We instantly recognized the potential of a Brooklyn-born running brand that was building for a 3.0 version of a community (not the other way around).

We saw a delightfully unreasonable founder - a founder that everyone overlooked because they didn’t fit the mold - with a radical hardware-software-content play in fitness.

We saw two founders with a 100-year vision built on the shoulders of a product suite from Harry’s that believed, “man can get better”.

We recognized the opportunity to “import” the coastal excitement around wellness into the midwest with an extremely efficient, high-margin skincare clinic.

We witnessed a groundswell of fandom around a chocolate bar with rational attributes (paleo, vegan, no sugar alcohols) that was perfect for the rise of Eating Identities.

We saw a founder that possessed a unique blend of a desire to learn and infectious conviction, that was going to make a skincare brand that a Generation was yearning for.