Cricket icon Jonty Rhodes has invested in Indian sports wellness startup UpUrFit and will serve as its brand ambassador. Founded by Munish Vig and Vikram Gunjal, the company offers products focused on recovery, pain relief, and hygiene. Launched in 2023, UpUrFit targets India's fast-growing fitness market, expected to reach $40 billion by 2030, driven by rising health and performance awareness.