Mumbai, June 3 – 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.
UpUrFit is India’s first sports and fitness care brand, boasting scientifically researched products with clean and effective ingredients that vanquish the barriers of pain and discomfort. The product line is focussed on three categories – PAIN RELIEF: Address the needs of workout/sports induced pain to get you back to action fast, WARM-UP & COOL-DOWN: Use scientifically researched ingredients to enable products that amplify your workout/sport Activation & Recovery to keep you injury free and amplify performance and SPORTS HYGIENE: Personal Care products specifically formulated to be used on-the-go to aid the hygiene and refreshing needs of our community!
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 compound annual growth rate (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.
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 and the product custodian at UpUrFit, commented, “The sports and fitness community in India is growing at a rate that will double every four years. UpUrFit’s effort is to be the go-to product range that is of high relevance for this community! We endeavor to look closely at understanding the community needs. With Jonty on board, his detailed insights on what athletes and fitness enthusiasts truly need, and his perspective is already shaping our upcoming product roadmap. His involvement goes far beyond brand value. It’s product leadership and strategic insight in action.”
