Inside ABC Fitness’s Bold Move to Set Up its Mid-Size GCC in Hyderabad
Today, mid-sized global capability centres (GCCs) are emerging as the start-up engines of India’s global delivery ecosystem, as per Zinnov-NASSCOM Mid-Market Global Capability Centres (GCC) Report FY2025. The report further highlights that over 480 mid-market GCCs are now operational across India, employing more than 2,10,000 professionals. Unlike their larger counterparts, mid-market GCCs are defined by smaller and leaner teams and typically do not have expansive in-house R&D operations. However, the most interesting part is that 35% of these centres have been established in just the last two years (FY23–25), and it looks like Hyderabad is catching up pretty quickly with Bengaluru. The report states that proactive government support, affordable state-of-the-art infrastructure, and potential to scale have made Hyderabad a rising favourite among mid-market digital and engineering GCCs. BlackBerry, Storable, Payoda, Black Box, ModMed, GHX, Insud Pharma, ClinChoice, RxBenefits, Berkadia and many more in Hyderabad. Furthermore, the report suggests that midmarket GCCs are building top-heavy and high-density tech teams focusing on specialisation and not just scale. Mid-market GCCs are embedding AI/ML into the core of their product strategy, treating it as a foundational layer rather than a standalone initiative. Source: https://media.zinnov.com/wp-content/uploads/2025/04/zinnov-nasscom-mid-market-global-capability-centers-gccs-report-2025.pdf?report=zinnov-nasscom-mid-market-global-capability-centers-gccs-report-2025.pdf Hyderabad as the Hotspot for Mid-Market GCCs In an interview with AIM, Arindam Sen, senior technology leader at EY, credited much of Hyderabad’s success to its robust infrastructure. “In the same building, you might have 15 different GCCs operating with 200–300 people each. That gives mid-tier GCCs the confidence to consider Hyderabad more seriously,” he said. Furthermore, he added that mid-tier companies feel more welcome in Hyderabad than in cities traditionally dominated by large players. Bengaluru is largely seen as the hub for large-scale deployment, not so much for mid-tier players. Many companies, especially mid-tier ones, have leased substantial amounts of ready-to-move-in real estate in Hyderabad. As per reports, Hyderabad’s office stock is estimated to surpass 200 million square feet by 2030. On the other hand, as Sen mentioned, Bengaluru tends to follow a more traditional model—first securing a space and then instructing the developer on the desired customisations. In contrast, several spaces in Hyderabad are already ready. “You could plug in your team tomorrow and start operations,” Sen said. Hyderabad has taken a more strategic approach by building specialised hubs, like Genome Valley, for life sciences. It is also attracting a larger influx of women in the workforce, which is also creating a more inclusive and attractive work environment. ABC Fitness as an Example ABC Fitness has been operating in India for the past five months, marking the beginning of its journey as a GCC. The 41-year-old company is headquartered in Frisco, Dallas, with its origins in Arkansas. ABC Fitness is a prominent brand across North America and Europe. Rahul Das, GM and India head of ABC Fitness, explained to AIM why Hyderabad was chosen as the location for the GCC. “Hyderabad has a very dynamic talent group.” Addressing concerns about city traffic, he added, “We are a remote-first workplace for people, but we started with a hybrid workplace, where people can come to the office because of the new GCC set up. We want to build that culture.” ABC Fitness’s presence in India is aimed at supporting product development for the North American markets while also expanding the customer base into India and the wider Asia–Pacific region. Even though ABC Fitness may not have been the earliest entrant into the Indian market however the timing is aligned with market trends, given that the wellness and fitness industry is blooming now in India. Building a Foundation in India ABC Fitness is currently engaged in a global collaboration, leveraging platforms like Trainerize, Glofox, and Ignite for product development. “These are the products that Indian employees have already started contributing to. We are on the journey, but more to come,” Das shared. The company has established a solid presence in India with around 100 employees in the last five months. “I would say…we are growing from around 20% to 30% contributions and [expect] more to come in the future,” he further noted. Reflecting on his decision to join ABC Fitness, Das stressed the contrast between larger tech companies and a growing GCCs like ABC Fitness. “When you’re at Microsoft, Amazon, Google, then there is definitely a purpose, but…you will be one among the 2,00,000 people. The impact that you can create as an individual, to realise that impact and the platform that you get by working with a GCC and ABC Fitness, which I [personally] saw, was that my purpose…could be realised,” he said. To enhance its workforce, the company is providing AI curricula where the workforce is getting trained to use AI, especially in industry’s acceptance of AI from a fitness perspective. Looking ahead, the company’s year one plan is to get 200-250 people. Besides, ABC Fitness will make use of deep AI technologies to drive personalisation for fitness. What are They Offering? The company positions itself far beyond the superficial view of offering AI-driven nutritional apps. “We are into the end-to-end experience of fitness and wellness, per se, as a business,” Das added. From a customer perspective, the company’s offering is comprehensive, encompassing gym operations, membership platforms, and AI-driven revenue models. ABC Fitness prides itself on its innovation, particularly in payments and customer onboarding. Its innovative platform can process payments really fast, thereby highlighting the company’s flexibility to cater to both small businesses and large enterprises. “We are already present in over 100 countries. That is another way we differentiate ourselves with our ability to expand internationally,” Das mentioned. Major clients such as Planet Fitness, Anytime Fitness, and Crunch Fitness use ABC Fitness’s products. India is going to be contributing towards international expansion in terms of globalising the company’s products. However, India’s contribution will extend beyond product development to include support functions as well. Karthik Padmanabhan, managing partner at Zinnov, also told AIM, “ABC Fitness building its presence in India through its GCC is a clear signal of how mid-market firms are increasingly betting on India not just for scale, but for next-gen digital and analytics capabilities.” Bill Davis, CEO of ABC Fitness, visited India last week and interacted with the T-Hub, an innovation hub and ecosystem enabler based out of Hyderabad. As Das mentioned, Davis was amazed by the collaboration and IoT-based ideas around the fitness and wellness industry in India.
ABC Fitness’s presence in India is aimed at supporting product development for the North American markets while also expanding the customer base into India and the wider Asia–Pacific region.
ABC Fitness’s presence in India is aimed at supporting product development for the North American markets while also expanding the customer base into India and the wider Asia–Pacific region. 
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Shalini is a senior tech journalist, exploring the latest advancements in AI. When she's not reporting on the latest innovations, you can find her immersed in her next literary adventure.