Legendary cricketer Jonty Rhodes has officially joined Indian sports and fitness brand UpUrFit in a dual role as strategic investor and brand ambassador. The partnership signals a major move for the homegrown brand as it aims to scale its presence in the performance and wellness space.
Founded by Munish Vig and Vikram Gunjal, UpUrFit is focused on delivering products that address performance, recovery, and hygiene for Indian athletes and fitness enthusiasts. With an emphasis on clean ingredients and tested efficacy, the brand positions itself as a solution for the often overlooked needs in the Indian sports nutrition and care ecosystem.
Jonty Rhodes shared his excitement about the collaboration, noting that his decision was shaped by a personal trial of the products. He highlighted that his involvement is rooted in belief, not branding, and praised the brand’s clarity of purpose and focus on clean formulations. Rhodes stated that his role goes beyond promotion and includes strategic support to shape the brand’s journey.
Co founder Vikram Gunjal expressed that Rhodes embodies the qualities the brand strives to stand for—resilience, performance, and commitment. His alignment with the brand’s mission is seen as a powerful endorsement of its purpose and ambition.
Munish Vig added that Rhodes has already begun contributing valuable insights that are influencing the brand’s future product development. According to him, this collaboration reflects more than just marketing muscle. It reflects a shared vision and leadership aimed at delivering real value to athletes at every level.
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