Cricketer KL Rahul joins D2C fitness brand Boldfit as an investor and brand ambassador

Bengaluru-based direct-to-consumer (D2C) fitness brand Boldfit has onboarded Indian cricketer KL Rahul as their new strategic investor and brand ambassador.

While the startup didn't disclose the financial terms of the deal, the partnership aims to leverage Rahul's influence to enhance the brand's market presence. 

“Being a part of Boldfit feels like coming home. As a Bengaluru boy, I'm proud to join forces with a brand that shares my love for fitness and my hometown. I look forward to contributing to Boldfit's journey and inspiring others to lead healthier lives,” said Rahul.

What does Boldfit do?

Founded in 2018 by Pallava Bihani, Boldfit offers products across various categories, including fitness equipment, yoga accessories, dietary supplements, and sportswear.

The startup claims to have a served over 2.5 million customers and has partnered with IPL teams like Mumbai Indians, Chennai Super Kings, and Royal Challengers Bengaluru to create co-branded fitness accessories and fan apparel.

“Having KL Rahul on board is a huge moment for us. His dedication and drive perfectly match our brand’s values. Together, we aim to start a fitness revolution across the nation," said Bihani.

Expansion plans

Boldfit is in the process of expanding its product range and market reach. The startup plans to introduce new products, expand its footwear and athleisure lines, and establish a stronger presence in the Middle East.

Additionally, It aims to open 100 brick-and-mortar stores across India over the next four years. 

According to reports, the fitness market in India was valued at $20 million in 2023 is projected to grow to $32 billion by 2028, at a rate of 27% per year.