HRX's Ajay Singh on Building India’s Fitness Culture, One Everyday Athlete at a Time

In a country where fitness was once viewed as either aspirational or extreme, HRX entered the conversation with a grounded yet ambitious idea: fitness is not reserved for athletes or gym regulars—it belongs to everyone. What began as a fitness-focused apparel brand has today evolved into one of India’s most recognisable homegrown lifestyle brand. As Ajay Singh, the Business Head for HRX, explains, “From the very beginning, HRX has been driven by a clear mission of touching the lives of a billion Indians and enabling them to become the best version of themselves.”

 “From inception, we were clear that fitness is not limited to one category. It is a way of life,”Singh says. While fitness wear continues to remain the brand’s core, the decision to expand into nutrition, lifestyle and travel was deliberate. “We recognised early on that a truly meaningful impact required a more holistic approach,” he adds, underlining the philosophy that has guided HRX’s evolution.

The Everyday Athlete Philosophy

At the heart of HRX lies the idea of the Everyday Athlete—a concept that feels especially relevant as Indian consumers redefine fitness on their own terms. HRX does not design only for seasoned athletes, but for people navigating everyday responsibilities. “At HRX, we stand for people across every stage of their fitness journey—not just seasoned athletes, but especially those who aspire to be fitter and are waiting for the right nudge to begin,”Singh explains.

“The Everyday Athlete is someone who hustles through work, business, home and family, yet still finds fifteen or thirty minutes to focus on their health,”Singh says. This understanding informs the brand’s approach to product design and messaging. “We are building an ecosystem that reassures people that it is okay to work out three times a week or run five kilometres. What matters is commitment and consistency.”

Balancing Performance and Lifestyle

Operating across apparel, nutrition, gyms, cafes and travel gear requires a careful balance between performance-driven functionality and lifestyle appeal. For HRX, the answer lies in viewing fitness as a set of daily choices. “We fundamentally believe that fitness is a lifestyle. It is shaped by the choices you make every single day,” Singh notes.

This philosophy has shaped initiatives beyond apparel, including Mission Protein India, launched in partnership with Country Delight. The initiative reflects HRX’s intent to support everyday fitness in practical ways. “From how you move, to what you eat, how well you sleep and how you hydrate, each decision contributes to long-term progress. Our role is to enable better choices across all these touchpoints,” Singh explains.

Staying relevant in a fast-changing market requires constant listening. One of the strongest insights shaping HRX’s recent innovations has been the rise of fitness tourism. “Our consumers consistently expressed the need for products that support an active lifestyle while travelling,”Singh says.

This insight led to the creation of categories that sit naturally at the intersection of fitness and travel. The HRX luggage range was designed with functionality at its core, while the HRX Frido barefoot range addressed a specific consumer need.

Partnerships, Community and the Homegrown Advantage

Collaborations have been a key growth lever for HRX, but the brand approaches partnerships with caution and clarity. “Every collaboration is evaluated on shared values, intent and long-term alignment,”Singh says. This ensures that partnerships strengthen, rather than dilute, the brand’s core philosophy.

As a homegrown brand competing with global players, HRX’s advantage lies in its deep understanding of India. "We focus on delivering quality products at price points that are accessible to Indian consumers," Singh explains. Beyond products, HRX actively engages with fitness communities across the country—through running groups, calisthenics and initiatives like HRX workouts with Cult—helping build a movement rather than just a brand.

Looking Ahead

The Indian fitness market is clearly shifting toward sustainability over extremes. "People are moving away from extreme transformations and embracing small, consistent changes," Singh observes. This mindset aligns closely with HRX’s long-term vision.

For the brand, success is defined by consistency and commitment rather than speed. The goal, ultimately, remains simple yet powerful: “Making India fitter, one Everyday Athlete at a time."