In the heart of Almaty, Kazakhstan, a team of ambitious entrepreneurs noticed a problem that many fitness enthusiasts faced—lack of flexibility in gym memberships. People wanted to stay fit, but traditional gym contracts were often expensive, rigid, and limited to a single location. Many potential customers hesitated to commit to one gym, unsure if it suited their needs.
This challenge sparked the idea for 1Fit, a startup that would revolutionize the fitness industry in Central Asia by offering an unlimited, all-in-one fitness subscription model. Unlike traditional memberships, 1Fit users could access multiple gyms, studios, and fitness classes under a single plan, giving them the freedom to work out on their own terms. But the road to success wasn’t easy.
A Business Born from a Setback
The founders of 1Fit—Murat Alikhanov, Abzal Toremuratuly, Askar Akshabayev, and Meir Adylzhanov—were no strangers to entrepreneurship. Before launching 1Fit, they ran a software development company, building tech solutions for various businesses. But in 2017, a major client suddenly pulled out, leaving them with unused resources and an urgent need to pivot.
Instead of seeing this as a failure, they turned it into an opportunity. They had the technical expertise, a strong network, and, most importantly, a keen sense of the problems people faced with fitness memberships. They decided to build a digital solution that would allow users to access multiple gyms with one subscription, making fitness more convenient and affordable.
1Fit was launched with a simple mission: give people the freedom to choose their fitness lifestyle without the hassle of long-term contracts. They started small, partnering with local gyms in Almaty, offering users access to different workout spaces, swimming pools, and sports classes. The response was immediate—people loved the flexibility, and gyms saw a steady flow of new customers.
Scaling Up: From a Local Startup to Regional Expansion
As demand for 1Fit grew, the company expanded beyond Almaty, scaling its operations across Kazakhstan. But the real turning point came when they realized this model had potential beyond just one country. By 2022, 1Fit had successfully expanded to Uzbekistan, Kyrgyzstan, and Azerbaijan, bringing its unique fitness subscription service to new markets.
The company’s rapid growth was reflected in its financial success. By 2022, 1Fit had reached an annual revenue of $12 million, marking a 151% increase from the previous year. More than 50,000 users were actively using the platform, proving that the demand for flexible fitness solutions was strong across the region.
Unlike other fitness startups that struggled to maintain profitability, 1Fit’s model allowed it to grow sustainably. The key was its “unlimited” approach—users could visit as many partnered gyms as they wanted, without restrictions. This attracted both fitness enthusiasts and casual users who preferred variety in their workouts.
Overcoming Challenges and Perfecting the Business Model
Expanding a startup across multiple countries isn’t easy. Each new market presented unique challenges, from negotiating partnerships with local gym owners to adjusting pricing strategies based on customer behavior. One of the biggest hurdles was convincing gym owners that 1Fit wasn’t a competitor but a partner.
Initially, many gym owners feared that an unlimited model would hurt their business, as customers might use multiple facilities instead of sticking to one. However, 1Fit’s data showed the opposite—gyms saw an increase in attendance and revenue, as the platform attracted users who might never have committed to a gym otherwise.
To further strengthen relationships with gyms, 1Fit introduced data-driven insights that helped gym owners optimize their offerings. By analyzing user behavior, they could recommend peak hours, popular classes, and pricing strategies to maximize profits.
The startup also faced technical challenges. Managing a growing database of gyms, users, and activity schedules required a robust and scalable platform. The team invested heavily in AI-driven automation, ensuring a smooth user experience and reducing operational costs.
Going Global
By 2023, 1Fit had already become a leader in Central Asia’s fitness industry, but the founders had even bigger ambitions. In February 2023, they announced their entry into the UK market, a bold move that marked the company’s first step toward becoming a global brand.
Londoners were introduced to 1Fit’s seamless and affordable fitness solution, giving them an easy way to organize and pay for workouts without hidden fees or restrictive contracts. The UK fitness industry is highly competitive, but 1Fit’s unique model offered an attractive alternative to traditional gym memberships.
However, despite initial enthusiasm, 1Fit decided to withdraw from the UK within six months due to intense competition, high operational costs, and regulatory challenges. The company recognized that its model worked best in regions with fragmented fitness markets and a high demand for flexible workout options.
Instead of retreating, 1Fit shifted its focus to other international markets. In 2024, the company successfully entered Malaysia, Mexico and the UAE.
CEO Murat Alikhanov played a crucial role in navigating this expansion. Under his leadership, the company achieved a 72% gross profit margin and maintained positive cash flow, ensuring financial stability even as it entered a highly competitive market.
The Future of 1Fit and Its Impact on the Fitness Industry
What started as a small pivot from a struggling software company has grown into a fitness empire spanning multiple countries. 1Fit’s success proves that understanding user needs and building a scalable, adaptable business model can lead to long-term growth.
More than just a fitness subscription service, 1Fit has changed the way people think about exercise. Instead of being locked into a single gym, users can explore new workouts, try different classes, and build a fitness routine that fits their lifestyle.
With continued expansion and technological advancements, 1Fit is on track to become a major global fitness brand. The journey is far from over, and as the company moves forward, it remains a powerful example of how innovation, resilience, and smart business decisions can turn an idea into a movement.
Prepared by Navruzakhon Burieva
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