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Flywheel Partners
Flywheel Partners is an independent investment firm founded by Managing Partner Avital Lobel.
Flywheel Partners
Flywheel Partners is an independent investment firm founded by Managing Partner Avital Lobel. Backed by long-term equity capital rather than a third-party fund structure, the firm invests in profitable UK-based growth companies, a posture designed to remove the pressure of traditional fundraising cycles and enable patient value creation alongside management teams. The firm targets companies generating between £2m and £10m in profit with significant growth potential. Its strategy extends across generalist sectors, reflected in a portfolio that spans food manufacturing, events infrastructure, and branded consumer goods. Confirmed investments include Freshcut Foods, where Flywheel partnered with co-investor Westbrooke, and ES Global, a live-event structures business backed alongside Kartesia. Flywheel also held a minority stake in Natural Innovations, later sold in part to Solina in 2026. Flywheel operates from a single office at 8–12 York Gate in London. The team is led by Lobel and Partner Simon Singh. While headcount and total assets under management are not publicly disclosed, the firm's deployment focus — companies earning £2–10m — anchors its scale in the lower middle market. In 2026, Solina acquired a minority stake in portfolio company Natural Innovations from Flywheel, providing a partial exit while the firm retained an ongoing relationship with the business. Flywheel's structure differs from many peers: it invests principal-like capital without a fixed fund life, enabling it to take a bespoke, long-term approach to each partnership. This permanent-capital model eliminates forced exits and allows the firm to act as an operator as much as an investor, a structural choice that shapes every deal it pursues.
General information
Firm type
Generalist
Year founded
—
AUM
Undisclosed
Location
Region
Europe
Country
United Kingdom
City
London
Corporate office
8-12 York Gate, London, NW1 4QG, United Kingdom
Principals
Avital Lobel
Managing Partner
Simon Singh
Partner
Sector focus
Frequently asked questions
Who runs investment decisions at Flywheel Partners?
Managing Partner Avital Lobel founded the firm and leads investment decisions alongside Partner Simon Singh. The firm's website does not disclose a broader investment committee, and its lean, principal-led structure suggests Lobel and Singh are the primary decision-makers.
How does Flywheel Partners source proprietary deal flow?
The firm emphasizes a relationship-driven, referral-centric sourcing model, working with management teams and strategically aligned partners. Specific sourcing channels are not publicly detailed, but Flywheel's partnerships with co-investors like Westbrooke and Kartesia suggest an active network within the UK lower middle market.
Is Flywheel Partners structured as a family office or does it operate more like a venture firm?
Flywheel is an independent investment firm, not a family office. Its permanent-capital structure differs from both traditional venture capital and private equity funds, as it invests long-term equity without a fixed fund life, allowing it to act like a hands-on operator rather than a typical institutional investor.
Does Flywheel Partners participate in fund commitments or only direct deals?
Available data indicates Flywheel exclusively makes direct investments in operating companies. There is no public evidence of the firm committing capital to third-party funds. Its permanent-capital model is structured entirely around direct, control or significant-minority positions in growth-stage businesses.
What investment stages does Flywheel Partners typically target?
Flywheel focuses on growth-stage companies that are already profitable, typically generating between £2m and £10m in annual profit. This represents a later-stage, lower-middle-market band — well beyond seed or early venture, but below the threshold targeted by large-cap buyout funds.
How is Flywheel Partners related to Solina, Westbrooke, and Kartesia?
These entities are co-investors and transactional partners. Westbrooke partnered on the Freshcut Foods investment, Kartesia co-invested in ES Global, and Solina acquired a minority stake in Flywheel portfolio company Natural Innovations in 2026. None are affiliated entities; they represent deal-by-deal strategic capital partners.
Does Flywheel Partners maintain philanthropic structures, and how are they separated?
No philanthropic foundation or donor-advised vehicle is publicly associated with Flywheel Partners. The firm's structure and communications are exclusively focused on its investment activity, with no mention of charitable programs or impact investing mandates beyond its 'purposeful capital' branding on the firm's website.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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