Fita, a preventive health startup based in Indonesia, has on Wednesday announced a strategic investment of $1.9 million from INDICO, a Telkomsel’s subsidiary organizing businesses in the digital sector.

The fresh investment will be allocated for key product development, further enhancing Fita’s health ecosystem that focuses on users but also on completing value-added features for professional coaches, Fita said in a statement.

In the near future, the firm will focus on developing a product that brings greater convenience for millions in building a healthy lifestyle.

The product roadmap includes offline engagement, such as gym memberships and exercise classes.

Fita will also develop health programs to address critical illnesses such as diabetes, hypertension, women’s health, and mindfulness or mental health.

Apart from that, Fita will also expand the scope of online purchases such as wearables, supplements, and vitamins, as well as recommendations for the right insurance package for users.

The complete ecosystem development plan marks Fita’s readiness to open investment opportunities from external parties.

“We have always had a deep focus on supporting everyone in building good life habits,” said Reynazran Royono, Fita Chief Executive Officer.

According to him, in 2022, the firm built a strong foundation in product and operations while gradually introducing Fita’s features to the public.

He said the firm has partnered with certified coaches through relevant activities and collaboration to educate people on the importance of being healthy.

“It turns out that the excitement and curiosity are very high, as seen from the growth of Fita users, which continues to increase rapidly. Now it has reached 350 thousand monthly active users,” he said.

Furthermore, Reynazran revealed that over 2.5 million subscribers had downloaded Fita within one year.

According to him, the ecosystem has also been supported by more than 200 certified coaches, 800 health content and exercises, and 200 healthy food recipes.

Meanwhile, from the sales aspect, Fita has also shown significant growth up to five times in the last three months, positioning Fita as the fastest-growing health startup in Indonesia.

“Thanks to the support of Telkomsel and INDICO, we were able to build the strong product and operational foundation needed,” said Reynazran.

According to him, 2023 will be a gateway for the firm to scale toward sustainable profitability.

“We are open to collaborations with anyone, including potential investors, to penetrate the digital health industry in Indonesia,

“Seeing the enthusiasm, we are optimistic that in the next five years, Fita will have a great opportunity to achieve our vision of equal distribution in the health- tech and fitness industry in Indonesia,” he added.

Starting from the idea to help Indonesian people to live healthier, followed by market research showing the lack of health platforms in the preventive sector, Fita was established with a vision to become the leading, integrated health platform in Indonesia.

This commitment was then confirmed through various innovations to enhance Fita’s key features and accelerate the digital technology in Indonesia’s health and fitness industry.

Currently, Fita operates two platforms; the Fita user application, which can be used by everyone who starts their journey of being healthy, and the newly launched product, CATCH (Coach at the Center of Health), a platform that professional coaches use to develop a comprehensive program for users.

“The funding invested by INDICO is part of our initial commitment to support Fita’s business growth,” said Andi Kristianto, Chief Executive Officer of INDICO.

“We believe Fita deserves this funding as it can maximize its potential and resources. Also, they have succeeded in realizing their business plans according to their commitments,

“We will continue to optimize Telkomsel’s assets and capabilities to support Fita in encouraging a healthy lifestyle for the Indonesian people,” he added.

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