What Wheelhouse 360 Partners does

Wheelhouse 360 Partners (legally Wheelhouse Advisors LP) is a private New York-based investment firm founded in 2018 that provides growth capital to consumer brands positioned at the intersection of content, community, and culture. The firm has assembled a portfolio of 15+ consumer companies spanning infant formula (Bobbie), supplements (Ritual, Momentous), connected fitness (Hydrow), sleep technology (Ozlo), frozen food (Dr. Praegers), plant-based yogurt (Coconut Cult), chips and salsa (Xochitl), cocktail mixers (Fresh Victor), licensed apparel (Homage), bags and accessories (Dagne Dover), cooking and home (Food52), interior design (Vesta), and adventure vehicles (Storyteller Overland). The firm is led by Brent Montgomery (General Partner and CEO of Wheelhouse Group) and Robert Lia (General Partner, General Counsel, and President), with Managing Principal Michael Salerno and Principal Michael Anderson on the investment team.

Wheelhouse 360's differentiator is its integration of capital with in-house operating partners that provide non-financial services to portfolio companies: Wheelhouse Entertainment produces television, documentaries, and film; Wheelhouse DNA produces podcasts and digital content and manages emerging digital talent; Wheelhouse Labs delivers cultural and entertainment marketing; and "Wheelhouses" operates invitation-only physical venues for networking and brand activations with finance, entertainment, music, and sports leaders. Portfolio brands gain access to talent seeding, celebrity partnerships, experiential marketing, content production, and high-profile investor events, capabilities typically outside the scope of a traditional consumer growth investor.

The firm's revenue model is centered on returns from equity investments in portfolio brands, with associated service flows generated through the operating partners (categorized as licensing/royalties in the input data). The go-to-market is sales-led and partnership-driven, with a selective, founder-friendly approach. The firm is headquartered in New York, operates with 51-100 employees, and reports no public revenue, AUM, or fund-size disclosures. A notable 2024 transaction was the October 2024 growth capital round for Homage, co-led with Ryan Reynolds' Maximum Effort, Winnie Capital, and Haslam Sports Group, signaling appetite for high-visibility, sports/entertainment-adjacent consumer bets.

Name

Wheelhouse 360 Partners

Legal name

Wheelhouse Advisors LP

Website

https://wheelhouse360.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Wheelhouse 360 Partners is a private New York-based investment firm that provides growth capital plus integrated content, marketing, and branding support through four operating partners to 15+ consumer brands at the intersection of content, community, and culture.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Investment Returns: Wheelhouse 360 generates returns through equity investments in portfolio consumer brands. The firm provides growth capital to selected companies and supports their development to become category leaders, with returns realized through exits or appreciation.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Wheelhouse 360 Partners (legally Wheelhouse Advisors LP) is a private investment firm that provides growth capital and integrated strategic support services to consumer brands at the intersection of content, community, and culture. The firm invests equity into 15+ consumer brand portfolio companies and supplements that capital with operating-partner services spanning TV/film production, podcasts and digital content, cultural marketing, and invitation-only physical event spaces.

Product overview

Wheelhouse 360 is a consumer investment firm that partners with breakthrough brands at the intersection of content, community, and culture. The company operates through two main offerings: (1) Strategic Support Services provided through four operating partners—Wheelhouse Entertainment (TV, documentaries, film), Wheelhouse DNA (podcasts, digital content, digital talent), Wheelhouse Labs (cultural and entertainment marketing), and Wheelhouses (invitation-only physical spaces for networking)—offering content production, brand partnerships, social content, experiential marketing, talent seeding and gifting, and podcast production; and (2) a Portfolio of 14 consumer brands spanning infant formula (Bobbie), supplements and vitamins (Ritual, Momentous), fitness technology (Hydrow, Ozlo), frozen foods (Dr. Praegers), fresh food (Coconut Cult, Xochitl), beverages (Fresh Victor), apparel (Homage), bags and accessories (Dagne Dover), home and cooking (Food52, Vesta), and specialty vehicles (Storyteller Overland).

Differentiator

Problem solved

Functional benefit

Products and services

• Bobbie Organic infant formula company and portfolio investment, the first direct-to-consumer subscription infant formula in the US, designed to meet EU nutritional standards.
• Coconut Cult

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Wheelhouse EntertainmentcoreStrategic or Co-development PartnerInternal operating partner that produces television, documentaries, and film content. Provides portfolio companies with access to content production capabilities and entertainment industry networks.
• Wheelhouse DNAcoreStrategic or Co-development PartnerInternal operating partner that creates podcasts, digital content, and manages emerging digital talent. Supports portfolio companies with content creation and influencer partnerships.
• Wheelhouse LabscoreStrategic or Co-development PartnerInternal operating partner providing cultural and entertainment marketing services. Supports portfolio companies with marketing strategy and brand positioning in entertainment and culture spaces.
• WheelhousescoreStrategic or Co-development PartnerBespoke invitation-only physical spaces that attract titans of industry across finance, entrepreneurship, music, entertainment, and sports. Available for portfolio company events and brand activations.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Forerunner Ventures: One of the most active early-stage consumer-focused VCs in the US, backing DTC and digitally-native brands across categories — directly comparable to Wheelhouse 360's consumer investment thesis, though at the earlier venture stage.
• Lerer Hippeau: NYC-based seed and early-stage consumer VC. Highly comparable given its NYC location, consumer focus, and operator-network-driven support model.
• Maveron: Consumer-only VC firm investing across DTC, fintech, and consumer services — directly comparable to Wheelhouse 360's consumer-only mandate and growth-stage orientation.
• VMG Partners: Consumer-focused growth equity firm backing emerging CPG, beauty, and wellness brands — closely comparable given its consumer-only mandate and growth-stage focus.
• Prelude Growth Partners: Growth equity firm focused exclusively on consumer brands, providing capital plus operational and strategic support — directly comparable to Wheelhouse 360's capital-plus-strategic-support model.
• Sonoma Brands: Consumer brand investment firm backing CPG and lifestyle brands with capital and operating support — closely comparable in mandate and stage.
• CircleUp: Consumer brand investment platform combining data-driven deal sourcing with capital deployment — adjacent operating model that overlaps with Wheelhouse 360's consumer focus and brand-support services.

Broad incumbents

• Benefit Street Partners: Larger multi-strategy alternatives firm with consumer and credit exposure — comparable as a broader incumbent operating in adjacent consumer investing categories, though at materially larger scale.
• Authentic Brands Group: Large brand owner-operator acquiring and licensing consumer brands globally — comparable in thesis (scaling consumer brand IP) though operating at a vastly different scale and with a buy-and-license model.

Others

• Beach House Group: Brand strategy and incubation firm partnering with founders to launch and scale consumer brands — comparable in supporting consumer brand creation and marketing, but operating as an operator/agency rather than a fund.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments31 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wheelhouse 360 Partners