10club acquires Aurion; strengthens its sports & fitness category
10club, an e-commerce aggregator that acquires digitally native businesses with the aim of growing them 10x, has rolled up Aurion, a sports & fitness equipment business. Founded by brothers Harkirat Singh and Satvinder Singh who have deep design and manufacturing expertise in the sport and gym product categories, Aurion offers customers high quality ankle weights, gym belts, medicine balls, dumbbells, skipping ropes and other such training and fitness equipment. This is 10club’s third acquisition in the sports and fitness category after Skudgear and Rapidotzz.
Based in Jalandhar, the duo used to work in a factory before they decided to take the entrepreneurial plunge. Rather than sourcing their products, they focused on building design and manufacturing capabilities over the years. A journey that started on a small parcel of land has now grown to operations spread across three factories.
Elaborating on the acquisition, 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.
While Aurion was initially an offline play, the founders understood the importance of going digital early on when they listed their ankle weights on Amazon in 2013. Since then, they have expanded their product portfolio based on customer feedback and returns.
Both Harkirat and Satvinder strongly believe in the power of customer reviews and have built progressive systems such as the feedback loop that drives product development to the culture that fosters camaraderie among the employees. This has ensured that the business has strong foundations with a lot of potential for growth. Some of their bestselling products on Amazon include their dumbbells, punching bags, skipping ropes, boxing hand wraps and gloves and weight discs.
Commenting on the acquisition, 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 sport 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.”
10club will work with the founders to explore and develop various avenues for exponential growth. Hrishikesh Thite, Partner Growth, 10club, believes there is tremendous potential in expanding the portfolio further into sporting equipment and eventually even foraying into smart tech sport equipment.
Commenting on the acquisition, he 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, earlier this year had raised $40 million in its seed round and has already acquired six brands across the sport, home (including lawn & gardening) and baby categories. 10Club partners with entrepreneurs to grow and scale the businesses by using a centralized platform model which has best-in-class-talent, processes and practices in the form of playbooks. Over the past year, they have built a pipeline of over $100 million and plans on focusing on categories such as home, sports, baby and pets.