Cure Fit, the domestic fitness startup, has signed a INR100 crore deal with Hrithik Roshan making him the startup’s brand ambassador for 5 years. The deal includes the actor’s equity stake in the company in lieu of cash investment, promotions and royalty from his personal brand HRX’s specialized workout plan. This plan will be introduced across Cult fitness centers operated by Cure Fit. The HRX Workout offering is expected to rake in INR250 crore annual business in the coming years.
Hrithik Roshan commented that “The idea behind this workout is to help people move better, faster and feel athletic by progressing gradually. Since its introduction, the response to the HRX Workout (at Cult fitness centers) has been welcoming with an ever-increasing roster of participants. We are delighted with this initial response and it also gives us great confidence to look at reaching out to newer markets and further the HRX vision through this partnership”. Mukesh Bansal also sounded exuded from the deal and said that “His involvement with Cure Fit will be multi-fold and we will soon launch do-it- yourself format for the HRX workout. He will also be promoting Cure Fit’s philosophy of a healthy lifestyle”.