Kikos Acquires Fitness Startup GuruPass as It Expands Across Latin America

Kikos has acquired Brazilian fitness startup GuruPass as part of its strategy to expand beyond gym equipment manufacturing and strengthen its technology and service offerings. The acquisition also supports the company's broader growth ambitions, including international expansion across Latin America.

Acquisition combines cash and equity

The transaction included a combination of cash and share exchanges. As part of the deal, Kikos acquired the stakes held by GuruPass' angel investors, including financial boutique Estáter, accelerator Nébula, and an a16z scout fund.

Although the financial terms of the acquisition were not disclosed, the move reinforces Kikos' ambition to become a consolidator in the fitness sector after reaching approximately US$180 million (R$1 billion) in sales last year.

GuruPass founders Felipe and Thiago Souza will remain with the company and join Kikos' leadership team.

GuruPass will become Kikos' technology arm

Founded in 2023, GuruPass was created as a direct-to-consumer alternative to corporate fitness benefits platforms, offering users access to gyms without relying on employer-sponsored programs.

The platform currently connects approximately 5,000 gyms, serves around 100,000 registered users, and offers access to more than 180 sports and fitness activities, with its strongest presence in São Paulo, Rio de Janeiro, and Paraná.

Following the acquisition, GuruPass will continue operating as an independent marketplace while also developing technology solutions for Kikos and its network of customers.

Among the initiatives already planned are management software, data integration tools, and Guru Band, a proprietary wearable device designed to monitor health and fitness metrics such as sleep, calories burned, and physical effort.

Partnership evolved from an existing investment

Kikos had already become a minority shareholder in GuruPass during 2024, when the startup was evaluating fundraising opportunities with venture capital firms. According to the founders, discussions with Kikos gradually evolved into a broader strategic partnership.

"GuruPass still had plenty of room to grow independently, but what attracted us was our shared vision with Kikos. In a market dominated by large players, it makes sense to be alongside a major company," said Felipe Souza.

He added that the rapid expansion of the fitness industry over the past five years is likely to be followed by a period of consolidation, making technology and management capabilities increasingly important for companies seeking long-term growth.

Technology remains at the center of GuruPass' strategy

According to Thiago Souza, the platform has always been designed not only to simplify the relationship between users and gyms but also to provide business management tools for fitness operators.

"From the beginning, we built the platform to reduce friction between users and gyms while creating tools that help our partners manage their businesses more efficiently," he said.

Thiago will continue leading the technology area, while Felipe will remain focused on the company's strategic direction.

Expansion beyond Brazil creates new growth opportunities

Alongside the acquisition, Kikos has begun its international expansion, starting with Mexico and evaluating additional opportunities across Latin America.

The company plans to integrate GuruPass' technology into its broader operations while identifying new opportunities in the region. According to the founders, future acquisitions of technology businesses or complementary fitness service providers remain part of the company's long-term strategy as it continues to expand its presence in the market.