Mumbai: South African cricket legend Jonty Rhodes has partnered with Indian sports and fitness startup UpUrFit as a strategic investor and brand ambassador, lending his global stature to a brand focused on clean, performance-driven wellness solutions.
Founded in 2023 by Munish Vig and Vikram Gunjal, UpUrFit aims to fill a critical gap in India’s sports wellness ecosystem by offering products for performance, recovery, and hygiene tailored to Indian consumers. The brand emphasizes clean ingredients, product efficacy, and accessibility for both professional athletes and everyday fitness enthusiasts.
“What struck me about UpUrFit was the clarity of its mission,” said Rhodes. “It’s not just a brand play. My family and I tested the products, and I saw the real potential. I’m proud to be part of this journey—not just as a face, but as a partner helping shape its future.”
Rhodes’ involvement goes beyond endorsement, with both co-founders crediting him for contributing valuable insights into product development. “Jonty’s feedback has already influenced our roadmap,” said Munish Vig. “His belief in our purpose is a strong validation of what we’re building.”
Operating in a sports wellness market projected to hit USD 40 billion by 2030, UpUrFit is positioning itself as a disruptor with a science-backed, athlete-first approach.
UpUrFit is expected to expand its portfolio aggressively in the coming year, with Rhodes playing a key role in strategic direction, product refinement, and community engagement
