Cristiano Ronaldo Enters Recovery Tech Space with AVA

Marketed to athletes, Ronaldo’s AVA will compete with Hyperice and Therabody

Soccer pro Cristiano Ronaldo is rounding out 2024 with a new venture, AVA, a recovery technology brand featuring recovery boots, massage guns and light, heat and cold therapy devices.

Ronaldo announced the launch of AVA—a shortened moniker for Advanced Recovery for Athletes—on social media, sharing that he’s poured his athletic experience into the recovery tech brand to help others improve their recovery game and increase their performance.

It’s Ronaldo’s latest move in the fitness and wellness industry, having partnered with Avanutri to bring AVA to the forefront of the booming recovery space and compete with the likes of Hyperice and Therabody.

The Al-Nassr Football Club player recently made an undisclosed yet sizable investment in personalized supplement maker Bioniq, upping its valuation to $82 million. Earlier this year, Ronaldo also launched Erakulis, a wellness app, and signed with human performance wearable brand Whoop as an investor and brand ambassador.

The Portugal-based AVA also sells an AquaBag Ball and AquaBag Cylinder as home-based fitness gear.

Recovery technology has become more than a trend, with even everyday fitness enthusiasts engaging in post-workout treatments as part of their holistic health and fitness regimen.