New Value Capital

What New Value Capital does

New Value Capital is a privately-held investment and consulting firm headquartered in Park City, Utah, founded in 2011 and operated by a four-person team led by Adam Raper and Paul Lehman. The firm invests its own capital alongside entrepreneurs in founder-led, enthusiast consumer product businesses and supplements its capital with hands-on operational consulting. Its service stack spans capital and liquidity solutions, strategy, customer experience, web design and UX, infrastructure and controls (ERP/CRM/call/email integration), and product development guidance.

The firm's portfolio reflects a deliberate vertical focus on passion-driven consumer categories: outdoor and cycling (ENVE Composites — exited 2016, Armada Skis), automotive and powersports (COBB Tuning — exited to Autometer, K&N Engineering — exited to Goldman Sachs in 2016), overland/van adventure (Owl Vans, majority recapped late 2024 with Victor Capital), and coffee/F&B (Clive Coffee, Black Rabbit Service). The thesis is to professionalize DTC-heavy but operationally under-resourced brands using Fortune 500-grade operating playbooks while co-investing personal capital to align incentives.

Revenue mechanics are mix of investment gains (realized through exits such as the $55 million ENVE sale to Amer Sports in 2016 and the K&N sale to Goldman Sachs) and professional services/consulting revenue from portfolio companies. Marketing and deal sourcing is referral-driven within enthusiast industry networks, supplemented by thought leadership content on the firm's journal. The firm targets DTC transformation outcomes — most notably a 10x expansion of COBB Tuning's DTC business within 24 months.

Name

New Value Capital

Website

https://newvaluecapital.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

New Value Capital is a privately-held Park City investment and consulting firm that deploys personal capital and hands-on DTC operating expertise into founder-led enthusiast consumer brands across outdoor, automotive, overland, and coffee categories.

Ownership category

akta.pro rank

Product category

Private Equity & Management Consulting

NAICS

Portfolio Management and Investment Advice (523940), Other Financial Investment Activities (5239)

SIC

Investment Advice (6282)

akta.pro primary industry

Consumer & Retail Growth Equity (FSANACAC)

akta.pro secondary industry

Corporate Finance & Capital Advisory (BPAHADAB)

Keywords

• Growth capital investing
• Private equity advisory
• Direct-to-consumer consulting
• Liquidity solutions
• Management advisory services

Headquarters

HQ city

Park City

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

Revenue model

1. Investment Returns: New Value Capital invests their own capital alongside entrepreneurs in enthusiast brands. They generate returns through equity appreciation and eventual exits.
2. Consulting Services: Provides consulting services to portfolio companies in areas of strategy, customer experience, infrastructure, web design/UX, and product development.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

New Value Capital is a private equity and management consulting firm that invests its own capital alongside entrepreneurs building enthusiast/passion consumer brands. The firm pairs growth capital and liquidity (buyout/recap) deals with operational consulting covering strategy, customer experience, web/UX, infrastructure/controls and product development to professionalize direct-to-consumer businesses. Target verticals include outdoor/cycling, overland automotive, powersports, food & beverage (notably coffee), wildland fire & safety, and human performance.

Product overview

New Value Capital is an investment and consulting firm, not a unified software product. The company operates as a platform of advisory services for enthusiast direct-to-consumer brands, offering Capital & Liquidity, Strategy Consulting, Customer Experience, Web Design and UX, Infrastructure and Controls, and Product Development. Their portfolio includes investment stakes in Owl Vans, Clive Coffee, and Black Rabbit Service, with exited investments in ENVE Composites, COBB Tuning, and K&N Engineering.

Differentiator

Problem solved

Functional benefit

Products and services

• Capital & Liquidity Equity capital deployment taking money off the table for business owners or providing growth capital for expanding enthusiast/passion brands, using the firm's personal capital.
• Strategy Consulting Strategic guidance focused on defining what a business will not do and keeping the team on course through guardrails as companies professionalize.
• Customer Experience Investment in customer experience through company culture building, focused on keeping promises to consumers to create sustainable, long-lasting customer relationships.
• Web Design and UX Customer-journey mapping and design services to ensure online experiences match the impact of offline interactions for enthusiast brands.
• Infrastructure and Controls Integration of ERP, CRM, call software and email marketing systems to provide operational visibility, employee independence and management confidence.
• Product Development Disciplined product development support focused on solving real consumer pain points with urgency rather than designing beautiful solutions for problems that do not exist.

Quantifiable outcome

• 10x DTC business expansion at COBB Tuning in 24 months
• +2 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered founder partners, co-founder partners and co-founder/operator partner.

• Brett and Taylor Satterthwaite and Sarah Lehmanfounder partnersStrategic or Co-development Partner · 1 January 2016Founders of ENVE Composites who partnered with New Value to professionalize the business before the 2016 sale to Amer Sports.
• Alex Lambert and Jason Johnsonco-founder partnersStrategic or Co-development Partner · 1 January 2016Founders of Black Rabbit Service who approached the market with a customer-first mentality and partnered with New Value and Clive Coffee to build commercial espresso service capabilities.
• Trey Cobbco-founder/operator partnerStrategic or Co-development Partner · 1 January 2012Trey Cobb was the founder/operator partner at COBB Tuning. New Value invested $4 million for a majority interest and partnered on strategy, customer experience, and product development.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• KarpReilly LLC: Small, operationally-oriented private investment firm focused on consumer brands run by founders. Highly comparable to New Value's model of combining capital with hands-on operator support in passion-driven consumer categories.
• Encore Consumer Capital: Private equity firm specializing in consumer products companies, partnering with management teams to drive growth. Directly comparable consumer-focused lower-middle-market PE mandate.
• Mainsail Partners: Growth equity firm focused on founder-led, lower-middle-market companies including consumer and services brands. Similar in check size and operating-partner positioning to NVC.
• Bertram Capital: Consumer-focused private equity firm that combines operating capabilities with capital to support founder-led and family-owned consumer brands. Same consumer thesis and operating-partner model.
• Centre Partners: Middle-market private equity firm with deep franchise in consumer and retail investments. Comparable in scale and consumer-product orientation to New Value's portfolio.
• CAVU Consumer Partners: Growth equity firm investing in consumer brands with an operating-value-add thesis centered on omnichannel and DTC transformation. Highly comparable mandate to NVC's DTC- and CX-led value creation.
• Prelude Growth Partners: Growth equity firm backing consumer products companies, often alongside founders and operators. Closely parallels NVC's combination of growth capital and operating partnership in enthusiast/consumer brands.
• Gryphon Investors: Lower-middle-market PE firm that co-invested with New Value on K&N Engineering. Operates in similar deal sizes and consumer/industrial verticals as an experienced middle-market GP.

Broad incumbents

• Trive Capital: Lower-middle-market private equity firm operating across niche and consumer-industrial businesses. Comparable in deal-size band and founder-partner orientation, though at a larger platform scale.
• L Catterton: Large global consumer-focused private equity firm with deep category expertise across lifestyle, outdoor, and enthusiast brands. A scaled incumbent occupying the same consumer-thesis lane as NVC, but at materially larger AUM.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/new-value-capital

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about New Value Capital