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Stoga By FITPASS Targets Rs 50 Crore After A Year With No Ads

Ad Tribe! Bureau2 min read
A woman carries a folded Origami yoga mat between two shots of Quickshift adjustable dumbbells, from Stoga by FITPASS

Stoga, the fitness equipment brand from FITPASS, is targeting Rs 50 crore in annual revenue by the end of next year after spending its first year with no launch campaign, no paid advertising and no press release. The brand says it has reached an annualised revenue run-rate of Rs 5 crore through word of mouth alone.

  • Brand: Stoga by FITPASS, fitness equipment
  • Run-rate: Rs 5 crore a year, with no advertising
  • Target: Rs 50 crore in annual revenue by the end of next year
  • First campaign: 'I Don't Roll Like That', for the Origami yoga mat

How Stoga Grew Without Marketing

Sales were driven largely by two products: the Origami foldable yoga mat and the Quickshift adjustable dumbbells. Stoga supports the Indian national padel team through Ace Padel at international tournaments including the Asia Pacific Padel Cup. It was official gifting partner at The Grand Racket Fest and official moving partner at The Pickleball Championship, and padel player Vaibhavi Deshmukh uses its OG Ice Towel on court.

The brand says actors including Shweta Tripathi Sharma, Sayani Gupta, Saiee Manjrekar, Shalini Pandey, Amyra Dastur and Shibani Dandekar have been seen carrying the Origami mat.

"We could have announced Stoga on day one and spent a year defending the claim with marketing money," said Akshay Verma, co-founder, FITPASS and Stoga. "We wanted to know whether people would notice a better product when nobody was pointing at it. They did. Now we want to see what happens when we start talking."

The Mat That Started It

Origami is a full-length, 6mm, dual-textured yoga mat that folds flat instead of rolling, so the edges do not curl and it takes little storage space. Siblings Akshay and Arushi Verma started Stoga after visiting a factory where the better equipment was made for the US and Europe, and the versions bound for India were older, thinner and simpler.

"We start with the person and the thing that is quietly annoying them," said Arushi Verma, co-founder, FITPASS and Stoga. "The mat that won't stay flat. The adjustable dumbbell that takes two hands to change. None of it is dramatic, which is why it goes unfixed for decades."

Where the Marketing Money Goes

The range now includes Quickshift, an adjustable dumbbell that moves from 3kg to 24kg on a single dial with one hand; PowerBrick, a modular dumbbell system Stoga says had not been brought to India before; and the OG Ice Towel for cooling down after training. The new investment will go into quick-commerce channels, Stoga's own direct-to-consumer site and strategic collaborations, alongside the 'I Don't Roll Like That' campaign.

Stoga is sold on stoga.fit, Amazon India and FITPASS, with products priced from Rs 300 to Rs 30,000. FITPASS, founded in 2015, offers access to more than 12,000 gyms and fitness centres and says it has over 11 million customers.

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#D2C Brands#Fitness Marketing#FITPASS#Stoga
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