The Rising Importance of Athlete Recovery in Modern Hockey

The demands placed on modern hockey players are immense. Beyond skill and strategy, peak performance hinges on physical resilience, rapid recovery, and proactive injury prevention. This is particularly true in a demanding league like the Hockey India League, where matches are frequent and the competition is fierce. Teams are increasingly investing in sports science and athlete welfare programs, recognizing that a healthy, well-supported squad is a winning squad. This trend has created a growing market for specialized products and services focused on athlete recovery, a space Frido is strategically positioned to fill.

Soorma Hockey Club: A New Force in Indian Hockey

Soorma Hockey Club, representing the hockey-rich state of Punjab, is a franchise built on a foundation of modern training methodologies and a commitment to athlete well-being. The club’s roster boasts prominent Indian internationals, including star players Savita Punia and Harmanpreet Singh. Under the guidance of former India captain Sardar Singh, who serves as coach and mentor, Soorma Hockey Club aims to not only compete at the highest level but also to cultivate the next generation of Indian hockey stars. Do you think a focus on sports science will be the key differentiator for teams in the Hockey India League?

Frido’s Commitment to Performance and Empowerment

Frido’s decision to partner with Soorma Hockey Club reflects the brand’s broader strategy of aligning with high-impact sports where physical demands are paramount. The company will serve as the official comfort partner, providing a comprehensive range of orthopaedic support and recovery products to players and support staff. This includes knee supports, ankle braces, plantar fasciitis solutions, posture correction aids, and compression-based recovery gear. These products will be seamlessly integrated into training regimens, match preparation, and rehabilitation protocols.

“At Frido, we believe elite performance deserves the right comfort and recovery support,” stated Frido Co-founder and CEO, Ganesh Sonawane. “Partnering with Soorma Hockey Club allows us to extend this support equally to both men’s and women’s teams, reinforcing our commitment to empowering women in sports through meaningful, performance-led solutions.”

Karan Yadav, Chief Commercial Officer of JSW Sports, echoed this sentiment, adding, “Our players operate in an environment where physical readiness and recovery are non-negotiable. Frido’s deep understanding of ergonomics and athlete support aligns seamlessly with our approach to high-performance sport, making this partnership a strong fit for our teams.”

This partnership isn’t just about providing products; it’s about fostering a culture of proactive athlete care. How will this emphasis on recovery impact the long-term careers of hockey players in India?

Frequently Asked Questions About the Frido & Soorma Hockey Club Partnership

• What is Frido’s role as the official comfort partner of Soorma Hockey Club?

  Frido will provide its range of orthopaedic support and recovery solutions to Soorma Hockey Club’s players and support staff, focusing on injury prevention, physical conditioning, and post-match recovery.

• Which specific products will Frido be supplying to the team?

  Frido will supply products including knee supports, ankle braces, plantar fasciitis solutions, posture correction aids, and compression-based recovery products.

• When will the Hockey India League begin?

  The women’s Hockey India League is scheduled to begin on December 28, 2025, followed by the men’s league commencing on January 3, 2026.

• How does this partnership align with Frido’s overall brand strategy?

  This partnership aligns with Frido’s strategy of associating with high-impact sports where durability, recovery, and physical resilience are crucial for performance.

• What is the significance of Soorma Hockey Club representing Punjab?

  Punjab has a deep-rooted hockey legacy, and Soorma Hockey Club aims to build on that tradition while emphasizing sports science and athlete welfare.