From an Idea to 450 Pharmacies: How AURA Sports Cream Is Expanding to the U.S.
“Take the resources that are available to you, jump two feet in, and don’t be afraid to pivot.”
That’s the advice from Rory Staunton, an entrepreneur originally from Ireland, and co-founder of AURA Sports Cream.
AURA Sports Cream is a natural pharmaceutical product for athletes and fitness enthusiasts that heals and relaxes muscles. Its main ingredients are chili pepper extract and aloe vera.
Rory and his brother Hugh came up with the idea while traveling in Austria, noticing the natural warming remedies used by mountain communities to keep moving through cold. After seeing a lack of natural muscle recovery products on the market in Ireland, they decided to create one themselves. They wanted to develop a product made with all-natural ingredients that people could trust.
As the company began to grow in their home country, the pair began to explore opportunities in the United States. While studying at the University of Notre Dame and participating in the Race to Revenue program, Rory took the opportunity to test whether AURA Sports Cream could succeed in the U.S. market.
But taking AURA Sports Cream beyond Ireland meant stepping into unfamiliar territory. Before taking the leap, Rory and Hugh needed to answer some big questions: Could the product be manufactured in America? And what challenges would come with expanding a young company on such a large scale?
To help find answers to these questions, Rory applied for a Proof of Concept Fund (PoC Fund) award through Startup South Bend – Elkhart. The PoC Fund allowed AURA Sports Cream to explore U.S. manufacturing options and determine whether producing the product in the United States was realistic and manageable.
“The funding was instrumental,” Rory said. “It really de-risked our market entry.”
As Rory spent more time learning about the U.S. market, he realized it operated much differently than what he was used to in Ireland. Many pharmacies in his home country are independently or privately owned, so introducing a new product often means sitting down with the owner and explaining the details of why it’s worth selling.
In the U.S., it isn’t that simple. Large chains like CVS and Walgreens make purchasing decisions at the corporate level, so it’s more challenging for a new brand to launch. The PoC grant empowered Rory to identify this obstacle and adjust his strategy before making a decision.
Now, the company has adapted. Rather than chasing retail shelves right away, AURA is focusing on selling directly to consumers online while building relationships that could eventually open the door to larger retail partnerships.
The PoC grant also opened to the door for Rory to focus on behind-the-scenes work. The additional funding helped cover testing with U.S. manufacturers, trademark protection, product samples, travel, and meetings with potential partners. Every step brought the company closer to answering their initial question: whether or not AURA could successfully be made and sold in the United States.
Based on the results in Ireland, the answer looks like a strong yes.
Just six months after launching in Ireland, AURA Sports Cream can now be found in around 450 pharmacies nationwide. For Rory, seeing the product on store shelves has been one of the most rewarding parts of the journey.
“I’m most proud of actually having a physical product that we can stand behind,” he said. “Something you can hold, be proud of, and give to someone that’s commercially available.”
Now, they are in the final stages of securing U.S. manufacturing and completing the necessary steps to launch in America. While the goal is to have product ready by the end of 2026, Rory expects a full launch in early 2027.
In addition to the U.S. expansion, his team is also developing a second product, AURA Ice, a natural cooling cream that will go along with the original warming formula.
Looking back, Rory says the Proof of Concept Fund gave AURA Sports Cream something every startup needs: the chance to test their idea before taking a major risk. Instead of guessing what might work, they were able to gather real feedback, make adjustments, and move forward.
If you have an innovative idea but aren’t sure what comes next, the Startup South Bend- Elkhart Proof of Concept Fund can help you take that first step. Whether you need to build a prototype, test your idea, or validate your concept in the market, the fund is designed to help you move from a great idea to something real. Like AURA Sports Cream and many others, your idea could become the next success story.
Learn more about the Proof of Concept Fund and other entrepreneurial resources available through Startup South Bend – Elkhart and take the first step toward turning your concept into reality:
Check out AURA Sports Cream’s website
Learn more about Startup South Bend – Elkhart