Jonty Rhodes Invests in UpUrFit, Joins as Brand Ambassador to Power India’s Booming Sports Wellness Market

Jonty Rhodes, widely regarded as one of the greatest fielders in the history of cricket, has joined hands with India-grown sports and fitness brand UpUrFit as a strategic investor and brand ambassador.

Co-founded by Indian entrepreneurs Munish Vig and Vikram Gunjal, UpUrFit aims to address the underserved needs of Indian fitness and sports enthusiasts through products designed for performance, recovery, and hygiene, with a focus on clean ingredients and real efficacy.

Speaking on the association, Jonty Rhodes said, “What struck me about UpUrFit was the clarity of its mission. When Vikram and Munish first approached me, it wasn’t about signing up a celebrity endorsement. Their focus was on product relevance, clean ingredients, and true performance. My family and I tried the products ourselves, and that’s when I knew I wanted to be part of this journey. I’m excited to support UpUrFit not just as a face, but as a strategic investor committed to building value.”

Launched in 2023, UpUrFit is quickly establishing itself as a disruptor in India’s sports wellness space, focusing on the fast-growing market for pain relief, recovery, and hygiene solutions. The brand operates within a broader industry projected to reach USD 40 billion by 2030, growing at a CAGR of 19%, according to a joint report by Deloitte and Google. With increasing consumer emphasis on fitness, preventive care, and performance recovery, UpUrFit is bridging the gap between everyday athletes and high-quality, accessible wellness solutions.

Commenting on the partnership, Vikram Gunjal, Co-founder at UpUrFit, said, “For us, Jonty isn’t just a cricketing icon. He represents resilience, commitment, and performance. He’s the ideal mentor and gospeller for a brand like ours that is built for the athlete in every Indian. His belief in our products and now in our mission is a huge validation of what we’re building.”

Munish Vig, Co-founder, added, “The turning point for us was Jonty’s feedback. He shared detailed insights on what athletes and fitness enthusiasts truly need, and his perspective has already shaped our upcoming product roadmap. His involvement goes far beyond brand value. It’s product leadership and strategic insight in action.”

With a growing portfolio and a purpose-driven approach, UpUrFit is looking to script the next chapter of India’s fitness story—built on science, endorsed by legends, and made for everyday performance. 

About UpUrFit

UpUrFit is India's first sports & fitness care brand built with the vision to enable long term commitment to an active lifestyle. This is accomplished via scientifically researched products with clean and effective ingredients that vanquish the barriers of pain and discomfort. Given the growing awareness around health & fitness among Indians and heightened enthusiasm of pursuing sports and fitness, UpUrFit is a brand that listens to the unmet calls of this community.

UpUrFit is co-founded by Munish Vig and Vikram Gunjal, who are themselves big sports & fitness enthusiasts. The products have been co-created with the fitness community, with multiple football teams and running groups instrumental in product feedback and development. The UpUrFit team has sports professionals as well as industry experts, reflecting the brand values of Performance, Science and the need to be better every day.

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