Mumbai, October 3, 2026 : Total Sports & Fitness,
India’s leading Multi-brand, Multi-sports retail chain, brought together 85
customers from different generations, sporting backgrounds and playing levels
for a customer immersion discussion held at the North Indian Association,
Bhaudaji Road, Sion, Mumbai, to help shape its new digital platform and
relaunch Web platform . Held under the theme Help Us Shape the New TOTAL, the
session focused on understanding how consumers discover sports, what
information they need before making a purchase and how their sporting needs
differ across age groups and levels of play. The participants included Gen
Alpha and Gen Z, parents purchasing sports products for their children, regular
sports enthusiasts, coaches, fitness trainers and sports and fitness
professionals. Across four interactive sessions, participants explored the Web
platform, undertook live tasks and shared their feedback on product discovery,
sports categories, product information and expert guidance, contributing to the
development of an educational, discovery-led platform that caters to diverse
sporting needs.
The relaunched TOTAL Web platform aims to move beyond conventional
e-commerce to create a guided, AI-powered sports discovery and learning
platform. The new Web platform features AI-based assistance that allows
users to seek guidance on exercises, workouts, fitness goals and suitable
sports equipment based on their individual requirements. Customers can ask
questions related to their fitness needs, explore relevant exercises and
receive product recommendations to support their sporting journey. The platform
will also feature educational sports content, playing-level-based product
discovery and a Coach Recommended section, helping users make more informed
decisions.
Commenting on the initiative, Niteen L. Shah, Founder &
Managing Director, Total Sports & Fitness, said, “We started TOTAL in
2003 with a passion for sports and a vision to create a culture where every
Indian participates and plays. Over the years, we have seen how technology is
transforming the way people discover products and access information. Today, we
have a community of over 1,500 coaches who can help customers with the right
equipment, nutrition and exercise guidance for their specific sport and playing
level. With the new TOTAL, we want to bring this expertise together on a
digital platform, making sports and fitness more accessible and helping people
make informed choices throughout their journey.”
Jiten Chheda, Founder & Managing Director, Total Sports &
Fitness, said, “We started with a 400-square-foot store in
Dadar in 2003, and today, we have grown to 23 stores across 13 cities and six
states. As we expand into new markets, we recognise the need to make sports
more accessible beyond physical stores. The relaunched Web platform is a step
towards creating a complete sports ecosystem, where customers can discover
products, access educational content and connect with coaches in their
locality. We want to ensure that whether someone is starting their fitness
journey, playing as a weekend enthusiast or aspiring to become a professional
athlete, TOTAL is there to support them at every stage.”
The customer immersion reflects TOTAL Sports & Fitness’ approach
of involving its community directly in shaping the next phase of its retail
experience. By bringing together customers, coaches, trainers and sports
professionals, the company aims to build a platform that supports consumers
throughout their sporting journey, from discovering a sport and understanding
their requirements to finding the right products. With the new TOTAL, the
company is looking to make sports retail more educational and participative,
while making it easier for consumers to take informed steps towards playing,
training and staying active.
About Total Sports & Fitness
Established in 2003, Total Sports & Fitness is India’s leading
multi-brand, multi-sports retail chain, offering a comprehensive range of
sports equipment, fitness gear and active lifestyle products from leading
global and domestic brands. The company offers over 10,000 products across 100
+ leading brands and has served a growing community of over 20,00,000 happy
customers. Built on expert guidance, product knowledge and personalised
customer service, Total Sports & Fitness is committed to making quality
sports and fitness solutions accessible to everyone.
Beyond retail, the company provides end-to-end solutions across gym
set-ups, outdoor fitness zones, swimming pool and garden equipment, customised
sportswear and complete indoor and outdoor sports infrastructure, including
specialised flooring, game courts and accessories.