ATHLETIFREAK NOW IN INDIA

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About Us

GREATNESS LIES WITHIN

ATHLETIFREAK is a Luxury Lifestyle brand representing our Freakish Passion for Movement.

Founded in 2021, in the Hills of Basking Ridge, NJ by Husband-Wife duo, Mo & Noor, Athletifreak celebrates the energy and greatness that lies within us all.

Built on the premise that our love for sport is a uniting force which transcends boundaries and disciplines. Be it a Triathlete, Yogi, Golfer, Crossfitter, Runner or Dancer - While we may practice & compete in different arenas, We ignite from the same energy -- The Pregame butterflies, The sweet pain of the grind, The wicked attention to detail, The intense passion and heightened emotion, The heartbreak of defeat, and That sweetness of celebration.

Fueled by positivity and strength of community, Our Vision is to inspire a collective well-being by empowering Movement today to unleash a healthier tomorrow. More than a brand, Athletifreak is a Mentality, a Community and a Lifestyle that celebrates your freakish passion for movement.

" We all have a fire within. Our calling is to dig deep, harness that energy and Unleash the light into our daily grind”

MO & NOOR WADHWANI

Co-Founders, CEO | Athletifreak


ATHLETIFREAK was born at the intersection of motion and mindset, built by two people who live it every day.


Noor Wadhwani — Creative Director, Brand Soul
Delhi-born, U.S.-shaped, and globally driven, Noor Wadhwani brings the artistic firepower to ATHLETIFREAK. With roots in fashion and interior design, she’s spent her life obsessed with the details that shape how we feel, move, and show up in the world. Her lens is bold yet intentional. Edgy, but never empty.
Noor’s design vision is the backbone of the brand—elevated, minimalist, and purpose-charged. She believes movement isn’t just something you do—it’s something you live. ATHLETIFREAK reflects that philosophy in every stitch, silhouette, and story.

"To me, design is energy. And energy, when worn with purpose, changes everything."


Mo Wadhwani — Brand Catalyst, Everyday Muse
Mo is the fire behind the function. A multi-hyphenate force—corporate executive, Ironman triathlete, vegan, and proud dad—he lives the hybrid, high-performance lifestyle that ATHLETIFREAK is built for. His daily routine moves from boardrooms to bike rides, from bedtime stories to brick runs.He’s not just co-founder—he’s the muse. Every product, every collection, carries a piece of Mo’s world: resilience, precision, discipline, and heart.

"Mo is the living embodiment of the ATHLETIFREAK ethos—relentless, grounded, and built different."

Two Sides. One Vision.
Where Noor brings creative instinct, Mo brings structured intensity. One is design. The other is discipline. Together, they’re the head and the heart of a brand that doesn’t just make activewear—it makes momentum.
"When we come together, something sparks. Strategy meets storytelling. Grit meets grace. That’s where the magic lives—and that’s what drives ATHLETIFREAK."

SHAHID KAPOOR & MIRA KAPOOR

Strategic Investors | Athletifreak India


With a shared passion for movement, wellness, & self-expression, Shahid Kapoor & Mira Kapoor bring a powerful perspective to Athletifreak India — one that is equal parts creative, cultural, & strategic.


As long-term advocates of fitness & conscious living, they play a key role in shaping the brand’s aesthetic direction, cultural relevance, & voice. Their involvement extends across design discussions, product evolution, & brand storytelling — ensuring Athletifreak consistently reflects the aspirations of a modern, style-conscious India.


Mira Kapoor brings a nuanced, intuitive understanding of the contemporary Indian consumer — especially women who balance functionality with fashion in their everyday routines. Her clarity in visual storytelling and detail-driven approach elevates the brand’s lifestyle narrative.


Shahid Kapoor, known for his relentless discipline and deep connection to performance, infuses the brand with energy, precision, & forward-thinking vision contribute meaningfully to Athletifreak’s long-term creative & product roadmap.


“Athletifreak stands for a mindset — showing up, staying consistent, &feeling good while doing it. That spirit is what drew us in.”


PRIYA & VIDHIT TULSHAN

CEO, COO | Athletifreak India


Driving the vision and momentum behind Athletifreak India are Priya and Vidhit Tulshan — a dynamic leadership duo focused on building a purpose-driven, performance-first brand that speaks to India’s growing community of movement seekers.


Priya brings a sharp eye for brand thinking, consumer behaviour, and long-term strategy. With a strong foundation in building businesses and teams, she leads Athletifreak’s brand direction, retail planning, and category expansion, ensuring every decision is grounded in intent and future-focused growth.


Vidhit, with his deep expertise in finance, operations, and systems, anchors the backbone of the business. As CFO and COO, he drives structure, scalability, and supply chain stability — building the core engine that keeps Athletifreak lean, agile, and ready to grow.


"Athletifreak is built for the modern Indian consumer — someone who leads with purpose, moves with intention, and deserves products that match that energy."