305. Ellie Rubenstein and Ross Iverson, Co-Founders of Manna Tree

Manna Tree Partners is investing in a healthier future.

A wellness-focused private equity firm, Manna Tree helps category-defining companies scale revenue and reach national distribution.

On this week's episode, co-founders Ellie Rubenstein and Ross Iverson discuss deal sourcing strategy and establishing wellness as an asset class.

We also cover:

• Generational spending shifts

• Sector-specific risks and challenges

• Specialization vs. broad approach investing

Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider

Website: mannatreepartners.com

LinkedIn: linkedin.com/company/mannatree

Ellie Rubenstein: www.linkedin.com/in/gabrielle-ellie-rubenstein-09a402136/

Ross Iverson: www.linkedin.com/in/rossiverson/

-

The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions for fitness and health facilities. Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Investments: https://capital.fitt.co/

Chapters:

(00:00) Introduction

(00:13) Background and founding of Manna Tree Partners

(04:19) Building a brand as a private equity firm

(08:17) Travel, relationship building, and platform development

(10:24) Team growth and applicant interest in wellness investing

(10:42) Evolution from food and beverage to broader wellness focus

(16:42) Category creation vs. company identification investment approach

(22:15) The protein thesis and long-term consumer trends

(23:02) Finding categories vs. finding companies - deal sourcing strategy

(26:23) Generational spending shifts and data-driven wellness decisions

(28:23) Early adoption phase of wellness as an asset class

(30:32) Limited partner perspectives and institutional capital allocation

(35:56) Specialization vs. broad approach in wellness investing

(39:24) Potential risks and challenges facing the wellness sector

(45:00) Future outlook and accessibility of wellness products globally

(46:00) Conclusion