Former South African cricket star Jonty Rhodes has become a strategic investor and brand ambassador for Indian sports and fitness startup UpUrFit.
Based in Mumbai, UpUrFit was co-founded by entrepreneurs Munish Vig and Vikram Gunjal. The company develops performance-focused products for athletes and fitness enthusiasts. Its product range includes items for recovery, hygiene, and nutrition, all made with clean-label ingredients designed to meet the needs of India’s growing fitness market. The financial details of the deal were not disclosed.
Rhodes’ partnership is expected to boost UpUrFit’s visibility and credibility in a competitive market filled with both local and international brands.
“When Vikram and Munish first approached me, it wasn’t about just being a celebrity face,” Rhodes said. “They focused on making relevant products with clean ingredients and real performance benefits. My family and I tried the products, and I knew I wanted to be part of this. I’m excited to support UpUrFit as both an investor and ambassador.”
UpUrFit launched in 2023 and aims to challenge the sports wellness market in India. The company focuses on pain relief, recovery, and hygiene products for fitness-minded consumers.
According to a report by Deloitte and Google, India’s sports wellness market is expected to reach \$40 billion by 2030, growing at nearly 19% annually. UpUrFit wants to make elite athletic recovery tools more accessible to everyday consumers.
“Jonty represents resilience, commitment, and performance,” said Vikram Gunjal, UpUrFit’s co-founder. “He’s the perfect mentor for a brand built for every athlete in India. His belief in our products and mission is a big validation.”
Co-founder Munish Vig said Rhodes’ feedback was a turning point. “He gave us valuable insights into what athletes and fitness fans really need. His input is already shaping our next product plans. His role goes beyond branding—he’s helping with product leadership and strategy.”
With a growing product line and a strong mission, UpUrFit aims to make a mark in India’s evolving fitness scene. The company bases its work on science, athlete endorsements, and products designed for everyday performance.
Both Vig and Gunjal are passionate about sports and fitness. Their products are developed with input from football teams, running groups, and sports professionals, making UpUrFit a brand created by and for the fitness community.
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