Home services provider Housejoy snaps up fitness start-up Orobind

The Amazon-backed home services provider, Housejoy today said it has acquired at-home tech fitness start-up Orobind for an undisclosed amount.

“As a part of the deal, Housejoy has acquired the trainers of Orobind, the customer base and the technology. The entire Orobind team will also be moving to Housejoy,” the company said in a statement.

Orobind serves more than 1,000 customers in Bengaluru alone, with around 135 active personal trainers on the platform.

“With this acquisition, we are looking to create a differentiated lifestyle experience for our customers across the beauty, fitness and wellness categories. The acquisition is part of our strategy to become leaders in these categories with high repeat order rates,” Housejoy Chief Executive Officer Saran Chatterjee said.

“We feel that by leveraging Orobind’s customer set, underlying technology and domain expertise, we can expedite the process of becoming the leader in the wellness category.”

Orobind co-founder Satya Vyas said: “Fitness and wellness is a highly lucrative category for most home services players primarily because of high repeat rates and high customer lifetime value, but to leverage it, one must have a highly differentiated product experience and a tech-enabled engagement platform.”

“The transaction is a win-win for both the parties. For Orobind, it gives us an opportunity to be part of a larger ‘at-home’ services play and build a large wellness category. For Housejoy, it gives them the depth it requires to be the largest player in the overall wellness category,” he added.