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10club solidifies sports & fitness category through Aurion acquisition

Aurion started as an offline entity but soon understood the power of digital media.

10club, an e-commerce collector has announced the acquisition of the sports & fitness equipment business, Aurion. In a strategy to obtain digitally native businesses with the target of growing them 10x more, this deal was massive for 10club. After acquiring Skudgear and Rapidotzz, this is 10club’s third procurement in the sports and fitness category.

With experience in deep design and manufacturing, the founder brothers, Harkirat Singh and Satvinder Singh has a grip in this business of the sport and gym product categories. The company offer gym belts, medicine balls, high-quality ankle weights, dumbbells, skipping ropes and further such training and fitness gears.

The company is situated in Jalandhar where the brothers used to work in a factory before they decided to take the entrepreneurial plunge. The duo focused more on designing manufacturing capabilities than just sourcing products. The growth which the brothers together has achieved is humongous.

Deepak Nair, Co-Founder and COO, 10club, said “Sports & Fitness is one of the fastest-growing categories in our country. With its in-house product development capabilities and intrinsic understanding of the sports goods market, Aurion is well-positioned to achieve further scale in this category. We, at 10club, are very excited to partner with Satvinder and Harkirat in realising their dream of building a large “Made in India” sports brand.” 

Aurion started an offline market but soon understood the power of digital media and straightaway listed their ankle weights on Amazon in 2013. Ever since then, they are unstoppable and reviews of their products confirm the same.

Both Harkirat and Satvinder believe in customer reviews and have constructed systems such as the feedback loop that helps product development to the culture that nurtures camaraderie among the employees.

Harkirat Singh and Satvinder Singh, Founders Aurion, said, “We started by selling one product on Amazon years ago and today we have built an enterprise that develops some of the highest quality products in the sports category in India. We have always dreamt of growing Aurion to an INR 200-300 Cr brand and we are excited to embark on that journey with 10club.”

The deal will see both entities explore and develop various avenues for exponential growth. Hrishikesh Thite, Partner Growth, 10club, also believes there is great potential which can grow its collection into sporting equipment and eventually even plunder into smart tech sport equipment.

On the association, Hrishikesh Thite, said, “Aurion is among the category-leaders, driven by the entrepreneurial DNA of the Singh brothers coupled with a unique focus on customer delight and manufacturing locally in India. We at 10club are very excited to enable the growth journey further, leveraging our extensive expertise in sourcing, category management, product & channel expansion, and branding & marketing. In the future, we foresee Aurion to be the brand of choice for both professional and casual sports enthusiasts.”

10club, this year raised almost around $40 million and has already acquired six brands across the sport. The company partners with different entrepreneurs to grow and scale the businesses by using a centralized platform model. An idea of over $100 million and strategies on focusing on categories such as home, sports, baby and pets has been built by 10club.

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