How Tungsten Fitness Used Suniel Shetty and Aditya Roy Kapoor to Build a High-Luxury Fitness Brand

Discover how Tungsten Fitness strategically utilised celebrity endorsements with Suniel Shetty and Aditya Roy Kapoor to build authentic brand credibility, increase organic online engagement, and deeply connect with fitness enthusiasts across Navi Mumbai’s diverse urban markets.

In a market that thrives on connection and credibility, aligning with the right face is not just about visibility. It’s about value. The Indian fitness industry has experienced significant growth in recent years. With $1.9 billion in revenue generated in 2022 and a projection of $2.5 billion by 2028, this sector shows no signs of slowing down. Urbanisation, increased disposable incomes, and growing health consciousness are changing how Indians approach fitness and how fitness brands approach consumers.

At Tring, we’ve had the privilege of being a part of this shift, particularly in our collaboration with Tungsten Fitness,  a premium gym brand born in Navi Mumbai. We had the opportunity to support them in choosing the right celebrity endorsement. 

About Tungsten Fitness: A Vision Taking Shape

Tungsten Fitness opened its doors in November 2022. The flagship branch is located in Ghansoli, Navi Mumbai, and operates with a vision that blends luxury with inclusivity. The gym offers strength training, cardio, Zumba, yoga, CrossFit, MMA, steam rooms, saunas, and even jacuzzi services. It isn’t just a place to work out,  it’s a lifestyle center designed to meet the modern Indian fitness enthusiast’s needs.

Behind this vision is CA Vishal Mangal, a finance professional turned entrepreneur. With a sharp understanding of operations and an even sharper understanding of brand value, Vishal Mangal launched Tungsten Fitness with the idea of offering a premium gym experience to the masses,  premium in experience, accessible in attitude. Co-founded with Mukta Mangal, the gym is run under the company Tungsten Fitness Pvt. Ltd., registered with an authorized capital of ₹1 crore and an active business status.

But a vision needs a voice. And in a country where personality shapes perception, choosing the right endorsers was a critical next step.

Why Suniel Shetty was the Right Fit for Tungsten’s Nerul Launch

Tungsten Fitness wasn’t looking for a celebrity who merely posed for cameras. They wanted someone who mirrored their brand values, someone grounded, consistent, passionate about fitness, and real. Suniel Shetty ticked all the boxes. Suniel Shetty had been gaining renewed attention across audiencesin recent years. Known for his disciplined lifestyle, his sharp yet relatable presence, and a resurgence in web series and movies, he had become a figure of trust and transformation. He wasn’t just a film star,  he was a health icon. Someone whose name brought with it a legacy of grit, age-defying strength, and steady relevance.

The Thought Behind the Partnership

So when the idea was discussed,  to bring him in not just as a guest, but as a symbol,  the resonance was immediate. Tring facilitated this collaboration, understanding how Suniel Shetty’s persona would anchor Tungsten’s message: elite but open, serious but approachable.

His appearance at the Nerul inauguration created immediate buzz. The announcement was made on November 23, 2024. Within days, we saw organic spikes in curiosity, footfall, and online engagement. A single reel from the event crossed 69,000 views and over 20,500 likes, with no paid amplification. That is the power of a well-matched celebrity partnership. It does not just bring numbers. It brings a lasting emotional imprint.

The Buzz It Created

For Tungsten, Suniel Shetty was more than just a face. He embodied the core of their fitness philosophy. The event brought attention, but more importantly, it brought credibility. And that is what stays. When Suniel Shetty was announced as the guest of honor for the launch, the response was swift. Google Trends reflected a noticeable spike in searches around Tungsten and Suniel Shetty in the same week. That is the power of thoughtful endorsement. It grabs instant attention and converts it into emotional and digital engagement.

Tungsten Fitness and Aditya Roy Kapoor: Connecting with the Youth 

Why Aditya Roy Kapoor?

Aditya Roy Kapoor was a clear choice. Known for his charismatic personality, quiet charm, and serious fitness regimen, Aditya connects deeply with India’s younger demographic. He represents a lifestyle that blends effort with ease. Someone who works hard but makes it look effortless. When we at Tring facilitated this collaboration, the goal was simple. We wanted the launch to feel exciting, aspirational, and fresh. Aditya's presence brought exactly that. 

Importantly, with more women actively joining gyms and prioritizing fitness, understanding and catering to their perspective became equally vital. Aditya Roy Kapoor enjoys a strong female fan base, and bringing him on board was a smart move to appeal to the growing segment of female gym-goers. His approachable, balanced image added a layer of relatability that resonated across genders, making the endorsement all the more powerful.

The Thought Behind the Partnership

Following the success of Nerul, Tungsten Fitness expanded to Sanpada. Located on Palm Beach Road, this area is a hub for younger professionals and students. This crowd is energetic, trend-aware,  with an endless stream of health-conscious youth, from college-goers to young professionals, the brand needed a presence that could reflect this active culture and energy. Sanpada was never about opening another site; it was a clear move to establish a new level of engagement.

The Impact on Launch Day

The event took place on May 24, 2025, and we observed a spike on Google Trends around the gym on the very same day. People were not just attending. They were talking, searching, and sharing. That is when you know the endorsement has worked. 

What made this collaboration different was the subtlety. There were no loud promotions. Just an experience that matched the expectations of the area’s crowd. The audience walked in expecting luxury. They left with a connection. And that is what Aditya helped deliver.

Want to Amplify your Brand?

How to Choose the Right Endorser for Your Brand

Choosing the right celebrity is not just about who is trending. It is about who belongs to your story. Here are a few things we keep in mind while curating the perfect match:

1. Understand the Brand Personality: Every brand has a tone, a voice. Some are bold. Some are mindful. Others are fun and young. Your endorser should be a natural extension of that personality. Suniel Shetty matched Tungsten’s grounded and reliable image. Aditya Roy Kapoor suited their youthful and stylish expansion.

2. Know Your Audience: Sanpada and Nerul are different. One has a more established, mature fitness crowd. The other is buzzing with young professionals and students. Recognizing this helped us choose faces that could speak directly to those specific groups.

3. Timing Matters: Endorsements are most effective when the celebrity is already part of the public conversation. Suniel Shetty was appreciated for his discipline and appearance in the web series. Aditya Roy Kapoor had several recent releases and was trending across media. This gave the campaigns a natural boost.

4. Evaluate Authenticity: Not all popular names are believable in every space. The fitness industry is very personal. People follow those they trust. That is why authenticity cannot be compromised. Both Suniel and Aditya are known for their consistent workout routines and health choices.

5. Think Beyond the Launch: The best endorsements create long-term memory. That happens only when there is a fit not just in name, but in story. A successful collaboration should allow content, conversations, and community-building to grow over time. Think reels, interviews, wellness conversations, fitness tips, and more.

In Conclusion

What we created with Tungsten Fitness was not just a campaign. It was a brand narrative. A moment in the company’s journey that people could remember and talk about. When you choose a celebrity not just for their fame but for their fit with your brand, the impact multiplies.

We at Tring take pride in bringing these kinds of stories to life. Celebrity endorsement is a powerful tool when it is done with clarity and care. With Suniel Shetty and Aditya Roy Kapoor, Tungsten Fitness was able to plant its flag not just in locations, but in people’s minds. And for us, that is always the goal. To help brands not just be seen, but to be understood.

Want to spark conversations and drive engagement? Let us connect you with the celebrity power your brand deserves.