FactoryMade Ventures

What FactoryMade Ventures does

FactoryMade Ventures is a Santa Monica-based venture studio founded in 2011 that creates and incubates companies by combining industry expertise, influential Hollywood talent, and operational execution. Rather than operating a unified product platform, the studio builds and holds a portfolio of distinct ventures across entertainment, hospitality, food & beverage, and live experiences: Gate 52 (a venue and promoter acquisition platform), P/S LAX (premium VIP suite and private gate at LAX, joint-ventured with TPG Growth), White Pine Music Ventures (live entertainment), Enroot (non-alcoholic beverage brand co-developed with Brad Pitt and the James Beard Foundation), Miraval Olive Oil (gastronomic extension of the Miraval brand), El Rey Rebel (an English-language Fast Channel for the US LatinX market co-developed with Robert Rodriguez and backed by Univision, Miramax, and Netflix), and Lucha Underground (an entertainment IP franchise co-developed with MGM, distributed on Apple TV and Amazon Prime).

The studio's business model is venture-building by talent attachment: FactoryMade sources concepts, pairs them with celebrity or institutional co-venturers, raises dedicated capital for each venture, and contributes centralized capabilities including investment, booking, ticketing, marketing, F&B, VIP services, technology, financial analytics, sales, and sponsorship. Distribution spans streaming platforms (Apple TV, Amazon Prime), broadcast television (Univision), physical venues (Gate 52), and physical infrastructure (P/S LAX). Revenue mechanics are not publicly disclosed but appear to flow from a mix of management fees, equity stakes, and operating income across the portfolio; the most material capital event on record is the $130M+ raised for El Rey Rebel through partnerships with Univision, Miramax, and Netflix. The corporate team is lean (11–50 employees) and led by CEO John Fogelman, whose prior career as a top agent and board member at William Morris Endeavor anchors the studio's access to Hollywood talent and corporate clients.

FactoryMade serves three primary customer segments: (1) entertainment venues and promoters seeking capital and operational support (the primary segment), (2) high-net-worth travelers seeking premium airport hospitality (P/S LAX), and (3) consumers in the non-alcoholic beverage, gastronomic food, and US LatinX media segments. Customer segments are addressed horizontally through independent ventures rather than a single integrated offering. The company has no disclosed pricing model and operates with no publicly stated headcount, revenue, or institutional investor base.

Name

FactoryMade Ventures

Legal name

FactoryMade Ventures

Website

https://factorymade.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

FactoryMade Ventures is a Santa Monica-based venture studio founded in 2011 that creates and incubates entertainment, hospitality, and food & beverage companies by pairing Hollywood talent with strategic partners and capital, operating ventures such as El Rey Rebel, Lucha Underground, P/S LAX, and Enroot.

Ownership category

akta.pro rank

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Distribution channels2 records

Core offering

FactoryMade Ventures is a venture studio that creates and incubates companies in the entertainment, hospitality, food & beverage, and real estate sectors. The company partners with influential Hollywood talent and strategic investors to build, launch, and scale portfolio companies spanning media content (El Rey Rebel, Lucha Underground), live entertainment venues (Gate 52, White Pine Music Ventures), premium hospitality (P/S LAX), and consumer food & beverage brands (Enroot, Miraval Olive Oil). It provides portfolio companies with operational support including investment, booking, ticketing, marketing, financial analytics, and sponsorship services.

Product overview

FactoryMade Ventures is a venture studio that creates and incubates companies in the entertainment, food & beverage, and hospitality sectors. Rather than a unified platform product, it operates a portfolio of distinct portfolio companies including Gate 52 (venue/promoter network), P/S LAX (airport VIP services), White Pine Music Ventures (live entertainment), Enroot (non-alcoholic beverages), Miraval Olive Oil (gourmet foods), El Rey Rebel (LatinX media channel), and Lucha Underground (action entertainment with MGM). Each venture operates independently with strategic partnerships with notable talent, major studios, and investors.

