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As Fitness becomes mainstream in India, Airtel to power youth-first digital platform for fitness content

  • Airtel acquires strategic stake in Spectacom, the newest offering from the creators of  the Devils Circuit, under the Airtel Start-up Accelerator Program
  • A digitally connected India is driving awareness around Health & fitness with increasing participation from youth/millennials
  • Spectacom is the second company to join the Airtel Start-up Accelerator Program  

Bharti Airtel (“Airtel”) has acquired a strategic stake in Spectacom Global Pvt Ltd (“Spectacom”) under the Airtel Start-up Accelerator Program, which focuses on supporting growth of early stage Indian start-ups.

Spectacom, which has been conceptualised to produce path breaking digital content that allows people across languages, geographies and fitness levels to connect with each other and explore innovative health & fitness training programmes, is the brainchild of Adnan Adeeb and Zeba Zaidi, the creators of the highly popular Devils Circuit military-style obstacle races. 

Spectacom will also carry the exclusive digital rights for the promotion of all content for brand Devils Circuit, including the new seasons of its popular shows – The College Frenzy & The Corporate Challenge.

A digitally connected world is witnessing increased awareness around Health & Fitness, with a growing tribe of young Indians taking up physically demanding X sports such as obstacle racing. Devils Circuit, which pioneered obstacle racing in India, has already built a community of two million followers. It is India’s largest sports property of its kind with presence in eight cities. And given India’s vast young population of appx. 600 mn under the age of 25 years, there is a massive opportunity to make available Health & Fitness based platforms that connect fitness enthusiasts deeper and wider across the country.

Also Read: Airtel rolls out #PassTheTorch campaign

Airtel will work closely with Spectacom to help increase awareness and adoption of its cutting age Health & Fitness platform and encourage individuals to overcome mental barriers and achieve their full potential.  Spectacom will cater to India’s growing interest in staying fitter and healthier by creating training and nutrition videos along with live extreme sporting events.

Airtel will help Spectacom to deliver this exciting exclusive digital content through its platforms Airtel Xstream and Wynk Music directly into the homes and smartphones of hundreds of millions of Indians. This deep digital distribution reach will allow Airtel customers, including youth in small towns and villages, to discover this high octane content and make the fitness movement a part of the mainstream.

Spectacom is the second company to join the Airtel Start-up Accelerator Program. It allows start-ups to leverage Airtel’s robust ecosystem, including its core strengths in data, distribution, networks and payments. This includes access to a vast online and offline distribution network that touches 300m+ customers, deep market understanding and platform of global strategic partners. Further, start-ups also get access to advisory services from Airtel’s executive team.

Devils Circuit is now India’s biggest X sports platform with two million strong community, including young people from smaller towns who are breaking barriers and taking up X Sports professionally and participating in international competitions. Apart from international participants from over 16 countries, the editions also include army pros, blade runners, and even cancer survivors.

Rajat Negi
Rajat Negi
Rajat Negi is the founder of Gizmo Tech and is an active blogger and social media influencer. Rajat has contributed to several articles for various publishers. He also works as a social media influencer for various popular brands. Rajat can be reached at [email protected]


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