Our Bureau
New Delhi
International cricket icon Jonty Rhodes has joined hands with Indian sports wellness brand UpUrFit, taking on dual roles as a strategic investor and brand ambassador. This collaboration, announced earlier this week, marks a significant milestone for India’s rapidly growing fitness and wellness sector.
Rhodes, renowned for transforming global fielding standards, brings not just his celebrity status but also his expertise and passion for performance, recovery, and hygiene to UpUrFit. The brand, co-founded in 2023 by Munish Vig and Vikram Gunjal, focuses on delivering science-backed products for pain relief, workout preparation, recovery, and on-the-go hygiene—targeting India’s burgeoning community of athletes and fitness enthusiasts.
“What struck me about UpUrFit was the clarity of its mission,” Rhodes said. “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.”
Rhodes’ involvement extends beyond a traditional endorsement. He has already provided crucial feedback that is shaping UpUrFit’s product development roadmap. According to co-founder Munish Vig, “The turning point for us was Jonty’s feedback. His perspective has already influenced our upcoming innovations. His involvement goes far beyond brand value—it’s strategic insight in action.”
UpUrFit’s products have been co-created and tested with real users, including football teams, runners, and community athletes, ensuring they address genuine pain points and recovery needs. The partnership is expected to help bridge the gap between professional-grade care and everyday fitness requirements, as India’s wellness market is projected to reach USD 40 billion by 2030.
“For us, Jonty isn’t just a cricketing icon,” said Vikram Gunjal. “He represents resilience, commitment, and performance. His belief in our products and now in our mission is a huge validation of what we’re building.”
As India continues to embrace a culture of wellness and movement, Rhodes’ association with UpUrFit is poised to inspire a more resilient, performance-oriented future for athletes and fitness enthusiasts nationwide.
