AURA Sports Cream founder encourages aspiring entrepreneurs to apply for DkIT New Frontiers Phase 2

Hugh Staunton, co-founder of AURA Sports Cream, completed both Phase 1 and Phase 2 of the programme and credits the experience with helping transform an idea into one of Ireland's fastest-growing natural recovery brands.

Launched by Hugh and his brother Rory, AURA Sports Cream is a natural muscle and joint recovery cream inspired by traditional remedies the brothers discovered while travelling in Austria.

"We came across natural remedies in a local Austrian pharmacy that used ingredients you don't often see in Ireland," said Hugh.
"The key ingredient is Capsicum frutescens from chilli peppers. We saw an opportunity to develop a natural recovery product that could genuinely help GAA players, sportspeople and anyone leading an active lifestyle.

Knowing they needed the right support to bring their idea to market, Hugh applied to the DkIT New Frontiers Programme.

"I wanted real experience and connections in the startup world," he said

"New Frontiers felt like the right place to take our idea from a concept and actually make it happen."

Since completing the programme in 2025, AURA Sports Cream has grown rapidly and is now stocked in more than 440 pharmacies nationwide, with expansion into Northern Ireland and the UK already underway. The business is also developing new products to expand its range.

Reflecting on his experience, Hugh said the programme played a pivotal role in the company's progress.

"The DkIT New Frontiers Programme was brilliant. Completing both Phase 1 and Phase 2 gave us solid connections, great interdisciplinary input and access to experienced mentors who challenged and supported us throughout the journey. It really accelerated our progress and made a huge difference to where AURA is today.”

He is now encouraging anyone with a business idea to take the opportunity.

"If you're thinking about starting a business, I'd strongly encourage you to apply. The programme gives you the time, support and confidence to properly test your idea and build a real business. You'll meet experienced entrepreneurs, receive expert mentoring and become part of a network that continues long after the programme ends. It was one of the best decisions we made.”

Applications are now open for Phase 2 of the DkIT New Frontiers Programme, a full-time six-month accelerator programme designed to help early-stage entrepreneurs develop, validate and grow their businesses.

Funded by Enterprise Ireland, the programme offers a support package worth more than €30,000, including a €15,000 tax-free allowance (subject to eligibility and satisfactory performance). Participants also benefit from one-to-one mentoring, expert workshops, milestone reviews, access to Enterprise Ireland's Market Research Centre, free co-working space, and access to DkIT's resources. Importantly, participants retain 100% ownership of their business, with no equity taken.

The programme is open to entrepreneurs across a wide range of sectors who are committed to developing an innovative business with growth potential.

The deadline for applications is midnight on Sunday, 19 July 2026.

Entrepreneurs with an innovative business idea are encouraged to apply now and take the first step towards building a successful, scalable business.

Applications can be made online at https://submit.link/54W or by requesting an application form via [email protected].