Manna Tree Partners is investing in a healthier future.
A wellness-focused private equity firm, Manna Tree helps category-defining companies scale revenue and reach national distribution.
On this week’s episode, co-founders Ellie Rubenstein and Ross Iverson discuss deal sourcing strategy and establishing wellness as an asset class.
We also cover:
Generational spending shifts
Sector-specific risks and challenges
Specialization vs. broad approach investing
The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions for fitness and health facilities.
Chapters: (00:00) Introduction
(00:13) Background and founding of Manna Tree Partners
(04:19) Building a brand as a private equity firm
(08:17) Travel, relationship building, and platform development
(10:24) Team growth and applicant interest in wellness investing
(10:42) Evolution from food and beverage to broader wellness focus
(16:42) Category creation vs. company identification investment approach
(22:15) The protein thesis and long-term consumer trends
(23:02) Finding categories vs. finding companies – deal sourcing strategy
(26:23) Generational spending shifts and data-driven wellness decisions
(28:23) Early adoption phase of wellness as an asset class
(30:32) Limited partner perspectives and institutional capital allocation
(35:56) Specialization vs. broad approach in wellness investing
(39:24) Potential risks and challenges facing the wellness sector
(45:00) Future outlook and accessibility of wellness products globally
(46:00) Conclusion
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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