Jonty Rhodes finds his new team in India, puts his money on UpUrFit

South Africa's former cricketer Jonty Rhodes has joined Indian sports and fitness brand UpUrFit as a strategic investor and brand ambassador, becoming directly involved in the company’s product development and mission.
Widely regarded as one of the greatest fielders in cricket history, Rhodes has aligned himself with the Indian-born startup that focuses on performance, recovery, and hygiene products tailored for Indian sports and fitness enthusiasts.

UpUrFit was co-founded by Indian entrepreneurs Munish Vig and Vikram Gunjal in 2023 to serve what they saw as an underserved space in India’s growing fitness sector. The brand centres its efforts on clean ingredients, real efficacy, and products suited to everyday athletes.

Speaking about his association with the company, 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.”

According to a joint report by Deloitte and Google, the broader sports wellness industry in which UpUrFit operates is projected to reach USD 40 billion by 2030, growing at a compound annual growth rate (CAGR) of 19%. The Indian market is witnessing increasing consumer interest in fitness, preventive care, and performance recovery, trends that UpUrFit aims to serve with high-quality, accessible wellness solutions.

UpUrFit has positioned itself as a disruptor within this space by offering products that address pain relief, recovery, and hygiene needs, particularly among fitness enthusiasts. The brand claims to bridge the gap between professional athletic standards and the needs of the everyday Indian.

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, the other co-founder, said that Rhodes’s input had already begun to shape the brand’s development roadmap. “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.”

As the brand expands its portfolio, it continues to promote its purpose-driven identity—aiming to become a major name in India’s growing fitness landscape. The company describes itself as “built on science, endorsed by legends, and made for everyday performance”.