Virat Kohli launches ‘CHISEL’

NEW DELHI: India’s ace cricketer Virat Kohli is all set to launch his own chain of gyms and fitness centres under the brand name CHISEL, jointly owned by Kohli, Chisel Fitness LLP and CSE, the sister concern of Cornerstone Sport & Entertainment. Franchise India is the exclusive marketing and expansion partner for this brand.

A new paradigm in fitness, the state-of-the-art CHISEL fitness centres will promote a very dynamic and diverse set of programs and disciplines that match the requirements of today’s generation.

​It's led by the knowledge and expertise of the very hands-on founders of Chisel fitness LLP, Dr. Shardul and Satya Sinha, who are first generation fitness entrepreneurs in India. CHISEL is also boosting it’s segment leadership by partnering with international fitness brands like LesMills, Supremacy and Life Fitness.

CHISEL will launch 75 centres in the next three years, with an aim to become the preferred destination for innovative, holistic and new age health and fitness.

Speaking on this association, cricketing superstar Virat Kohli said​ “Fitness and good health is extremely important to lead a happy & successful life, and I’m proud to contribute to this industry which is becoming increasingly important for all of us today.“

Gaurav Marya, chairman of Franchise India, said, “We are excited to be one of the proud partners in building an original and indigenous fitness brand by Virat Kohli, who has a ​massive fan base. Kohli’s resonance to young India’s passion to stay fit will eventually help the brand be part of the booming wellness industry in India. We plan to expand rapidly catering to our target audience with world class amenities, best equipment and seasoned trainers.”

Satya Sinha, Director of Chisel Fitness said, “#neverstop is the philosophy behind our business, and that’s how we pursue excellence in everything we do.”

Dhruv Mullick, Director CSE Consulting said; Virat Kohli is the perfect match for brand Chisel as he is an ideal example of a sportsman who believes in the importance of fitness and a healthy lifestyle.

According to FICCI-PwC report released in 2012, with a growing number of Indians willing to pay big bucks to feel good, the fitness and wellness industry is blossoming, and will grow to an estimated Rs 100,000 crore by 2015. While the maximum share comprises of single unit operators, the market is seeing a steady growth of branded players, who currently occupy 40% of the total share.