Pro-Form Group

What Pro-Form Group does

Pro-Form Group LLC is a privately held, Atlanta-based professional services firm founded in 2010 that provides outsourced sales leadership and go-to-market strategy consulting to emerging food and beverage brands. The firm partners with clients across the full brand lifecycle — from concept through consumer launch — and offers two core services: experienced-led "Sales Services" covering end-to-end sales initiatives across diverse business channels, and "Go-to-Market Strategy" covering strategic planning, retail and food service customer access, and marketplace navigation.

The firm is structured around four founding partners — Ed Hager, Joel Thompson, Kevin Soles (Managing Partner), and Todd Hansen — whose senior operating backgrounds at Coca-Cola, Coca-Cola Enterprises, Sara Lee Corporation, Unilever (George Weston Bakeries), Kimberly Clark, and Campbell's Bolthouse Farms form the central selling proposition. Delivery is supported by directors of national accounts (club/mass) and national specialty plus a small bench of account executives, giving the firm multi-channel coverage including supermarket, foodservice, on-premise, drug channel, distribution, natural specialty, and club/mass retail.

Revenue mechanics are professional-services consulting fees for sales and marketing engagements with both emerging F&B brands and, separately, private equity and early-stage investor clients to whom the firm sources F&B opportunities based on emerging consumer trends. The firm does not disclose pricing, has no outside institutional funding, has no software or technology product, and reports a headcount in the 11–50 range; no revenue figure is publicly available.

Name

Pro-Form Group

Legal name

Pro-Form Group LLC

Website

https://pro-formgroup.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Pro-Form Group LLC is an Atlanta-based, partner-led consulting firm founded in 2010 that provides outsourced sales leadership and go-to-market strategy to emerging food and beverage brands across their full lifecycle, and also connects private equity firms and early-stage investors with F&B opportunities.

Ownership category

akta.pro rank

Headquarters

HQ city

Atlanta

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. Consulting Services: Professional consulting fees for sales and marketing services, go-to-market strategy development, and brand lifecycle support for food and beverage clients.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Pro-Form Group LLC is a sales and marketing consulting firm for emerging food and beverage brands. The firm delivers senior sales leadership across retail, food service, distribution, natural/specialty, and drug channels, and develops go-to-market strategies that move brands from concept to consumer. It also connects private equity firms and early-stage investors with food and beverage opportunities informed by emerging consumer trends.

Product overview

Pro-Form Group LLC is a consulting and advisory firm for the food and beverage industry, offering two primary service offerings: Sales Services and Go-to-Market Strategy. The company does not operate as a software platform or technology product company.

Differentiator

Problem solved

Functional benefit

Products and services

• Sales Services Experienced sales leaders deliver end-to-end sales initiatives across diverse business channels and categories for emerging food and beverage brands, including retail, food service, distribution, natural/specialty, and drug channel customers.
• Go-to-Market Strategy Strategic planning and execution services that help emerging food and beverage brands navigate the changing marketplace and secure access to the largest retail and food service customers across all brand lifecycle stages from concept to consumer.
• Investor Sourcing and Connections Advisory service focused on private equity firms and early-stage private investors, connecting them with new food and beverage opportunities grounded in emerging consumer trends.

Quantifiable outcome

• $190M budget overseen by Director of Sales at Sara Lee Corporation
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• The Integer Group: Shopper marketing and CPG brand-building agency that helps consumer brands connect with shoppers at retail — comparable go-to-market and brand-launch services for emerging CPG brands, including food and beverage clients.
• Velocity Sales & Marketing: Boutique F&B sales and marketing agency helping emerging brands gain distribution and retail velocity — comparable specialty focus on early-stage food and beverage brands and retail channel access.
• Reverie Food & Beverage Marketing: Specialty F&B marketing and consulting agency serving emerging and growth-stage food and beverage brands — closely aligned to Pro-Form's emerging-brand, go-to-market positioning within the food and beverage vertical.
• Harvest Group: Sales and marketing services firm focused on the natural and specialty food and beverage channel — overlapping with Pro-Form's specialty-channel go-to-market capabilities for emerging F&B brands.
• The Mars Agency: Marketing services agency focused on CPG and retail clients, providing brand development and shopper marketing — directly comparable to Pro-Form's brand-development and product-launch service offering for F&B brands.
• M3 (Mthree Group): CPG sales, marketing, and consulting firm providing go-to-market strategy and retail execution for emerging and established consumer brands — overlapping Pro-Form's sales leadership and channel-access services.

Broad incumbents

• CROSSMARK: Retail services and in-store execution firm serving CPG brands, offering sales and merchandising support across major retailers — comparable channel-access services to Pro-Form but with a national account footprint and broader service portfolio.
• Advantage Solutions: Large publicly-traded CPG sales, marketing, and merchandising services firm providing go-to-market support to consumer brands across retail channels — overlapping with Pro-Form's retail and brand-lifecycle services but at significantly greater scale and broader scope.
• Acosta: Sales and marketing agency providing CPG brands with retail sales, category management, and brand marketing services — directly overlapping Pro-Form's mission of getting emerging F&B brands into major retail customers at enterprise scale.

Others

• Circana (formerly IRI): Market research and analytics provider to CPG and retail — adjacent rather than directly competitive, but commonly used alongside Pro-Form-type sales consultancies to inform go-to-market decisions for emerging F&B brands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pro-form-group-llc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Pro-Form Group