers to the elderly. A significant emphasis is placed on enhancing the accessibility and affordability of fitness solutions in India’s tier three and tier four cities, where nearly 50 per cent of the nation’s youth resides. This approach underscores FITPASS’s commitment to inclusivity and its mission to make fitness accessible to every corner of the country.
At the core of this collaboration lies the commitment to provide affordable, inclusive fitness solutions, particularly in India’s underrepresented areas. FITPASS’s dedication to making fitness accessible and budget-friendly aims at bridging the fitness divide, targeting young, internet-savvy, and well-informed consumers in these regions.
The collaboration boasts an extensive range of Fitness & Wellness Modalities, including Bootcamp, Cycle, Box & Fight, Cardio, Cycling, Dance, Pilates, Strength, Stretch & Recover, Wellness, and Yoga. Featuring over 2900 international trainers from more than 50 countries, the partnership reflects FITPASS’s commitment to delivering a holistic fitness experience to all age groups.
FITPASS’s services include specialized programs for teenagers, pregnant women, and postpartum women, offering comprehensive health approaches and online videos. This attention to diverse demographics underscores FITPASS’s holistic approach to health and wellness.
Enhancing FITPASS-TV, the collaboration incorporates content from globally renowned studios and trainers, leveraging Wexer’s fitness technology expertise. This development makes premium fitness content accessible to millions of existing and new users.
FITPASS co-founder Akshay Verma, shared his vision for the partnership, emphasizing the strategic importance of making fitness accessible across India, including rural areas. “Our strategic partnership with Wexer is a pivotal step in redefining fitness accessibility in India, home to the world’s largest working population. This collaboration is more than a business alignment; it’s about fueling innovation and long-term growth in fitness culture. By enhancing FITPASS offerings, we aim to empower India’s vast workforce to be fit, strong, and healthy. Our mission extends beyond urban centers; we are committed to penetrating rural areas, which house a large part of our population across age groups. With Wexer’s expertise in fitness technology, we aspire to bridge the fitness accessibility gap, making top-tier fitness experiences a reality for every Indian, regardless of their location. FITPASS TV is just the beginning – our vision is to reach millions more, transforming fitness into a way of life for the entire nation.”
Wexer head of APAC Sam Aldred shared his excitement about the association, stating, “Wexer is thrilled to support FITPASS, a rapidly expanding and forward-thinking brand, in broadening their digital offerings. This collaboration marks a pivotal moment for Wexer in India, and the partnership aligns seamlessly with Wexer’s brand motto, adding value by enhancing accessibility and engagement in the evolving fitness landscape.”
The partnership not only opens up significant growth opportunities in India’s fitness and wellness sector but also showcases the shared commitment of both organizations to delivering exceptional fitness experiences nationwide, contributing to holistic well-being.
Exclusive videos from this collaboration can be accessed on the official FITPASS website.
MAM
Budweiser launches ‘Let It Pour’ platform for FIFA World Cup 2026
Campaign spans 40 plus markets with fan events, merchandise and global film.
MUMBAI: When the whistle blows, Budweiser wants the celebrations to flow just as freely. The beer brand has unveiled ‘Let It Pour’, its global football platform for the FIFA World Cup 2026, kicking off a four-year build-up with a campaign designed to turn fandom into a shared, full-throttle experience. Rolling out across more than 40 countries, including India, the initiative blends on-ground activations, merchandise and a star-led global film to capture the emotional surge of the sport’s biggest stage.
At the centre of the campaign are football heavyweights Erling Haaland and Jürgen Klopp, who front the messaging around passion, performance and collective celebration. For Haaland, set to make his FIFA World Cup debut in 2026, the platform mirrors the intensity of a moment he has long worked towards, while Klopp lends his signature energy to amplify the spirit of fans coming together.
The campaign’s global film leans into that shared emotion where matches spill beyond stadiums into homes, bars and city streets over the tournament’s 39-day run. Set to Joe Cocker’s Feelin’ Alright, it captures how football blurs boundaries, turning strangers into teammates and moments into memories.
Beyond storytelling, Budweiser is building a broader ecosystem around the campaign. The Bud Fan Store will offer exclusive tournament-inspired merchandise, from football kits to branded apparel, while Bud FC developed with Wink will host experiential fan events across select markets, recreating stadium-like energy in festival settings.
India forms a key part of this push. With football fandom on the rise, particularly among younger audiences, Budweiser 0.0 is positioned to anchor local activations, bringing fans closer to the global spectacle through community-led experiences.
The move reinforces Budweiser’s four-decade association with the FIFA World Cup, but also signals an evolution in approach. Instead of simply sponsoring the game, the brand is leaning into culture creating multiple touchpoints where fans can participate, not just watch.
In a tournament where every goal sparks a reaction, Budweiser is betting that the real win lies in how loudly and how collectively that reaction pours out.
