(MENAFN- Market Press Release) November 6, 2025 12:50 am - Inside Ketan's mission to bring science, personalisation, and longevity into India's fitness mindset.

From the Boardroom to the Barbell: A Personal Turning Point
A few years ago, Ketan Mavinkurve was exactly where most high-performing professionals dream of being – thriving in private equity, leading high-stakes deals, managing teams, and building wealth. From the outside, it looked perfect.
Back then, Ketan was winning at work but quietly losing his health – long flights, late nights, skipped meals, and barely any recovery. In 2017, at a large-scale fitness event, despite owning a gym and years of fitness experience, he looked around and realised everyone else was in better shape. It hit hard.

The next day, he called his coach, determined to change. What followed was extreme – crash diets, caffeine pills, 1,000-calorie days – and yes, he lost 8 kg. But it came at a cost. His body looked great, his mind didn't. Binge eating, burnout, and frustration followed.

That's when it clicked – fitness couldn't be about punishment or perfection. He began focusing on small, consistent wins – eating better, lifting smarter, tracking sleep, and understanding how his body worked. Slowly, the comeback became a mission – to make fitness sustainable, personal, and truly life-changing.

That purpose became Alpha Coach – a digital-first fitness platform designed to bring science, sustainability, and personalisation to how Indians approach health.
The Problem: A Broken Fitness Mindset
The modern fitness industry thrives on short-term promises – six-week transformations, detox diets,“summer body” goals. Scroll through social media, and you'll find endless before-and-after photos, but little discussion about sustainability or mental health.

That's what frustrated Ketan the most.“Fitness had become performative,” he says.“It was about aesthetics, not longevity. Everyone was selling quick fixes – but no one was teaching people how to stay fit for life.”

The problem wasn't lack of effort – it was lack of guidance. Most people didn't have access to structured, data-backed coaching that fit real Indian lifestyles. Trainers pushed generic plans, apps focused on calorie counting, and users got stuck in a cycle of burnout and relapse.

Ketan saw the gap not just as a business opportunity but as a cultural challenge: India needed a smarter, more sustainable fitness culture.
The Solution: Building Alpha Coach
Alpha Coach was built to solve exactly that problem – to shift the conversation from motivation to systems, from“getting fit” to staying fit sustainably.
The idea was simple: use data and behavioural science to make fitness personal, measurable, and human.
“Most fitness platforms focus on workouts and diets,” Ketan explains.“But the real problem isn't knowledge – it's consistency. People know what to do. They just need help doing it daily.”
Alpha Coach combines technology + human coaching + habit tracking, creating a system that adapts to every individual. Whether someone's goal is fat loss, muscle gain, or better energy, the platform tracks progress through AI-driven insights, real-time feedback, and support from certified coaches.
“It's not about making people dependent on coaches,” says Ketan.“It's about helping them build autonomy. You don't need a trainer forever – you need the right tools and mindset to sustain your results.”

“Fitness shouldn't feel like guesswork,” he says.“With Alpha Coach Pro, we've built something that blends data with empathy – because real transformation isn't just about numbers, it's about behaviour.”
A Cultural Shift: Fitness as a Lifestyle, Not a Phase
Beyond technology, Alpha Coach is also driving a cultural movement. The team's mission goes beyond apps and algorithms – it's about helping Indians unlearn the“all or nothing” mindset around health.
“People treat fitness like an event – a New Year resolution or a wedding goal,” Ketan says with a laugh.“We want to make it part of everyday life – like brushing your teeth.”
Alpha Coach's community programs, educational videos, and partnerships with corporates and wellness startups all serve one bigger purpose – to make fitness a lifestyle, not a phase.
Through its verified coach directory – now with over 6,000 certified professionals – Alpha Coach has become a go-to platform for trusted, science-backed guidance. And through its corporate wellness partnerships, the brand is helping companies design health programs that actually work – focused on consistency, accountability, and real outcomes instead of one-off health drives.
It's a shift from“let's get fit” to“let's stay fit together.”
User Impact and Community Growth
Behind the tech and data are thousands of real stories – professionals who have lost weight sustainably, new moms who have regained energy, and coaches who have built thriving online businesses.
One user, a 39-year-old marketing executive from Pune, shared:“I had tried every diet under the sun, but Alpha Coach finally helped me understand my own body. The personalised approach taught me habits I can maintain – not punishments I can't sustain.”
And that's exactly what Ketan and his team are most proud of.
As of this year, the Alpha Coach ecosystem includes:
· 350,000+ app downloads
· 6,000 verified fitness coaches
· 800+ gyms and studios listed
· Users spanning 30+ Indian cities
But the bigger number? The consistency rate – 70% of users stay active beyond three months, an industry-leading figure in digital fitness.
Thought Leadership: Redefining Long-Term Fitness Culture
Ketan's philosophy around health mirrors his approach to entrepreneurship – build patiently, measure progress, and play the long game.

“Discipline isn't built overnight,” he says.“You start small – maybe it's walking 10,000 steps or tracking your meals for a week. But when you repeat it long enough, it becomes identity. That's what sustainable fitness really is – identity, not intensity.”

He often talks about behavioural change – the invisible engine behind all success, whether in business or health.
“The same habits that make you successful in business – consistency, accountability, tracking, and feedback – are the exact ones that make you successful in fitness. The problem is, we apply them to work but not to our well-being. Alpha Coach helps bridge that gap.”

The Personal Philosophy: Fitness as the Foundation of Leadership
What drives Ketan's belief in this mission is deeply personal.
“Fitness taught me everything business school didn't,” he laughs.“Patience. Discipline. Emotional resilience. The ability to face failure.”
At 46, he's in the best shape of his life – not just physically, but mentally.“I'm stronger now than I was at 30. I train four to five days a week, follow structured recovery, and I still make time for family dinners. It's not about extremes anymore – it's about balance and clarity.”
He believes leaders need to lead by example – not just in strategy, but in lifestyle.
“When you take care of yourself, your team notices. Energy is contagious. You can't preach balance if you're burning out.”
That mindset now flows through Alpha Coach's company culture too – flexible schedules, health challenges, and an unspoken belief that how you show up physically affects how you perform professionally.

For Ketan, the mission has never been clearer –“We don't just want to help people look fit. We want to help them live fit, for life. Because the real win isn't how fast people transform. It's how long people can sustain it – that's the fitness revolution we're building, one habit and one human at a time!”

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