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
Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider
Website: mannatreepartners.com
LinkedIn: linkedin.com/company/mannatree
Ellie Rubenstein: www.linkedin.com/in/gabrielle-ellie-rubenstein-09a402136/
Ross Iverson: www.linkedin.com/in/rossiverson/
-
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. Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Investments: https://capital.fitt.co/
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
