Founder’s Story
Anusha Arumugam
Founder & CEO, Fortitude
From Boardrooms to Barbells: A Journey Fueled by Purpose
Welcome to Fortitude.
I’m Anusha, and I want to personally share the story behind what brought us here—and why this movement is about so much more than just fitness.
You see, my journey didn’t begin in a gym. It began in the boardrooms of the corporate world. But somewhere along the way, I felt a deep calling—to create something different. Something that put health, strength, and self-worth within reach for every woman, no matter her starting point.
More Than Fitness: Building a Movement of Strength
When I started Fortitude over nine years ago, I wasn’t just building a fitness studio. I was building a safe space. A place where women could come as they are, and become the strongest, most confident versions of themselves.
Today, we’ve had the privilege of impacting the lives of over 15,000 individuals—primarily women—with programs that truly understand and support their unique health needs. In fact, 90–95% of our clients are women, and 80% of our team is made up of women too—many of whom have courageously restarted their careers after major life transitions.
Empowered Women Empower Communities
At Fortitude, we believe that every woman who invests in her health becomes a ripple of strength in her home, her workplace, and her community. I observe this happening every day
What makes me proudest is not just the transformations we see physically but the transformation in spirit. The confidence. The resilience. The way women lift each other up here. This is the community I dreamed of building and it’s real.
Redefining Careers in Fitness
We also believe in breaking norms. While many in the fitness industry walk away from their passion to chase "conventional" careers, we’ve redefined what a career in fitness can truly look like.
At Fortitude, we’ve created a corporate-style work culture within the fitness world—complete with structure, flexibility, stability, and above all, respect. It’s not unusual to hear our team proudly mention their role at Fortitude during weddings, family functions, or even on official documents. Because to us, fitness isn’t just a job—it’s a prestigious, purpose-driven profession.
Recognition, Milestones & Momentum
We’ve been honored along the way, and I’m so grateful for the recognition—from being selected for the Goldman Sachs-IIM Fellowship (as one of only three women from Tamil Nadu), to receiving the Best Fitness Brand award at the She Awards, to speaking at events that bring together powerful voices in wellness and entrepreneurship.
But accolades aside, the true success is in seeing
This Is Just the Beginning
That’s the heart of Fortitude. If you're visiting us today, know this
You’re not just stepping into a studio. You’re stepping into a movement. A space where you’ll be supported, seen, and empowered. And a community of people who are rooting for you the whole way.
Thank you for being here.
Let’s build strength together—not just in our bodies, but in our lives.