Cult.fit Adopts Codex and API for Operations

Indian fitness company cult.fit is using Codex and the OpenAI API across its operations to standardize software development, build internal tools, and run customer support.

Cult.fit operates 708 fitness centers across 77 cities and serves nearly one million paid members. As the company grew, its developers used a mix of coding agents and assistants, creating fragmented workflows across teams. To resolve this, cult.fit standardized its software development lifecycle around Codex. The shift enabled engineering teams to align repository structures, skills, testing, code review, and feedback loops across specialized workflows, including site reliability and security. In one recent project, engineers built and shipped a social feed for the cult.fit app end to end in two months, compared to a previous estimate of more than a year.

The company has also extended Codex to non-engineering teams. HR created a workflow in Codex to manage performance reviews, scheduling, and feedback collection, contributing to 20+ internal applications built by non-engineering teams in recent months. Additionally, after internal dashboard software costs increased, an engineer rebuilt the required functionality over a weekend using Codex, resulting in $100,000+ in annual software savings.

Beyond internal development, cult.fit is integrating OpenAI tools into member products and operations:

• Over 45% of cult.fit members are first time gym goers, and around 20% of its gym users use its AI Trainer.
• Cult.fit integrated GPT Realtime through the OpenAI API to support a two-way, voice-first coaching experience for the AI Trainer.
• AI agents connected to the company's Sprinklr support platform analyze class penalty waiver requests by evaluating signals like local weather and attendance patterns.

These operational changes contributed to a 50%+ reduction in customer support costs. Cult.fit supported adoption by hosting a hackathon, a one-day executive building session, and twice-weekly engineering office hours.