The campaign engaged 1,000 members across 30 cult centres with sessions focused on light movement and relaxation.

Cult, the fitness platform, marked National Lazy Day by launching a unique initiative-the ‘cult Do Nothing Class’. Designed to challenge traditional fitness norms, the campaign promotes rest and recovery as essential components of long-term fitness progress.

While most fitness journeys focus on activity-counting steps, tracking workouts, and chasing personal bests-recovery often goes overlooked. Cult’s campaign aims to change that narrative by underscoring that rest isn’t a break from fitness, but a crucial part of it.

The campaign’s film opens inside a typical cult centre, where members arrive expecting their usual high-energy workout. Instead, they walk into a setup of hammocks, bean bags, and trainers dressed in loungewear. No squats, no cardio, no burpees-just calm breathing, herbal tea, massage chairs, and complete relaxation. The experience is accentuated by playful signage:
“We’ve put a hard limit on effort today”, “Shoes off. Rest on”, and “Unleash your chill.”

“Fitness today is often equated with movement, intensity, and performance,” said Siva Kumar Pedhapati, head of brand marketing at cult. “But real growth happens during recovery. With this campaign, we wanted to make it clear that rest is not laziness-it’s progress. We hope this sparks a larger conversation around balance and well-being in the fitness community.”

The ‘cult Do Nothing Class’ was activated both online and across 30 cult centres in Bengaluru, Delhi, Mumbai, and Hyderabad. Around 1,000 members took part, swapping their regular workouts for guided relaxation and light movement.

“Progress and community are core to everything we do at cult,” added Siva. “We will continue to push the boundaries of fitness culture by encouraging people to move, rest, and grow—on their own terms.”