Differentiator

Problem solved

Functional benefit

Brands

• Gate 52: Entertainment venture acquiring and partnering with iconic venues and promoters for brand and business growth, offering investment, booking, ticketing, marketing, F&B, VIP, technology, financial analytics, sales and sponsorship services.
• P/S LAX
• White Pine Music Ventures
• Enroot
• Miraval Olive Oil
• El Rey Rebel
• Lucha Underground

Products and services

• Gate 52 Entertainment venture that acquires and partners with iconic venues and promoters to grow their brand and business, offering investment, booking, ticketing, marketing, F&B, VIP, technology, financial analytics, sales and sponsorship services.
• P/S LAX VIP suite and private gate service at LAX International Airport, launched in partnership with TPG Growth, providing premium amenities, security, and privacy for commercial flights.
• White Pine Music Ventures Live entertainment venture that builds new live music experiences from the ground up.
• Enroot Non-alcoholic beverage brand dedicated to the non-alcoholic movement, partnered with Brad Pitt, Cristina Patwa, John Fogelman and the James Beard Foundation.
• Miraval Olive Oil Food and beverage brand expanding the award-winning Miraval brand's product line to include gastronomic olive oils.
• El Rey Rebel English-speaking Fast Channel for the US LatinX market, partnered with Robert Rodriguez, having raised over $130 million in partnership with Univision, Miramax and Netflix.
• Lucha Underground Entertainment partnership with MGM creating over 200 unique IP/characters, along with a live show in downtown Los Angeles (tour expanding to 9 cities), available on Apple TV and Amazon Prime.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and flagship.

• Gate 52coreStrategic or Co-development PartnerFactoryMade acquires and partners with Gate 52, an entertainment company. They provide investment, booking, ticketing, marketing, F&B, VIP, technology, financial analytics, sales and sponsorship support.
• Brad PittflagshipStrategic or Co-development PartnerBrad Pitt partnered with FactoryMade on Enroot, a venture dedicated to the non-alcoholic movement, along with Cristina Patwa, John Fogelman, and the James Beard Foundation.
• James Beard FoundationcoreStrategic or Co-development PartnerJames Beard Foundation partnered with FactoryMade on Enroot, a venture dedicated to the non-alcoholic movement and Brad Pitt collaboration.
• Robert RodriguezflagshipStrategic or Co-development PartnerPartnered with Robert Rodriguez to launch El Rey Rebel, an authentic English-speaking Fast Channel for the US LatinX market. Over $130 million was raised in partnership with major media companies.
• MGMcoreStrategic or Co-development PartnerPartnered with MGM on Lucha Underground, creating over 200 unique IP/characters and a live show in downtown Los Angeles (tour expanding to 9 cities).
• UnivisioncoreChannel Partner/ Reseller/ DistributorPartnered with Univision for El Rey Rebel Fast Channel distribution to the US LatinX market.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Endeavor: Global sports and entertainment company built around the WMA-Endeavor merger that FactoryMade's CEO helped architect; operates talent representation, events, and IP businesses, providing the closest analog to FactoryMade's talent-driven venture model at much larger scale.
• William Morris Endeavor (WME): Talent agency where FactoryMade's CEO was a top agent and board member; comparable as the talent-relationship infrastructure FactoryMade leverages, though WME itself is a representative, not a venture builder.
• Creative Artists Agency (CAA): Global talent and entertainment agency with growing IP, brand, and venture activities; relevant as a Hollywood incumbent whose talent relationships and IP origination overlap with FactoryMade's pipeline.
• United Talent Agency (UTA): Major Hollywood talent agency expanding into IP, brand, and venture-building services; competes for the same celebrity-led brand and venture opportunities FactoryMade originates.

Emerging players

• Range Media Partners: Modern talent management and IP company representing actors, musicians, and creators while producing and investing in their projects — a comparable talent-led venture model but focused on representation first rather than independent venture studios.

Direct peers

• Hello Sunshine: Reese Witherspoon-founded media and consumer brands company that builds businesses around talent and IP; structurally similar to FactoryMade's celebrity-anchored, multi-vertical venture studio approach.
• JuVee Productions: Actor-led production and venture studio founded by Viola Davis and Julius Tennon producing content and consumer brands from celebrity IP; closely parallels FactoryMade's talent-as-founder venture model.
• Science Inc. Operating-company venture studio that builds, launches, and invests in consumer and media businesses; structurally analogous to FactoryMade's venture studio model though focused on consumer/tech rather than entertainment-talent themes.
• Idealab: Long-running venture studio that incubates and operates multiple companies across categories; provides a comparable studio model benchmark for FactoryMade's build-and-operate approach.
• Betaworks: Venture studio that builds and invests in media, consumer, and frontier-tech companies; comparable as a smaller-team venture builder operating multiple portfolio bets, though skewed toward digital rather than physical/hospitality ventures.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about FactoryMade Ventures