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Forma Capital is a venture capital firm founded to support founders, athletes, and cultural leaders in building impactful businesses. Established in the United States, the firm focuses on companies that have the potential to lead their categories, particularly in sectors where sports and consumer innovation converge. The organization has made over 35 investments since its inception, showcasing its commitment to identifying and nurturing emerging brands.
Currently, Forma Capital operates with a team of 7 members, including partners and a principal, who collectively bring a wealth of experience from various sectors. The firm emphasizes the importance of cultural relevance and community engagement in its investment strategy, aiming to create businesses that resonate with consumers on multiple levels. Forma Capital's notable milestones include partnerships with influential figures in sports and culture, enhancing its ability to drive growth for portfolio companies.
Forma Capital invests primarily in the United States, targeting sectors such as sports, consumer innovation, health and wellness, and lifestyle products. The firm focuses on companies positioned at the intersection of culture, commerce, and community, particularly those that can leverage talent-driven influence to scale effectively. Investment stages range from seed to Series B and growth equity, allowing Forma to engage with startups at various points in their development.
The organization seeks to identify emerging sports assets and iconic consumer brands that can utilize cultural relevance as a core growth lever. Forma Capital looks for founders who can articulate their brand's traction, defensibility, and how the firm's resources can materially lower customer acquisition costs. This approach aligns with their thesis of investing in businesses that can thrive through strategic partnerships and community engagement.
Forma Capital's portfolio includes a diverse range of companies that exemplify its focus on sports and consumer innovation. Notable portfolio companies include:
In addition to these, Forma Capital has invested in other notable companies such as OKC Pro Soccer, Mad Drops Pickleball Club, and Blox Snacks, further solidifying its presence in the sports and consumer sectors.
Elia Infascelli - Managing Partner. Elia co-founded Forma Capital and leads investment diligence while working closely with portfolio companies. He has prior experience at Parallel Brands, Propaganda Entertainment, and Endeavor/IMG/Droga5 brand ventures.
Mary Owen - Partner. Mary focuses on influential health and wellness brands and serves as Chair/Life Trustee of the Ralph C. Wilson, Jr. Foundation. She has a background with the Buffalo Bills and Ralph Wilson Equity Fund.
Bruce Popko - Partner. Bruce invests in health and wellness consumer brands and previously served as COO of Gioia Capital and Pegula Sports and Entertainment, overseeing the Buffalo Bills and Buffalo Sabres.
Josh Feine - Partner. Josh co-founded Forma Capital and oversees the Mad Drops Pickleball Club investment. He has experience in sports marketing and corporate partnerships at New Era Cap and Pegula Sports and Entertainment.
Nick Orzano - Partner. Nick is Managing Partner at Stanton Road Capital and has experience across various sectors, including consumer products and healthcare.
Harrison Murray - Principal. Harrison sources deals and conducts diligence, previously serving as Chief of Staff at The Familie and advisor to Unlisted Brand Lab.
Josh Allen - Partner. Josh is listed as a partner and likely provides athlete influence and distribution support.
To pitch Forma Capital, founders should visit their official website at formacapital.vc. The pitch deck should include key information such as the company's traction, market opportunity, and how Forma's involvement can enhance growth. While specific check sizes are not disclosed, the firm invests across seed to growth equity stages, indicating a flexible approach to funding.
Founders are encouraged to provide a clear narrative about their brand's cultural relevance and community engagement strategies. Response times may vary, so patience is advised after submitting a pitch. Warm introductions are beneficial but not strictly necessary.
In 2024, Forma Capital partnered with Sweater Ventures to power The Cashmere Fund, an evergreen interval fund investing in private early-stage venture opportunities. This partnership has enabled Forma to expand its investment reach and enhance its portfolio.
Since launching in 2022, The Cashmere Fund has made over 35 investments, showcasing Forma's active engagement in the venture capital space. The firm continues to focus on identifying and supporting companies that align with its investment thesis in sports and consumer innovation.
What are Forma Capital's investment criteria?
Forma Capital focuses on companies at the intersection of sports, consumer innovation, and cultural influence. They seek brands that can leverage community engagement and talent-driven influence for growth.
How can I pitch to Forma Capital?
Founders can submit their pitches through the official website at formacapital.vc. It's important to include details about traction, brand defensibility, and how Forma's resources can help lower customer acquisition costs.
What makes Forma Capital different from other investors?
Forma Capital emphasizes the importance of cultural relevance and community engagement in its investment strategy. They leverage a network of cultural and sports influencers to enhance brand awareness and drive growth.
What is the geographic focus of Forma Capital?
The firm primarily invests in companies based in the United States, targeting sectors that align with their investment thesis.
What stages does Forma Capital invest in?
Forma Capital invests across various stages, including seed, Series A, Series B, and growth equity, allowing them to engage with startups at different points in their lifecycle.
What type of support does Forma Capital provide to portfolio companies?
Forma Capital adds value by creating strategic partnerships that can lower customer acquisition costs and accelerate market penetration, leveraging their network of cultural and sports influencers.
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