South African cricket legend Jonty Rhodes has partnered with Indian sports and fitness startup UpUrFit as a strategic investor and brand ambassador.
Founded in 2023 by Munish Vig and Vikram Gunjal, UpUrFit focuses on the fast-growing market for pain relief, recovery, and hygiene solutions.
UpUrFit addresses the needs of Indian fitness and sports enthusiasts through products designed for performance, recovery, and hygiene, with a focus on clean ingredients and real efficacy.
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.”
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, said, “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.”
